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天天平价还是动态定价?\——基于策略消费者行为的视角

徐贤浩, 陈雯,  沈古文   

  1. 华中科技大学管理学院, 武汉 430074
  • 收稿日期:2011-05-31 出版日期:2011-10-25 发布日期:2012-01-04

徐贤浩, 陈雯, 沈古文. 天天平价还是动态定价?\——基于策略消费者行为的视角[J]. 系统科学与数学, 2011, 31(10): 1163-1173.

XU Xian-hao, CHEN Wen, SHEN Gu-wen. EVERY DAY LOW PRICING OR DYNAMIC PRICING IN THE PRESENCE OF STRATEGIC CONSUMERS[J]. Journal of Systems Science and Mathematical Sciences, 2011, 31(10): 1163-1173.

EVERY DAY LOW PRICING OR DYNAMIC PRICING IN THE PRESENCE OF STRATEGIC CONSUMERS

XU Xian-hao, CHEN Wen, SHEN Gu-wen   

  1. School of Management, Huazhong University of Science & Technology, Wuhan 430074
  • Received:2011-05-31 Online:2011-10-25 Published:2012-01-04
动态定价有利于厂商获得更多的消费者剩余, 但是也会促使策略消费者持币观望, 等待低价. 研究策略消费者所占比例对厂商定价和
库存决策的影响,给出了不限量动态定价、限量动态定价和天天平价三种策略的适用范围. 当价格外生时,仅当对商品评价高的消费者数量
较多且策略消费者所占比例适中时,限量策略较好; 当价格内生时,若策略消费者比例较大,薄利多销的天天平价策略能吸引策略消费者尽早购买,若策略消费者比例较小, 采取不限量动态定价策略能获得更大利润.
Dynamic pricing helps the firm to exploit consumers surplus, but it also creates an incentive for strategic consumers to wait for lower price. This paper studies the optimal pricing and stocking decision of a fashion-like seasonal good in a market containing both strategic and nonstrategic consumers. We compare three strategies: rationing dynamic pricing, unrationing dynamic pricing and static pricing. When price is exogenous, rationing dynamic pricing is optimal only if there is a sufficiently large segment of high-valuation consumers and the proportion of strategic consumer is medium. When price is endogenous, rationing dynamic pricing is always inferior. Everyday low pricing outperforms while the number of strategic consumer is small, otherwise unrationing dynamic pricing is optimal.

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