基于房地产购房者行为的双渠道两阶段动态定价策略  

A Duel-Channel Two-Stage Dynamic Pricing Strategy Based on the Behavior of Real Estate Buyers

作　　者：刘宁[1] 潘晖 LIU Ning;PAN Hui(School of Management,Shenyang Jianzhu University,Shenyang 110168,China)

机构地区：[1]沈阳建筑大学管理学院,辽宁沈阳110168

出　　处：《沈阳建筑大学学报（社会科学版）》2021年第5期463-469,共7页Journal of Shenyang Jianzhu University:Social Science

基　　金：辽宁省自然科学基金项目(20170540742)。

摘　　要：在房地产市场调控政策的影响下,切实从购房者行为特性角度制定销售策略是优化房地产市场双渠道销售模式的重要手段。将购房者策略行为纳入双渠道销售模式研究中,在理清购房者渠道选择及购买时机选择的基础上,分别构建开发商与中介分别作为主体的决策的动态定价模型,探讨双渠道最优响应策略,并对模型进行数值验算。研究发现:随着消费型购房者数量比例的增大,直接渠道与中介渠道就会展开价格策略的博弈,此时直接渠道在竞争中占优。双方均倾向于提供更大优惠促使购房者尽早作出购买决定。研究结果可为房地产双渠道销售模式动态定价提供理论依据。Under the influence of the real estate market regulation policy,the key to the healthy development of the real estate market dual-channel sales model is to formulate the sales strategy from the perspective of the behavior characteristics of buyers.The buyer strategy will be brought into the dual-channel sales model research.On the basis of sorting out buyer′s channel selection and purchase opportunity selection,dynamic pricing models with developers and intermediaries as subjects are constructed respectively to discuss the optimal dual-channel response strategy,and the model is numerically checked.The research finds that:with the increase of the proportion of consumption-type buyers,the direct channel and the intermediary channel will play a game of price strategy,and the direct channel dominates the competition.Both sides tend to offer bigger incentives for buyers to make early decisions.The research results can provide theoretical basis for dynamic pricing of real estate dual-channel sales model.

关 键 词：动态定价 期房 现房 直接渠道 中介渠道 

分 类 号：F293.352[经济管理—国民经济]