Abstract: Based on the heterogeneous consumers, we study the influence of tariff ratio adjustment on the precious jewelry dealer decision-making process. Under the constraints of Individual Rationality(IR)and Incentive Compatibility(IC), the demand functions based on heterogeneous consumer utility is formed, with an aim to analyze the dealer's optimal decision-making behaviors in different markets. In addition, the influence of consumer's price sensitivity on social welfare is considered, and the optimal tariff ratio levels are analyzed as well. The findings show that firstly, both the tariff ratio and the consumer's price sensitivity jointly affect the precious jewelry dealer's decision-making behaviors. Secondly, on the premise of certain consumer price sensitivity there exists a specific range of tariff ratios, within which the whole precious jewelry market can be controlled by the government to maximize the social welfare. Finally, when the level of tariff ratio is fixed, the type of the precious jewelry market is affected by the consumer price sensitivity mainly.

Key words: utility model, heterogeneous consumer, tariff, decision-making

摘要： 以异质性消费者为对象,研究关税税率调整对贵重首饰经销商决策行为的影响。在个人理性与激励相容的约束条件下,构建基于异质性消费者效用模型的需求函数,分析不同市场类型下经销商的最优决策选择。考虑消费者价格敏感度对社会福利的影响,并在此基础上分析了最优关税税率水平。研究发现:(1)贵重首饰经销商决策行为不仅受政府关税税率的影响,还受消费者价格敏感度的影响;(2)在消费者价格敏感度一定的前提下,若想通过关税来调控贵重首饰市场,关税税率应该控制在一定的区间范围;(3)在关税税率一定的条件下,贵重首饰市场的类型主要受消费者价格敏感度的影响。

关键词: 效用模型, 异质性消费者, 关税, 决策