| 孙亚程
清华经管学院市场营销系副教授
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【主题】Designing Pricing Strategy for Operational and Technological Transformation
【时间】2018年11月15日（周四）11:30-13:00
【摘要】We examine how operational or technological transformation impacts consumer value, as well as the eectiveness of a firm's pricing strategies. We develop a model that captures the details of our empirical setting of rental-by-mail products, featuring forward-looking consumers who make separate short-run consumption and long-run purchase decisions. Using a detailed panel of consumer data, we estimate consumer utility for current consumption, obtaining heterogeneous preferences for bunching and smoothing consumption. Using counterfactual analysis, we evaluate the impact of improving service time. We find that the firm with improved service time might create more value for all consumers, but its profits and even revenues could diminish due to the change. We nd a novel mechanism that causes this effect, which is driven by increased consumer heterogeneity in the valuation of service plans. This result persists even when the firm can reoptimize its price levels based on the service time. We find that a change in the pricing strategy or mechanism might allow the firm obtain higher revenue with improved service time resulting from operational or technological improvements.
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