基于参考效应的动态定价和减排决策  

Dynamic pricing and emission abatement with reference effect

作　　者：楼高翔[1] 张永明 万宁[2] LOU Gao-xiang;ZHANG Yong-ming;WAN Ning(School of Business,East China University of Science and Technology,Shanghai 200237,China;School of Business,Shanghai Dianji University,Shanghai 201306,China)

机构地区：[1]华东理工大学商学院,上海200237 [2]上海电机学院商学院,上海201306

出　　处：《控制与决策》2018年第9期1667-1676,共10页Control and Decision

基　　金：国家自然科学基金项目(71573087;71473085;71471062);上海市浦江人才计划项目(15PJC020);中央高校基本科研业务费专项基金项目

摘　　要：考虑顾客需求具有参考效应等非理性的特性,基于动态规划方法,对价格和减排水平两种参考效应不同组合情形下企业定价和减排水平问题进行研究.研究发现,相对于无参考效应情形,存在价格参考效应时,垄断制造商应降低产品价格和减排水平,而存在减排水平参考效应时则相反;价格或减排水平参考效应并存时,垄断制造商长期的瞬时利润低于无参考效应情形,表明两种参考效应都将对企业的长远利润产生不利影响.通过对两种参考效应并存情形的分析,并考虑当前消费者低碳意识较弱、产品关切仍集中于价格的现实,建议两种参考效应并存下企业的产品价格应低于无参考效应的情形.Considering the consumer demand characteristic of reference effects, the optimal price and emission abatement of monopolist manufacturer faced with different combinations of the two reference effects are studied bases on dynamic programming. The study shows that the monopolist manufacturer should decrease its price and emission abatement in the presence of reference price effect and promote its price and emission abatement in the presence of reference emission abatement effect, compared to no reference effect. The instant profit of monopolist with reference effects would be lower than that with no refererence effects, which measn, either of the two reference effects in the long term would be detrimental to the long-term interest. It is suggested that the monopolist manufacturer in the face of both reference effects should set lower price compared no reference effect, based on the analysis of the scenario with both reference effects and the fact that consumers nowadays are lack of low carbon consciousness and focus mainly on the retailing price.

关 键 词：参考效应 动态规划 定价 减排 

分 类 号：F272.3[经济管理—企业管理]