| 考虑消费者行为转化的零售商两阶段动态定价研究 |
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| 引用本文： | 王道平,宋雨情. 考虑消费者行为转化的零售商两阶段动态定价研究[J]. 运筹与管理, 2021, 30(9): 152-157. DOI: 10.12005/orms.2021.0293 |
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| 作者姓名： | 王道平 宋雨情 |
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| 作者单位： | 北京科技大学 经济管理学院,北京 100083 |
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| 基金项目： | 国家自然科学基金资助项目(71871017);北京市教委社科基金项目(SM201910037004) |
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| 摘 要： | 考虑消费者呈现的不同行为特征,将其划分为两类:策略型和短视型。不同类型的消费者对同一产品会给出差别估价,假设这一估价呈随机分布,研究存在消费者行为转化的产品两阶段动态定价问题。引入消费者剩余对策略型和短视型消费者的市场响应特征进行描述,考虑贴现率,建立两阶段动态定价模型,分析不同类型消费者的差别决策过程,并且采用逆推法求解动态定价模型,得到最优价格策略。研究表明消费者期望购买数量与降价幅度都和转化率成负相关,此外,通过对比考虑转化和不考虑转化的两种情形下零售商总的期望利润,发现如果零售商没有考虑转化率而仅根据市场初期调查的消费者构成来进行产品定价将会给零售商带来损失,并且两种情形的利润差值随转化率的升高呈先上升后下降的变化趋势。
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| 关 键 词： | 动态定价 短视消费者 策略消费者 消费者行为转化 |
| 收稿时间： | 2018-07-05 |
Study on Retailer's Two-Stage Dynamic Pricing Considering Consumer Behavior Transformation |
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| WANG Dao-ping,SONG Yu-qing. Study on Retailer's Two-Stage Dynamic Pricing Considering Consumer Behavior Transformation[J]. Operations Research and Management Science, 2021, 30(9): 152-157. DOI: 10.12005/orms.2021.0293 |
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| Authors: | WANG Dao-ping SONG Yu-qing |
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| Affiliation: | School of Economics and Management, University of Science and Technology Beijing, Beijing 100083, China |
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| Abstract: | Considering the different behavioral characteristics presented by consumers, they are divided into two categories: strategic and short-sighted. Different types of consumers will give a differential valuation for the same product. Assuming that this valuation is randomly distributed, the retailer's two-stage dynamic pricing problem considering consumer behavior transformation is studied. The paper introduces consumer surplus to describe the market response characteristics of strategic and short-sight consumers, consider the discount rate, establish a two-stage dynamic pricing model, and analyze the differential decision-making process of different types of consumers, and the paper uses the inverse-push method to solve the established dynamic pricing model so as to get the best price strategy. The research shows that consumers expect both the quantity of purchases and the price cuts to be negatively correlated with the conversion rate. In addition, by comparing the total expected profit of retailers in the two cases of considering conversion and not considering conversion, we find that if the retailer does not consider the conversion rate, only according to the consumer composition of the initial market survey, product pricing will bring losses to the retailer, and the profit difference between the two cases will increase first and then decrease with the increase of the conversion rate. |
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| Keywords: | dynamic pricing shortsighted consumers strategic consumers customer behavior transformation |
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