最优销售策略:何时讨价还价,何时坚持定价

Optimal Selling Strategies: When to Haggle, When to Hold Firm

Quarterly Journal of Economics · 1983
被引 410 · 同刊同年前 9%
人大 A+FT50ABS 4*

中文导读

研究卖家面对风险中性买家时,若承诺可行,对每位买家报出固定价格优于讨价还价,因为讨价还价虽能价格歧视,但会鼓励买家拒绝高价购买,损失超过收益。

Abstract

A seller encountering risk-neutral buyers one at a time should, if commitments are feasible, quote a single take-it-or-leave-it price to each. This strategy is superior to any other for finite or infinite buyer populations, whether there is learning or the distribution of buyer prices is known at the outset, with one object for sale or many. Although haggling may offer advantages in terms of price discrimination, these gains are more than offset by the losses it generates by encouraging buyers to refuse purchases at high prices.

最优定价策略不二价讨价还价序贯销售