关键词: 动态定价策略, 效用折扣因子, 促销概率

Abstract: For the problem about the consumers’ dissatisfaction with the price discrimination in e-commerce environment, as well as the characteristics such as long life cycle of durable goods, time and price dependent of product requirement and so on, this paper proposes a dynamic pricing model and strategy. The model derives the probability of different prices of durable goods when consumers browsing online by constructing transition matrix. Then it proposes an optimal pricing policy of maximum profit set for retailer by analyzing the purchase behaviors of consumers with consumer multi-stage utility function. In order to validate the model and strategy, we analysis the effect of main parameters on optimal pricing by numerical simulation experiment. Experiments show that retailers should reduce the frequency of promotion and high price, and increase lower price to induce high-end consumers to buy high price products when the factor of discount is higher. And the utility size of factor of discount decide whether the online retailer to hide his own promotion probability.

Key words: dynamic pricing strategy, utility of discount factor, promotion probability