竞争环境下考虑顾客惰性行为的易逝品动态定价

doi:10.12005/orms.2020.0241

运筹与管理 ›› 2020, Vol. 29 ›› Issue (9): 179-185.DOI: 10.12005/orms.2020.0241

竞争环境下考虑顾客惰性行为的易逝品动态定价

侯福均¹, 翟玉冰¹, 胡玉生²

1. 北京理工大学管理与经济学院, 北京 100081;
2. 北京信息科技大学信息管理学院, 北京 100192

收稿日期:2018-08-29 出版日期:2020-09-25
通讯作者: 翟玉冰(1989-), 女, 河南濮阳人, 博士研究生, 研究方向:决策理论与方法, 收益管理。
作者简介:侯福均(1967-), 男, 河北三河人, 教授, 博士生导师, 研究方向:决策理论与方法, 运筹与优化, 不确定理论及应用
基金资助:
国家自然科学基金资助项目(71571019)

Dynamic Pricing Strategy for Perishable Products in Competitive Markets with Customer Inertia

HOU Fu-jun¹, ZHAI Yu-bing¹, HU Yu-sheng²

1. School of Management and Economics, Beijing Institute of Technology, Beijing 100081, China;
2. School of Information Management, Beijing Information Science & Technology University, Beijing 100192, China

Received:2018-08-29 Online:2020-09-25

摘要/Abstract

摘要： 消费者购买决策的行为倾向对企业的收益管理有着不可忽视的影响。本文在竞争企业动态定价问题中, 考虑了顾客惰性行为——即顾客购买决策的非理性拖延倾向——的影响。证明了库存充足情况下, 多企业多期博弈各销售期都存在唯一的纯策略纳什均衡。数值模拟表明, 顾客惰性对企业的最优价格和企业最大期望收益均造成负面影响, 且对销售低质量产品的企业的负面影响更大。此外, 顾客惰性宽度对各企业最优价格和最大期望收益的影响边际效应递增, 而顾客惰性深度产生的影响边际效应递减。

关键词: 动态定价, MNL模型, 顾客惰性行为, 纯策略纳什均衡

Abstract: Revenue management is deeply influenced by the behavioral tendency of consumers’ purchasing decision. In this paper, the influence of customer inertia, that is to say, the irrational delay tendency of customer purchasing decision, is considered in the dynamic pricing of competitive enterprises. In the multi-enterprise multi-period game, it is proved that there is a unique pure strategic Nash equilibrium in each sales period under the condition of sufficient inventory. Numerical simulation shows that customer inertia has a negative impact on the optimal pricing and the maximum expected revenue of the enterprises, and the situation is worse for the enterprise selling low-quality product. In addition, the marginal effect of the inertia width increases, while for the inertia depth, it decreases.

Key words: dynamic pricing, purchase decision, customer inertia, pure-strategy Nash equilibrium

中图分类号:

F272.3

侯福均, 翟玉冰, 胡玉生. 竞争环境下考虑顾客惰性行为的易逝品动态定价[J]. 运筹与管理, 2020, 29(9): 179-185.

HOU Fu-jun, ZHAI Yu-bing, HU Yu-sheng. Dynamic Pricing Strategy for Perishable Products in Competitive Markets with Customer Inertia[J]. Operations Research and Management Science, 2020, 29(9): 179-185.

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竞争环境下考虑顾客惰性行为的易逝品动态定价

Dynamic Pricing Strategy for Perishable Products in Competitive Markets with Customer Inertia

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