Abstract: The price discounts of enterprises is more likely to cause consumers to feel regret about original price products and discount products.For this problem,the impact of anticipated regrets on pricing decisions of supply chain enterprises under the price discounts was studied.Taking into account price discounts and the consumer's anticipated regret,the demand function of the original price products and the discount products was deduced.From the perspective of the supply chain,the game theory was used to construct and solve three supply chain game models of power structures that were no leader,manufacturer and retailer respectively.The model comparison and numerical simulation were utilized to analyze the impact of regret sensitivity coefficient and consumer heterogeneity on the pricing decision of supply chain enterprises.The results showed that the price of products increased first and then decreased with increasing of regret sensitivity coefficient and consumer heterogeneity affected by regret expectations under price discounts,and the price was highest under the manufacturer's leadership structure.When the regret sensitivity coefficient and consumer heterogeneity were lower,the supply chain member companies adopted a skimming pricing strategy.When the regret sensitivity coefficient and consumer heterogeneity were higher,the supply chain member companies adopted a penetration pricing strategy.Stimulated by price discounts,manufacturers adopted a commitment-based advertising strategy for high-regret consumers,and retailers adopted a reputation pricing strategy.For high preference differential products,manufacturers adopted a differentiated customization strategy and retailers adopted a differential pricing strategy.

Key words: price discount, anticipated regret, supply chains, pricing decision

摘要： 针对企业打折促销更易引发消费者购买前的后悔感知问题,研究价格折扣刺激下的消费者后悔预期对供应链的影响。定量描述了原价产品和折扣产品的需求函数,构建并求解了供应链中无领导、制造商领导和零售商领导3种权力结构下的博弈模型,采用理论比较和数值仿真分析了后悔敏感系数、消费者异质性与供应链成员企业定价决策的关系。研究发现,受价格折扣下的后悔预期影响,产品的价格随后悔敏感系数与消费者异质性的增大先增加后降低,且制造商领导结构下的价格最高;当后悔敏感系数与消费者异质性较低时,供应链成员企业采用撇脂定价策略,当后悔敏感系数与消费者异质性较高时,供应链成员企业采用渗透定价策略;在价格折扣的刺激下,针对高后悔型消费者,制造商采用承诺式广告策略,零售商采用声望定价策略,针对高偏好差异型产品,制造商采用差异化定制策略,零售商采用差别定价策略。

关键词: 价格折扣, 后悔预期, 供应链, 定价决策