考虑参照价格的双渠道供应链动态定价策略  

Dynamic Pricing Policy for a Dual-channel SupplyChain Considering Reference Price

作　　者：段永瑞[1] 阮小曼 代祥艳 DUAN Yongrui;RUAN Xiaoman;DAI Xiangyan(School of Economics and Management,Tongji Unversity,Shanghai 200092,China)

机构地区：[1]同济大学经济与管理学院,上海200092

出　　处：《上海管理科学》2021年第3期46-51,共6页Shanghai Management Science

基　　金：国家自然科学基金项目(71771179,71532015,71371139)。

摘　　要：参照价格是指消费者依据产品的历史价格主观形成的基准价格。参照价格随时间变化,且参照价格的变化与当时的价格和参照价格有关。在双渠道下,消费者对不同的渠道具有不同偏好,且需求随时间的变化与价格和参照价格有关。采用控制论方法,分别得到了单渠道和双渠道结构下的最优价格变化路径,以及参照价格的变化路径,并得出如下结论:1)稳态价格与初始参照价格无关。当初始参照价格高于稳态价格时,价格函数随时间递减,直至达到稳态价格;当初始参照价格低于稳态价格时,价格函数随时间递增,直至达到稳态价格。2)在两种策略中,稳态价格均随着参照价格弹性系数、折扣因子和记忆因子的增大而变小。Reference price refers to the benchmark price subjectively formed by consumers according to the historical price of a product.The reference price is changing over time,and the change rate of reference price is dependent on both the price and reference price.In the dual channel case,the consumer’s preference on the two channels is different.And the change of demand over time is related to price and reference price.By using the cybernetics method,the optimal price change path and the reference price change path under single channel and double channel structure are derived.The main conclusions are as follows:1)the steady state price is independent of the initial reference price.When the initial reference price is higher than the steady-state price,the sale price function will decrease gradually and reach the steady price at last.When the initial reference price is lower than the steady price,the sale price function will increase until it reaches the stable price.2)The steady state price is decreasing in the reference price elasticity coefficient,discount factor and memory factor.

关 键 词：双渠道 参照价格 动态定价 稳态价格 

分 类 号：F76[经济管理—产业经济]