动态定价还是天天平价?——感知价值变化与策略行为视角  

Dynamic Pricing or Everyday Low Pricing?——Based on the Perspectives of Varying Perceived Value and Strategic Behavior

作　　者：唐瑄[1] 郑晓娜[1] 

机构地区：[1]北京大学光华管理学院,北京100871

出　　处：《商业研究》2016年第8期1-7,共7页Commercial Research

摘　　要：针对消费者感知价值变化和策略行为的产品定价问题,通过分析消费者和销售商的决策过程,分别得到了天天平价和动态定价策略下的最优定价和最大利润。当市场存在策略消费者且感知价值下降幅度较小时,采用动态定价策略的收益高于采用静态定价策略的收益;当市场全为非策略消费者,或当策略消费者感知价值下降幅度较大或者感知价值不变时,应采用静态定价策略;策略消费者占比的增加以及一定范围内感知价值下降幅度的增大,都会促进消费者总购买量和销售商利润的增长。Aiming at pricing decisions based on the consumers′varying perceived value and strategic behavior , the paper determines the optimal pricing and revenue under everyday low pricing strategy and dynamic pricing strategy respectively through analyzing the consumers′purchasing decision and the retailer′s pricing decision process .When there are strategic consumers in the market and the magnitude of the drop in perceived value is small , dynamic pricing outperforms static pricing; if there are all nonstrategic consumers , or the magnitude of the drop in perceived value is large , or the per-ceived value is constant , the retailer should adopt static pricing strategy;the expected purchasing amounts of consumers and the expected profit of the retailer are increasing with the increase of the proportion of strategic consumers and the magnitude of the drop in perceived value within a certain range .

关 键 词：动态定价 天天平价 策略消费者 感知价值 

分 类 号：F27[经济管理—企业管理]