参考价格符合峰终定律的多产品动态定价模型  

Multi-product dynamic pricing model with reference price submitting to peak-end rule

作　　者：毕文杰[1] 孙颖慧[1] 田柳青[1] 

机构地区：[1]中南大学商学院

出　　处：《系统工程学报》2015年第4期476-484,共9页Journal of Systems Engineering

基　　金：国家自然科学基金资助项目(71371191;71210003;71221061);湖南省社会科学基金资助项目(12YBB272)

摘　　要：针对客户存在参照效应,且参考价格更新符合峰终定律的情况,建立了多产品动态定价模型.通过构建价值函数的合理上界,解决了动态规划模型非光滑的问题,给出了动态定价模型稳态价格的解析解,并利用效用函数的超模性证明了最优价格随时间单调递增.通过数值计算,将该模型分别与只考虑单个产品价格的定价模型和短视定价模型进行了比较.结果表明,非核心产品的价格要高于核心产品的价格,且考虑参照效应的长期定价策略的各期价格高于相应短期定价策略的价格.This paper develops a multi-product dynamic pricing model based on consumers＇ reference effect and the updating scheme of reference price which meets the peak-end rule. A reasonable upper bound of the value function is built to solve the non-smooth problem of the dynamic programming model. The analytical solution of steady state price is obtained by solving this problem. That the optimal price increases monotonically with time is proved by the super-modularity of the utility function. A numerical example is given to compare this model with the model which only considers one product＇s price and the myopic pricing model respectively. The results show that the price of non-core products is higher than that of core products and the price of long-term pricing strategy is higher than that of myopic strategy for each period.

关 键 词：峰终定律 参照依赖 损失厌恶 动态定价 

分 类 号：F272.3[经济管理—企业管理]