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本文从参考价格的几个主要因素入手,提供了一个分析框架,总结了有关参考价格的研究内容。从与参考价格相关的几个主体来看,主要有五个因素,分别是参考价格、消费者、零售商、商品和其他情境因素。其中,对参考价格本身的研究比较广泛,基本从参考价格的形成和使用方面来探讨。本文以参考价格涉及的主体为线索,分析已有研究的成果,发现近几年有关参考价格研究的新趋势,即用参考价格理论解释新现象,并且指出未来研究应该关注的领域。从研究方法来看,对参考价格的研究有行为流派和建模流派,其中,行为流派善于使用实验,而建模流派善于建模,二者用不同的方法丰富了参考价格理论。
This article starts with several major factors of reference price, provides an analysis framework and summarizes the research contents about reference price. There are five main factors from several subjects related to the reference price: reference price, consumer, retailer, commodity and other situational factors. Among them, the reference price itself is more extensive research, the basic reference price from the formation and use to explore. In this paper, the main body involved in the reference price is used as a clue to analyze the achievements of the existing research and to find the new tendency of the reference price research in recent years, that is to explain the new phenomenon with the reference price theory and to point out the fields that the future research should focus on. In terms of research methods, there are behavioral schools and modeling schools for reference price research. Among them, behavioral schools are good at using experiments and modeling schools are good at modeling. Both of them enrich the reference price theory with different methods.