考虑参考价格效应的易逝品促销与定价策略  

Promotion and Pricing Strategy for Perishable Products Considering Reference Price Effect

作　　者：邱兵兵 QIU Bingbing(Nanjing Audit University Jinshen College,Nanjing 210023,China)

机构地区：[1]南京审计大学金审学院,南京210023

出　　处：《科技和产业》2022年第10期265-269,共5页Science Technology and Industry

摘　　要：消费者的购买行为会受到不同时期产品价格的影响,由此形成参考价格效应。将产品销售划分为全价阶段和降价阶段,在分析参考价格效应对消费者效用影响的基础上,考虑促销努力产生的需求增加量,得出两个销售阶段消费者需求和企业利润的函数表达式,建立易逝品促销与定价决策模型。通过对模型的分析与求解,得到使企业利润实现最大化的促销与定价策略。分析参数变化对最优策略、消费者需求和企业利润的影响,为企业在不同情形下制定易逝品定价相关决策提供理论支持。Customer purchasing behavior is influenced by product prices in different stage.Thus,reference price effect is formed.The selling horizon is divided into full-price and markdown period.Based on the influence of reference price effect to customer utility and the increase in demand result from promotional effort,the expressions of customer demand and enterprise profit are derived.Then,the promotion and pricing decision model is established for perishable products.By analyzing and solving the proposed model,the optimal strategy is obtained to maximize enterprise profit.The impacts of parameter changing on the optimal strategy,customer demand and maximal profit is analyzed,to provide theoretical support for enterprise when formulating price-related decisions in various situations.

关 键 词：参考价格效应 易逝品 促销 定价 消费者效用 

分 类 号：F274[经济管理—企业管理]