需求不确定下考虑顾客策略行为的易逝品定价策略
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摘要
在市场需求不确定且顾客具有策略行为时,研究易逝品厂商动态定价和价格承诺策略。通过建立厂商和顾客的不完全信息博弈模型,分析了两竞争厂商在2种定价策略下的精炼贝叶斯均衡,求得了均衡定价和期望收益。利用数值分析进一步比较2种定价策略的最佳适用范围,并讨论了需求预期、顾客策略程度和顾客购买意愿对均衡结果的影响。研究表明,在动态定价策略下,当市场处于适度竞争时,顾客策略程度越大,厂商收益越大;顾客购买意愿适中时,动态定价策略更优;顾客策略程度适中,或顾客策略程度较大且需求预期也较大时,价格承诺策略更优。
Dynamic pricing and price commitment for perishable product company with consumer strategic behavior and demand uncertainty is studied. A game model with incomplete information is proposed to analyze the Perfect Bayesian Equilibrium of the two competitive companies in the two strategies, and obtain the equilibrium prices as well as expected profits. Numerical experiments are given to compare the optimal allocations of the two strategies, and discuss the influence of the demand anticipation, the degree of consumers' strategy, and the buying intention of consumers on the equilibrium. It is showed that under the dynamic pricing strategy, when the market is in moderate competition, the greater the degree of customers' strategy, the greater the profit. Moreover, dynamic pricing is preferred over price commitment when the buying intention of consumers is moderate, and price commitment is better when the degree of consumers' strategy and the demand anticipation are both large or the degree of consumers' strategy is moderate.
Dynamic pricing and price commitment for perishable product company with consumer strategic behavior and demand uncertainty is studied. A game model with incomplete information is proposed to analyze the Perfect Bayesian Equilibrium of the two competitive companies in the two strategies, and obtain the equilibrium prices as well as expected profits. Numerical experiments are given to compare the optimal allocations of the two strategies, and discuss the influence of the demand anticipation, the degree of consumers' strategy, and the buying intention of consumers on the equilibrium. It is showed that under the dynamic pricing strategy, when the market is in moderate competition, the greater the degree of customers' strategy, the greater the profit. Moreover, dynamic pricing is preferred over price commitment when the buying intention of consumers is moderate, and price commitment is better when the degree of consumers' strategy and the demand anticipation are both large or the degree of consumers' strategy is moderate.
引文
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[15]JERATH K,NETESSINE S,VEERARAGHAVAN S K.Revenue management with strategic customers:last-minute selling and opaque selling[J].Management Science,2010,56(3):430-448.
[16]SU X.A model of consumer inertia with applications to dynamic pricing[J].Production and Operations Management,2009,18(4):365-380.
[17]LEVIN Y,MCGILL J.Optimal dynamic pricing of perishable items by a monopolist facing strategic consumers[J].Production and Operations Management,2009,50(1):128-143.
[18]SRIRAM D,TONG C Y.Dynamic pricing when consumers are strategic:analysis of a posted pricing scheme[J].European Journal of Operational Research,2010,204(3):662-671.
[2]SU X.Intertemporal pricing with strategic customer behavior[J].Management Science,2007,53(5):726-741.
[3]BESANKO D,WINSTON W L.Optimal price skimming by a monopolist facing rational consumers[J].Marketing Science,1990,36(5):555-567.
[4]杨慧,周晶,宋华明.考虑消费者短视和策略行为的动态定价研究[J].管理工程学报,2010,24(4):133-137.YANG Hui,ZHOU Jing,SONG Huaming.A dynamic pricing model with strategic and myopic consumers[J].Journal of Industrial Engineering and Engineering Management,2010,24(4):133-137.
[5]BI G,LI L,YANG F,et al.Dynamic pricing based on strategic consumers and substitutes in a duopoly setting[J].Discrete Dynamics in Nature and Society,2014,2014:1-9.
[6]SU X,ZHANG F.Strategic customer behavior,commitment,and supply chain performance[J].Management Science,2007,54(10):1759-1773.
[7]CORREA J,MONTOYA R,THRAVES C.Contingent preannounced pricing policies with strategic consumers[J].Social Science Electronic Publishing,2012,64(1):251-272.
[8]LIU Q,ZHANG D.Dynamic pricing competition with strategic customers under vertical product differentiation[J].Management Science,2013,59(1):84-101.
[9]CHATWIN R E.Optimal dynamic pricing of perishable products with stochastic demand and a finite set of prices[J].European Journal of Operational Research,2000,125(1):149-174.
[10]FENG Q.Integrating dynamic pricing and replenishment decisions under supply capacity uncertainty[J].Management Science,2010,56(12):2154-2172.
[11]XU X,HOPP W J.Dynamic pricing and inventory control:the value of demand learning[J].Operations Research,2010,55(9):219-232.
[12]NALCA A,BOYACI T,RAY S.Competitive price-matching guarantees:equilibrium analysis of the availability verification clause under demand uncertainty[J].Management Science,2013,59(4):971-986.
[13]KAYA O,GHAHROODI S R.Inventory control and pricing for perishable products under age and price dependent stochastic demand[J].Mathematical Methods of Operations Research,2018,1(3):1-35.
[14]李娟,濮阳小娟.具有折扣销售期的网络零售商定价策略分析[J].管理工程学报,2017,31(3):149-154.LI Juan,PUYANG Xiaojuan.Pricing strategy of e-retailers with discount selling period[J].Journal of Industrial Engineering and Engineering Management,2017,31(3):149-154.
[15]JERATH K,NETESSINE S,VEERARAGHAVAN S K.Revenue management with strategic customers:last-minute selling and opaque selling[J].Management Science,2010,56(3):430-448.
[16]SU X.A model of consumer inertia with applications to dynamic pricing[J].Production and Operations Management,2009,18(4):365-380.
[17]LEVIN Y,MCGILL J.Optimal dynamic pricing of perishable items by a monopolist facing strategic consumers[J].Production and Operations Management,2009,50(1):128-143.
[18]SRIRAM D,TONG C Y.Dynamic pricing when consumers are strategic:analysis of a posted pricing scheme[J].European Journal of Operational Research,2010,204(3):662-671.