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1、Chapter10PRICEDISCRIMINATIONHALR.VARIAN*UniversityofMichiganContents1.Introduction5982.Theory6002.1.Typesofpricediscrimination6002.2.First-degreepricediscrimination6012.3.Second-degreepricediscrimination6112.4.Third-degreepricediscrimination6172.5.Definingthemar
2、ket6242.6.Bundling6263.Applications6303.1.Spatialpricediscrimination6313.2.Intertemporaldiscrimination6323.3.Verticalintegrationandpricediscrimination6363.4.Imperfectinformation6373.5.Qualitydifferences6403.6.Monopolisticcompetition6413.7.Legalaspectsofpricedisc
3、rimination6434.Summary646Bibliography647*ThankstoRobertWillig,RobertWilson,JeanTirole,andMichaelBradleyforprovidingmaterialsforthissurvey.SeverinBorenstein,EduardoLey,JeffMacKie-Mason,SteveSalant,RichardSchmalenseeandKyuhoWhangprovidedgenerouscomments,suggestion
4、sandcorrectionsforwhichIamverygrateful.HandbookofIndustrialOrganization,VolumeI,EditedbyR.SchmalenseeandR.D.Willig©ElsevierSciencePublishersB.V.,1989598H.R.Va~an1.lntroductionPricediscriminationisoneofthemostprevalentformsofmarketingpractices.Onemayoccasionallyd
5、oubtwhetherfirmsreallyengageinsomeofthekindsofsophisticatedstrategicreasoningeconomistsarefondofexamining,buttherecanbenodoubtthatfirmsareweilawareofthebenefitsofpricediscrimination.Consider,forexample,thefollowingpassagetakenfromabrochurepublishedbytheBostonCon
6、sultingGroup:Akeystepistoavoidaveragepricing.Pricingtospecificcustomergroupsshouldreflectthetruecompetitivevalueofwhatisbeingprovided.Whenthisisachieved,nomoneyisleftonthetableunnecessarilyontheonehand,whilenoopportunitiesareopenedforcompetitorsthoughinadvertent
7、overpricingontheother.Pricingisanaccurateandconfidentactionthattakesfulladvantageofthecombinationofcustomers'pricesensitivityandalternativesupplierstheyhaveorcouldhave[Miles(1986)].Althoughaneconomistmighthaveusedsomewhatmoretechnicalterminol-ogy,thecentralideas
8、ofpricediscriminationarequiteapparentinthispassage.Everyundergraduatemicroeconomicstextbookcontainsalistofexamplesofpricediscrimination;themostpopularillustrationssee
