存在替代品情况下考虑消费者策略行为的动态定价

摘要

This paper develops a two-period dynamic pricing model based on strategic behaviors of consumers and two brands of substitutes which are sold by a monopolist. Assuming that the consumers' valuations for the two brands of products are heterogeneous and uniformly distributed, valuation functions in the two periods could be formulated through relative parameters. The consumers' purchasing decisions and the seller's optimal pricing strategy are obtained by comparing consumer surpluses. Decision making process with myopic consumers is analyzed. A numerical example is given to analyze the influence of the main parameters to the optimal pricing. The results show that strategic consumers' behavior can reduce the extra profit of the dynamic pricing.%针对消费者策略行为,在单个厂商销售两种可替代产品情况下,建立了两周期动态定价模型.假设消费者对产品的估价是异质的,且服从均匀分布,通过相对估价系数构造两种产品不同周期内的估价函数,比较不同的消费者剩余得到消费者的购买决策以及厂商的最优定价策略.还分析了只存在短视型消费者时厂商和消费者的决策.最后通过数值实验,分析了模型主要参数变化对最优定价策略的影响,发现消费者的策略行为会减小厂商通过动态定价所获得的额外收益.