- 期刊
Research on the Pricing Strategy of Cruise Auxiliary Equipment Considering Consumer Preference
摘要
In promoting the high‐quality development of the cruise industry, it is necessary to attach great importance to the quality of cruise equipment. This article studies the pricing strategy of the cruise ship supporting supply chain composed of two cruise ship auxiliary equipment providers and one consumer. Considering the quality effect of consumers' dual reference, the pricing of the supply chain is divided into two stages, sales and after‐sales, and the utility function of consumers and the profit function of cruise equipment providers are established; using game theory, the single stage and two-stage cruise equipment pricing strategy is studied. Research shows that in the two‐stage supply chain pricing decision, the after‐sales maintenance price affects the distribution of consumer strategies, and when high‐quality cruise equipment suppliers choose a lower after‐sales maintenance price, all consumers with high‐quality preferences choose all after‐sales repair service. With the change of reference quality effect, the price and profit of high and low cruise equipment will be affected. The larger the reference quality effect coefficient, the stronger the consumer's preference for quality, and the supplier of high‐quality cruise equipment will obtain higher returns. However, an excessively high reference quality effect will harm the interests of low‐quality suppliers.