考虑策略性顾客的动态定价和差价返还机制  

The Inter-temporal Pricing and Price Match Mechanism with Strategic Customers

作　　者：彭志强[1,2] 熊中楷[2] 李根道[2,3] 

机构地区：[1]重庆理工大学重庆知识产权学院,重庆400054 [2]重庆大学经济与工商管理学院,重庆400030 [3]吉林大学管理学院,吉林长春130025

出　　处：《管理工程学报》2010年第4期53-57,共5页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(70571088);笹川良一优秀青年奖学基金(SYLFF)资助(BL0207)

摘　　要：由于销售期短和残值很低,季节性产品普遍采用正常销售和季末降价结合的动态定价模式。一部分顾客会预期零售商季末降价,可能等待到季末购买以获得更大的净效用,顾客的这种策略行为减少了零售商的收益。本文假设市场中同时存在策略性和短视性顾客,分析了零售商考虑策略性顾客的动态定价,以及差价返还机制对零售商定价和收益的影响。研究表明策略性顾客延迟购买影响了零售商的定价决策并使得收益减少,而差价返还机制可以消除策略性顾客的延迟购买行为,提高零售商的收益。Due to the short selling period and the low residual value,seasonal products commonly adopt the inter-temporal pricing model combined with normal selling and last time salvage.Strategic customers will expect salvage price and likely to wait to a later purchase for a greater net effect.The delayed buying of strategic customers reduces the retailer＇s expected profit.In this paper,we assume that there are strategic and myopic customers in the market with heterogeneous valuation,then analysis the inter-temporal pricing model with strategic customers,and the impact of price match policy.We find that the delayed buying of strategic customers affects the retailer＇s pricing strategy and make profit decreased.The price match policy can be a mechanism to eliminate the delay in the purchase of strategic customers,and improve the retailer＇s earnings.

关 键 词：动态定价 异质性 策略性顾客 差价返还 

分 类 号：F014.3[经济管理—政治经济学]