广告影响需求下的新产品竞争性动态定价策略  

Competitive Dynamic Pricing Strategy with the Effect of Advertising

作　　者：聂佳佳[1] 熊中楷[1] 

机构地区：[1]重庆大学经济与工商管理学院,重庆400044

出　　处：《华东经济管理》2009年第7期143-149,共7页East China Economic Management

基　　金：国家自然科学基金资助项目(70571088)

摘　　要：文章在广告影响需求条件下,考虑了双寡头垄断企业竞争下的新产品动态定价问题,提出了一个竞争性动态定价策略。当顾客不仅考虑当前的价格和广告水平而且也考虑以往的交易价格和广告水平条件下,提出了一个具有"学习"功能的竞争性需求函数。运用多周期动态博弈理论给出了均衡的销售价格和广告水平,分析了三种情形下(竞争双方仅有价格竞争而广告竞争强度为0、竞争双方既有价格竞争又有广告竞争且广告竞争强度大于0小于1和竞争双方存在价格竞争而广告竞争强度为1)竞争双方的动态定价策略。结果发现企业可以选择五种定价策略——提高价格、降低价格、维持原价、振荡收敛于常数和发散定价,这些定价策略在一定程度上受企业广告的成本系数和初始给定的价格及广告水平的影响。The pricing of new product in a duopoly is studied and offers a competitive dynamic pricing strategy with the effect of advertising on demand. Under the condition that the customers consider the current price and advertising level and have the ability to ＂learning＂ the past price and advertising, a ＂learning＂ demand function is developed. The equilibrium selling price and advertising level are given with multi - period dynamic game theory and the dynamic pricing strategies are analyzed in three case ： there exists price competition and no advertising competition; there exists price competition and advertising competition and there exists price competition and complete advertising competition. The results shows that the firms have five pricing strategy which are increasing price, decreasing price, constant price, surging into a constant and volatile price, and these pricing strategies are affected by advertising cost coefficient and the initial price and advertising level.

关 键 词：新产品 动态定价策略 动态博弈 广告水平 广告竞争 

分 类 号：F271[经济管理—企业管理]