考虑广告影响下的新产品垄断动态定价研究  

Dynamic Pricing of New Products by a Monopolist under Consideration of the Effects of Advertising

作　　者：熊中楷[1] 聂佳佳[1] 李根道[1] 

机构地区：[1]重庆大学经济与工商管理学院

出　　处：《管理学报》2008年第6期849-855,共7页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(70571088)

摘　　要：针对垄断零售商的新产品定价问题,提出了一个新产品动态定价策略。在顾客对以往的价格和广告具有"学习"能力的条件下,提出了具有"学习"功能的需求函数。在给定各周期广告水平下,给出了零售商最优的动态定价策略,分析了零售商定价规律,发现其定价规律具有"振荡"性,并趋近于一定值。在零售商要同时决策零售价格和广告水平的条件下,给出了各周期最优的零售价格和广告水平。在一定条件下,当周期数趋近无穷大时零售价格趋近于顾客的保留价格或者单位成本。Dynamic pricing strategy of new product is presented after dynamic pricing of new products by a monopoly was considered. A‘learning＇ demand function was developed when the customers had the ability to‘learn＇ the past retail price and advertising. For a given advertising level of each period, the optimal dynamic pricing strategy of the retailer was given and the rules of pricing were analyzed. It is found that retail price is surging and approaches to a constant. The optimal retail price and advertising level of each period were derived when the retailer decided the retail price and the advertising level simultaneously. The retail price would approach to reservation price or unit production cost with certain conditions. The conclusions were demonstrated by the numerical example.

关 键 词：新产品 垄断 动态定价 广告水平 动态规划 数学归纳法 

分 类 号：F224[经济管理—国民经济]