集体议价中的动态定价研究  

On the Dynamic Pricing During Group-Buying Auction

作　　者：闫妍[1] 刘晓[1] 孟德凯[1] 

机构地区：[1]东北大学工商管理学院,辽宁沈阳110004

出　　处：《东北大学学报（自然科学版）》2009年第5期749-752,共4页Journal of Northeastern University(Natural Science)

基　　金：国家自然科学基金资助项目(70571077);教育部新世纪优秀人才支持计划项目(NCET-07-0164)

摘　　要：研究了消费者在集体议价过程中的行为特征,找出了影响顾客参与到集体议价中的因素,通过价格机制对其进行控制来吸引更多的顾客.采用独立私有估价模型和其他一些假设,建立了以卖方利润最大化为目标的定价模型,并给出模型的CPSO(混沌粒子群算法)解法,寻求最优的价格.通过仿真实验发现在集体议价活动中,降价梯度可以影响到最终的销售量,通过对价格梯度的调整可以改变顾客的效益值,从而使更多的人参加到集体议价活动中来,增加销售量从而增加企业的利润.Behavioral characteristics of the customers during group-buying auction are discussed to find out the influencing factors on customers＇ participation in group-buying, where seller＇ s appropriate pricing policy can attract more customers. A pricing model is developed on the basis of an independent private evaluation model and some assumptions to maximize seller＇s profits, with a CPSO （chaos particle swarm optimization） solution given to it to seek optimal prices. Simulation results revealed that the markdown gradient in group-buying activities may affect the final gross sales, and the adjustment of markdown gradient will improve the values of customers＇ effectiveness. More customers will therefore participate in group-buying activities to increase sales so as to increase the profit of companies.

关 键 词：电子商务 集体议价 动态定价 混沌粒子群算法 仿真 

分 类 号：F713.395[经济管理—产业经济]