可加效用下基于消费者惰性的易逝品动态定价

doi:10.16381/j.cnki.issn1003-207x.2019.1060

中国管理科学 ›› 2022, Vol. 30 ›› Issue (6): 99-105.doi: 10.16381/j.cnki.issn1003-207x.2019.1060

可加效用下基于消费者惰性的易逝品动态定价

胡玉生¹, 李金林², 张文思³, 赵天¹

1.北京信息科技大学信息管理学院，北京100192；2.北京理工大学管理与经济学院，北京100081；3.中国海洋大学经济学院海洋发展研究院，山东青岛266100

收稿日期:2019-07-20 修回日期:2019-11-26 出版日期:2022-06-20 发布日期:2022-06-24
通讯作者: 胡玉生(1981-)，男(汉族)，安徽蚌埠人，北京信息科技大学信息管理学院，讲师，博士，研究方向：收益管理，Email：huyusheng1981@163.com. E-mail:huyusheng1981@163.com
基金资助:
国家自然科学基金资助项目(91746210，71432002，71672011，71972012)；北京市社会科学基金资助项目(19YJB015，20JJC023)；教育部人文社会科学研究青年基金资助项目(20YJC630056)；北京信息科技大学“勤信人才”培育计划资助项目(QXTCP C202116)；北京市教育委员会科技计划一般项目(KM202111232017)

Dynamic Pricing of Perishable Product Based on Consumer Inertia under Additive Utility

HU Yu-sheng¹, LI Jin-lin², ZHANG Wen-si³, ZHAO Tian¹

1. School of Information Management, Beijing Information Science and Technology University, Beijing 100192, China; 2. School of Management and Economics, Beijing Institute of Technology, Beijing 100081, China; 3. School of Economics, Marine Development Studies Institute, Ocean University of China, Qingdao 266100, China

Received:2019-07-20 Revised:2019-11-26 Online:2022-06-20 Published:2022-06-24
Contact: 胡玉生 E-mail:huyusheng1981@163.com

摘要/Abstract

摘要： 本文在考虑销售商的风险规避态度和消费者惰性的情况下，研究了易逝品的动态定价策略。首先给出风险规避的销售商实施动态定价的马尔可夫决策过程，并运用MNL随机效用模型来刻画惰性消费者的购买决策，在此基础上，以风险规避销售商的期望效用最大化为目标，利用动态规划方法建立了可加效用下的易逝品动态定价模型，并探讨了消费者的惰性行为和销售商的风险规避态度对最优价格的影响。结论表明：在销售商的风险态度为风险规避的情况下，考虑消费者惰性行为的最优价格随库存水平的增加而降低，随剩余销售时间的增加而提高，消费者的惰性行为和销售商的风险规避态度对最优价格都存在负向影响，即最优价格随惰性深度的增加而降低，随惰性宽度的增加而降低，同时，销售商的风险规避态度越强烈，其制定的产品价格越低。

关键词: 惰性行为；动态定价；风险规避；易逝品

Abstract: The dynamic pricing strategy of perishable product is studied considering seller’s risk aversion and consumer inertia. Firstly, a Markov decision process is given for characterizing dynamic pricing strategy of risk-averse seller, and MNL random utility model is used to characterize the purchase decision of inertial consumer. On this basis, the dynamic pricing model of perishable product under the additive effect is established to maximize the risk-averse seller’s expected utility by dynamic programming method, and the influence of consumer inertia and seller’s risk aversion on the optimal price is discussed. The conclusions show that the optimal price decreases with the increase of inventory level, but increases with the increase of remaining sales time in the context of seller’s risk aversion and consumer inertia, and seller’s risk aversion and consumer inertia have both negative impact on the optimal price, in other words, the optimal price decreases with the increase of the inertia depth and inertia breadth, and the stronger seller’s risk aversion, the lower optimal price.

Key words: inertia behavior; dynamic pricing; risk aversion; perishable product

中图分类号:

F272.3

胡玉生, 李金林, 张文思, 赵天. 可加效用下基于消费者惰性的易逝品动态定价[J]. 中国管理科学, 2022, 30(6): 99-105.

HU Yu-sheng, LI Jin-lin, ZHANG Wen-si, ZHAO Tian. Dynamic Pricing of Perishable Product Based on Consumer Inertia under Additive Utility[J]. Chinese Journal of Management Science, 2022, 30(6): 99-105.

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可加效用下基于消费者惰性的易逝品动态定价

Dynamic Pricing of Perishable Product Based on Consumer Inertia under Additive Utility

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