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超额收费还是忠诚折扣:额外消费何时应受惩罚或奖励?

Overage Charge or Loyalty Discount: When Should Extra Consumptions Be Penalized or Rewarded?

Marketing Science · 2022
被引 5
人大 AFT50UTD24ABS 4*

中文导读

研究了企业如何在仅使用超额收费或忠诚折扣(不同时使用)的资费设计中,对消费价值分布和需求频率异质的消费者进行顺序筛选。

Abstract

Firms can design tariffs with either an overage charge or a loyalty discount (but not both) to sequentially screen consumers who are heterogenous in consumption value distribution and demand frequency.

定价策略消费者行为微观经济学市场营销