基于价格随机化的非透明销售策略研究  

Opaque Selling Strategy with Randomized Pricing

作　　者：吴江华[1] 张泽林[1] WU Jiang-hua ZHANG Ze-lin(School of Business, Renmin University of China, Beijing 100872, China)

机构地区：[1]中国人民大学商学院,北京100872

出　　处：《运筹与管理》2016年第5期241-248,共8页Operations Research and Management Science

基　　金：国家自然科学基金资助项目(71171192;71302172);中国人民大学科学研究基金(中央高校基本科研业务费专项资金资助)项目(2010XNJ042)

摘　　要：本文针对电子商务环境下顾客的等待购买行为,设计了价格随机化的销售策略,将价格的转换构造成一个马尔科夫随机过程。通过研究顾客的耐心程度和忠诚度对最优定价策略的影响,本文得到了几点具有管理启发意义的结论:首先,零售商应该只在一个周期内促销,然后返回到正常价格,但正常价格可以保持多个周期。其次,客户更具耐心时,零售商应减少促销频率和两个价格水平,但促销深度应该增加。第三,相比平价策略,随机定价策略总是会增加零售商的利润,最多可以提高33.3%。最后,当客户忠诚度更低时,零售商应降低促销频率。这些结果对指导网上零售商,如何根据消费者保留价格的分布以及耐心程度和忠诚度为不同的产品选择合适的定价策略具有一定的指导作用。In this paper, we consider the consumers＇ waiting behavior under e-commerce environment and pro-pose a randomized pricing, in which the price variation is Constructed as a Markov process. After studying theimpact of degree of consumers＇ patience and loyalty on the optimal pricing strategy, the paper generates severalmanagerial insights： First,. the retailer should maintain the promotional price for only one period and then returnto the regular price. However; the regular price can be maintained in multiple periods. Second, when customersare more patient, the retailer should reduce the promotion frequency and both price levels, but promotion depthshould be increased. Third, compared to flat-price strategy, randomized pricing strategy always increases theretailer＇ s profit, which can be increased by up 33.3 %. Finally, when customers＇ loyalty is lower, the retailershould lower promotion frequency. These results provide guidelines for online retailers to design pricing strategiesfor different products, according to the distribution of consumer＇ s valuation and degree of patience and loyalty.

关 键 词：电子商务 价格随机化 价格歧视 促销 非透明销售 

分 类 号：F274[经济管理—企业管理]