一种电子商务环境下耐用品的动态定价模型与策略  

A Kind of Dynamic Pricing Model and Strategy for Durable Goods in E-commerce Environment

作　　者：张大斌[1,2] 杨斯琪 夏有新[3] 李延晖[1] 

机构地区：[1]华中师范大学信息管理学院,湖北武汉430079 [2]华南农业大学数学与信息学院,广东广州510642 [3]中国科学技术大学计算机学院,安徽合肥230022

出　　处：《运筹与管理》2016年第2期190-196,275,共8页Operations Research and Management Science

基　　金：国家自然科学基金资助项目(70971052);华中师范大学自主科研项目(CCNU14Z02016);湖北省自然科学基金创新群体项目(2011CDA116)

摘　　要：针对电子商务环境下消费者对价格歧视的抗拒问题,以及耐用品生命周期长、产品需求依赖于时间、价格等特点,提出了一种动态定价模型与策略。该模型通过构造转移概率矩阵,推导出在线消费者浏览到耐用品的不同价格状态下的概率,接着根据消费者多阶段效用函数分析消费者的购买决策行为,进而给出零售商利润达到最大化时的最优定价策略集合。为了验证模型与策略的有效性,通过数值模拟实验,分析模型主要参数变化对最优定价策略的影响。研究发现当效用折扣因子越高,零售商应该降低促销频率和高价格并且提高低价格,从而诱导高端消费者在高价格购买产品。折扣效用因子大小还决定了网上零售商是否要隐藏自己的促销概率。For the problem about the consumers＇ dissatisfaction with the price discrimination in e-commerce envi- ronment, as well as the characteristics such as long life cycle of durable goods, time and price dependent of product requirement and so on, this paper proposes a dynamic pricing model and strategy. The model derives the probability of different prices of durable goods when consumers browsing online by constructing transition matrix. Then it proposes an optimal pricing policy of maximum profit set for retailer by analyzing the purchase behaviors of consumers with consumer multi-stage utility function. In order to validate the model and strategy, we analysis the effect of main parameters on optimal pricing by numerical simulation experiment. Experiments show that retailers should reduce the frequency of promotion and high price, and increase lower price to induce high-end consumers to buy high price products when the factor of discount is higher. And the utility size of factor of discount decide whether the online retailer to hide his own promotion probability.

关 键 词：动态定价策略 效用折扣因子 促销概率 

分 类 号：F272.3[经济管理—企业管理] F714.1[经济管理—国民经济]