竞争性非线性定价与捆绑销售

Competitive Non-linear Pricing and Bundling

Review of Economic Studies · 2009
被引 189
人大 A+FT50ABS 4*

中文导读

研究企业竞争中使用非线性定价(如两部收费)的均衡,发现当需求弹性、消费者异质性、购物成本及品牌偏好相关性存在时,非线性定价可能提高利润但损害消费者福利。

Abstract

We examine competitive non-linear pricing in a model in which consumers have heterogeneous and elastic demands and can buy from more than one supplier. It is an equilibrium for firms to offer a menu of efficient two-part tariffs, where the discount for one-stop shopping is such that the elasticity of “demand for two-stop shopping” equals two. Compared with linear pricing, non-linear pricing tends to raise profit but harm consumers when: (i) demand is elastic, (ii) there is heterogeneity in consumer demand, (iii) consumers incur shopping costs when buying from more than one firm, and (iv) a consumer's brand preference for one product is correlated with her brand preference for another product. Non-linear pricing is more likely to lead to welfare gains when (iii) and (iv) hold, but (ii) does not.

非线性定价捆绑销售竞争消费者异质性