混合型消费者的短生命周期产品动态定价

工业工程 ›› 2011, Vol. 14 ›› Issue (1): 38-42.

混合型消费者的短生命周期产品动态定价

1.天津工业大学工商学院，天津 300387；2.天津药物研究院，天津 300193

出版日期:2011-02-28 发布日期:2011-03-22
作者简介:申成霖（1975-），男，山东省人，副教授，博士，主要研究方向为运营管理、营销科学等.
基金资助:
天津市高等学校人文社会科学研究项目（20082103）

Optimal Dynamic Pricing Policies of ShortLifeCycle Products for Hybrid Consumers

1.School of Business,Tianjin Polytechnic University,Tianjin 300387,China;
2.Tianjin Institute of Pharmaceutical Research,Tianjin 300193,China

Online:2011-02-28 Published:2011-03-22

摘要/Abstract

摘要： 混合型消费者的短生命周期产品动态定价摘要：研究了复杂市场环境下针对混合型消费者（策略型消费者和非策略型消费者并存）的一类短生命周期产品的动态定价问题，分析消费者与销售商间的博弈过程，确定了消费者的最优购买决策。建立不同时刻的需求模型，并对消费行为进行了分析。以销售商总体收益最大化为目标，确定了两阶段的最优价格策略。

关键词: 策略型消费者, 动态定价, 消费行为, 短生命周期产品

Abstract: The dynamic pricing problem of shortlifecycle products is discussed for an environment with strategic and nonstrategic consumer coexistence.Firstly, a game theory process between a retailer and its consumers is analyzed, and the optimal purchasing policies of the consumers are determined.Then, demand models at different times are established and the consumers’ behaviors are analyzed.Finally, the optimal dynamic pricing policy is introduced for the maximization of overall revenues of the above two stages.

Key words: strategic consumers, dynamic pricing, consumer behavior, short life cycle product

中图分类号:

F224

申成霖1，张新鑫2. 混合型消费者的短生命周期产品动态定价[J]. 工业工程, 2011, 14(1): 38-42.

Shen Cheng-lin1, Zhang Xin-xin2. Optimal Dynamic Pricing Policies of ShortLifeCycle Products for Hybrid Consumers[J]. Industrial Engineering Journal , 2011, 14(1): 38-42.

参考文献

［1］Jeffrey I M,Garrett J V R.Revenue management: research overview and prospects［J］.Transportation Science,1999,33(2):233257. ［2］Levin Y,McGill J,Nediak M.Risk in revenue management and dynamic pricing［J］.Operations Research,2008,56(2):326343. ［3］李根道，熊中楷，聂佳佳.库存和价格影响需求的易逝品动态定价［J］.系统管理学报，2009,18(4)：402409. ［4］Gallego G,Van Ryzin G.Optimal dynamic pricing of inventories with stochastic demand over finite horizons［J］.Management Science,1994,40(8):9991020. ［5］Kopalle P K,Rao A G,Assuncao J L.A symmetric reference price effects and dynamic pricing policies［J］.Marketing Research,1996,15(1):6085. ［6］Bertsmas D,Boer S D.Dynamic pricing and inventory control for multiple products［J］.Journal of Revenue and Pricing Management,2005,3(4):203219. ［7］Dhebar A,Oren S S.Optimal dynamic pricing for expanding Networks［J］.Marketing Science,1985,4(4):336351. ［8］Monahan G E,Petruzzi N C,Zhao W.The dynamic pricing problem from a newsvendor’s perspective［J］.Manufacturing & Service Operations Management,2004,6(1):7391. ［9］Stokey N.Intertemporal price discrimination［J］.Quarterly Journal of Economics,1979,93(3):355371. ［10］ Landsberger M,Meilijson I.Intertemporal price discrimination and sales strategy under incomplete information［J］.RAND Journal of Economics,1985,16(3):424430. ［11］Besanko D,Winston W L.Optimal price skimming by a monopolist facing rational consumers［J］.Management Science,1990,36(5):555567. ［12］Levin Y,McGill J,Nediak M.Optimal dynamic pricing of perishable items by a monopolist facing strategic consumers［C］.Kingston,Ontario,Canada:Queen’s University,2005. ［13］Elmaghraby W,Gulcu A,Keskinocak P.Designing optimal preannounced markdowns in the presence of rational customers with multi unit demands［J］.Manufacturing & Service Operations Management,2008,10(1):126148. ［14］Liu Q,van Ryzin G.Strategic capacity rationing to induce early purchases［J］.Management Science,2008,54(6):11151131. ［15］Aviv Y,Pazgal A.Optimal pricing of seasonal products in the presence of forwardlooking consumers［J］.Manufacturing & Service Operations Management,2008,10(3):339359. ［16］Desiraju R,Shugan S M.Strategic service pricing and yield management［J］.Journal of Marketing,1999,63(1):4456. ［17］Su X M,Zhang F Q.Strategic customer behavior,commitment,and supply chain performace［J］.Management Science,2008,54(10):17591773. ［18］Cachon G P,Swinney R.Purchasing,pricing,and quick response in the presence of strategic consumers［J］.Management Science,2009,55(3):497511. ［19］Feng Y,Gallego G.Perishable asset revenue management with Markovian time dependent demand intensities［J］.Management Science,2000,46(7):941951.

[1]	李锋, 余菡. 模仿创新企业进入时机和动态定价联合决策问题研究[J]. 工业工程, 2020, 23(5): 11-21,95.
[2]	施国洪, 李凌霄, 陈敬贤. 考虑缺货情况的销售商预售策略研究[J]. 工业工程, 2020, 23(1): 59-66.
[3]	李豪, 高祥, 杨茜. 需求不确定下考虑顾客策略行为的易逝品定价策略[J]. 工业工程, 2019, 22(2): 10-18.
[4]	李豪, 陈春洋, 邹柳馨. 考虑乘客策略行为的航空客运定价策略与中介商销售机制研究[J]. 工业工程, 2018, 21(5): 24-30,49.
[5]	李豪1, 2，彭庆1. 竞争环境下考虑需求学习的动态定价策略[J]. 工业工程, 2015, 18(5): 87-92.
[6]	彭庆1，李豪2 . 考虑乘客策略行为的航空客运收益管理模型[J]. 工业工程, 2011, 14(4): 160-165.