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2017000001-20170126  
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Title
Title 消費者に対する差別価格戦略の影響分析  
Kana ショウヒシャ ニ タイスル サベツ カカク センリャク ノ エイキョウ ブンセキ  
Romanization Shōhisha ni taisuru sabetsu kakaku senryaku no eikyō bunseki  
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Title Analysis of the behavior-based price discrimination  
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Romanization  
Creator
Name 鄭, 潤澈  
Kana ジョン, ユンチョル  
Romanization Jeong, Yuncheol  
Affiliation 慶應義塾大学商学部准教授  
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Name 慶應義塾大学  
Kana ケイオウ ギジュク ダイガク  
Romanization Keiō gijuku daigaku  
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Issued (from:yyyy) 2018  
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1 pdf  
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Name 学事振興資金研究成果実績報告書  
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Year 2017  
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Abstract
本研究の目的は, 情報処理システムの発展により消費者の購買履歴を情報化することが容易になった現在, 企業はこの情報に基づいて様々な戦略を実施しているなか, 特に価格戦略に注目し, 購買履歴に応じる価格差別戦略(behavior-based price discrimination)が企業と消費者にどのような影響を与えるかを明らかにすることである。
顧客の購買履歴に応じる価格差別戦略は, 複占市場においては企業の利益を改善せず, 両企業が実施した場合には囚人のジレンマをもたらす可能性があることを明らかにした。もし消費者が将来を合理的に予想する場合には, 価格差別が企業にとって効果的ではないことが分かった。すなわち, もし消費者が合理的にかつ正確に将来を予想することができれば, 企業は初期に激しい価格競争を展開せざるを得なくなるので, 価格差別戦略は単一価格に比べて企業の利益を悪くしてしまう。
しかし, 将来の価格情報が不確実であり, 製品のイノベーションが激しい産業においては消費者が将来を正確に予測することができない。この場合には合理的に予想する消費者も近視眼的な消費者のように行動するしかなく, 消費の躊躇につながる。そこで, 企業は価格差別戦略を実施すると同時に, それを前もって確約するコミットメント戦略を実施することで消費者を囲い込むことができる。
Information technology today makes it easy to get the information of consumer's purchase history. Currently, many companies are exercising various strategies based on this information, especially in price discrimination. The purpose of this research is to see how the behavior-based price discrimination according to the purchase history affects companies and consumers.
The price discrimination strategy according to the customer's purchase history has pointed out a peril of prisoners' dilemma in an oligopoly market, showing that the behavior-based price discrimination is not effective when consumers are sophisticated enough to evaluate much on the expected purchases in the future. In other words, consumers predict which company will provide the cheaper price in the future, and decide current purchases based upon the considerations. Therefore, companies are forced to compete with price intensely, and the price discrimination does firm harm compared to uniform pricing.
However, it is not easy for consumers to predict the future accurately when price information is uncertain. For instance, there are rapid changes in product characteristics when firms compete in innovation to differentiate their products and services. In this kind of market, sophisticated consumers who are trying not to be myopic, will hesitate to buy from any firms. In order to avoid this, it is better for the companies to 'commit' the price condition in advance when they are using price discrimination strategies.
 
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Language
日本語  

英語  
Type of resource
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Research Paper  
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131.113.194.249
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Feb 21, 2019 13:10:04  
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Feb 21, 2019 13:10:04  
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/ Public / Internal Research Fund / Keio Gijuku Academic Development Funds Report / Academic year 2017
 
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