面向策略型消费者的产品服务系统动态定价  

Dynamic Pricing of Product-service System in the Presence of Strategic Customers

作　　者：阳文玲[1,2] 张旭梅[1,2] 王大飞[1,2] 

机构地区：[1]重庆大学经济与工商管理学院,重庆400044 [2]重庆大学现代物流重庆市重点实验室,重庆400030

出　　处：《系统工程》2017年第1期145-150,共6页Systems Engineering

基　　金：国家自然科学基金资助项目(71272086);高等学校博士学科点专项科研基金资助项目(20120191110042)

摘　　要：针对面向消费者策略行为的"产品+服务"集成系统定价策略问题,通过构建零售商定价决策和消费者购买决策的动态博弈模型,运用逆向求解法得到零售商在两阶段的最优定价策略和消费者购买决策的子博弈完美均衡,并分析了服务价格比例、消费者的服务估价比例和估价折扣因子对零售商的最优定价的影响。研究结果表明,服务价格比例越小或服务估价比例越大,零售商的第一阶段定价越高;服务估价比例越小或估价折扣因子越大,零售商的第二阶段定价越高。最后,通过数值仿真验证了结论的有效性。Aiming at the price strategies of the＂product＋service＂integration system considering strategic customer behavior,we build a game model between pricing strategies of the retailer and purchase decisions of the customer.Based on the method of backward induction,the optimal decisions of the retailer and the customer are obtained.We also study the impacts of the proportion of service price,the proportion of customer＇s evaluation for service and the evaluation discount factor.Our study shows that,the less the proportion of service price or the more the proportion of customer＇s evaluation for service,the higher the price in the first stage;the less the proportion of customer＇s evaluation for service or the more the evaluation discount factor,the lower the price in the second stage.Finally,a numerical example is given to illustrate the effectiveness of the conclusion.

关 键 词：策略型消费者 产品服务系统 动态定价 

分 类 号：F274[经济管理—企业管理]