Abstract
需求高峰时期价格反周期波动的成因是市场学和微观经济学中一个备受关注和争论的问题,而对这一问题研究的分歧主要集中在需求高峰时期需求弹性的变化。本文采用会员卡零售扫描数据,以女性时尚消费品为例,采用购物篮选择模型研究需求高峰时期商品价格及消费者购买行为的变化。实证结果表明,弹性在黄金周和店庆促销两种不同的需求高峰期呈现不同的变化;其中,价格弹性在黄金周显著变小而在店庆促销时显著变大,积分弹性在黄金周不显著但在店庆促销时显著为正。这些结果表明,搜索成本理论和吸引商品理论并不能解释中国市场节假日价格的变化过程,厂商通过吸引商品扩大整体销售的促销策略并不能达到预期效果。
The determinants of the counter-cyclical price changes during peak demand periods have been extensively discussed and investigated in both marketing and economics. Most debates focus on the price elasticity during the peak demand periods. Applying the shopping basket model to the scanner data on women’s fashion products collected from frequency reward program, this paper investigates the pattern of changes in product price and consumer’s purchasing behavior during peak demand periods. Our empirical results show that price elasticities fall during the Golden Holidays but rise in the Anniversary Promotion; meanwhile, consumers are significantly sensitive to the reward point promotion. These results suggest that extant theory cannot explain the price changes in holidays in China market. Firms are not able to extend overall sales by using ‘loss-leader’ strategy.
The determinants of the counter-cyclical price changes during peak demand periods have been extensively discussed and investigated in both marketing and economics. Most debates focus on the price elasticity during the peak demand periods. Applying the shopping basket model to the scanner data on women’s fashion products collected from frequency reward program, this paper investigates the pattern of changes in product price and consumer’s purchasing behavior during peak demand periods. Our empirical results show that price elasticities fall during the Golden Holidays but rise in the Anniversary Promotion; meanwhile, consumers are significantly sensitive to the reward point promotion. These results suggest that extant theory cannot explain the price changes in holidays in China market. Firms are not able to extend overall sales by using ‘loss-leader’ strategy.
Original language | Chinese (Simplified) |
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Pages (from-to) | 45-62 |
Number of pages | 18 |
Journal | 营销科学学报 = Journal of Marketing Science |
Volume | 8 |
Issue number | 2 |
Publication status | Published - Mar 2012 |
Externally published | Yes |
Bibliographical note
本研究得到国家自然科学基金项目 (71002030)、教育部人文社会科学研究基金项目 (10YJC90127) 以及上海市高校选拔培养优秀青年教师科研专项基金的资助。Keywords
- 需求高峰
- 购买行为
- 购物篮模型
- 弹性
- Peak demand
- purchasing behavior
- shopping basket model
- elasticity