存在策略消费者的动态定价策略  

Optimal dynamic pricing policy in the presence of strategic consumers

作　　者：官振中[1] 任建标[2] 

机构地区：[1]西南交通大学经济管理学院,成都610031 [2]上海交通大学安泰经济与管理学院,上海200052

出　　处：《系统工程理论与实践》2014年第8期2018-2024,共7页Systems Engineering-Theory & Practice

基　　金：国家自然科学基金重大项目(71090402);国家自然科学基金(71002065);中央高校基本科研业务费专项资金(SWJTU09CX092)

摘　　要：在线零售商能够方便地提供历史价格和未来价格预期以供消费者参考,但这种为消费者提供的便利同时给零售商的动态定价带来困难,聪明的消费者会根据未来产品的价格以及历史参考价格做出购买与否的判断,给零售商的利润带来很大的影响.论文将消费者的策略性行为和参考价格效应结合,准确地描述消费者在历史和预期价格影响下零售商的动态定价策略,建立了多阶段动态定价策略模型,并针对两阶段简化为正常价和清仓价的模型,给出两种不同的价格策略以及实施的前提条件,讨论了两阶段最优价格和期望最大利润跟消费者效用折扣因子、策略性消费者所占比例、消费者对历史价格的依赖程度的关系,结论表明忽视消费者策略行为以及价格参考效应会给零售商带来较大的负面影响.Online retailers can easily provide historical prices and future prices for consumers expect toreference, at tile same time this convenience makes difficult for retailer＇s dynamic pricing policy, strategicconsumers will make decision of buying or not buying according to tile filture price of product and historicalreference prices, this judgment will deeply influence tile retailer＇s profits. Tile paper combines consumers＇strategic behavior and reference price effect, accurately describes retailers＇ dynamic pricing policy tamerconsumers influenced by historical and expected price, establishes the nmlti-stage dynamic pricing policymodel, simplifies two stage model to the normal and the clearance model, puts forward two kinds ofdifferent pricing strategies and gives two strategy implementation conditions, discusses the two stage andthe optimal price maxinmm expected profit with consumer utility discount factor, strategic consmnerproportions, reliance extent of historical prices. The conclusions indicate that ignoring strategic behaviorand consumer price reference effect will bring to the retailers profit large negative effect.

关 键 词：动态定价 策略性消费者 参考效应 收益管理 

分 类 号：F275[经济管理—企业管理]