基于售后服务水平的产品动态定价策略  

作　　者：刘光乾[1] 

机构地区：[1]西南科技大学经济管理学院

出　　处：《企业经济》2014年第10期48-51,共4页Enterprise Economy

基　　金：四川省科技厅项目"基于价值链视角的信息产品捆绑销售策略研究"(批准号:2011ZR0076)

摘　　要：分析了在垄断竞争条件下,不同售后服务竞争水平的产品最优定价的策略。在不仅考虑了当期价格和售后服务水平,而且也考虑了上一期的价格和售后服务水平情形的基础上,构建了一个学习型的竞争性需求模型,针对对称性的双垄断性企业,提出一个竞争性的动态定价策略。然后运用多周期动态博弈理论推导出了最优均衡价格和最优均衡售后服务水平,分析了不同状态下的竞争性动态定价策略。结果表明,垄断竞争性企业有五种可选择的动态定价策略,即提高价格、降低价格、振荡收敛于一常数、发散定价和维持原价。This paper constructs a competitive demand model with learning type of considering not only the current price and customer service level, but also the price of the last period and the after - sale service level. And it puts forward a competitive dynamic pricing strategy according to the double monopoly enterprises with symmetry. Then the dynamic pricing strategies under dif- ferent conditions are analyzed, and the optimal equilibrium price and after - sale service level are solved through the multi - period dynamic game theory. The conclusion shows that the monopoly competitive enterprises have five dynamic pricing strategies, such as raising prices, lowering prices, converging to a constant with oscillation, divergent pricing and maintaining the original price.

关 键 词：产品定价 售后服务 动态定价 垄断竞争 

分 类 号：F224.9[经济管理—国民经济] F276.8