存在替代品情况下考虑消费者策略行为的动态定价.PDF

28 1 Vol.28 No.1 2013 2 JOURNAL OF SYSTEMS ENGINEERING Feb. 2013 , , (, 230026) : , , . , , , . . , , . : ; ; ; : TP273 : A :2013 Dynamic pricing based on substitutes and strategic consumers Bi Gongbing, Wang Yixuan, Ding Jingjing (School of Management, University of Science and Technology of China, Hefei 230026, China ) Abstract: 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 opti- mal 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. Key words: substitutes; strategic consumer; dynamic pricing; valuation 1 [1] , Levin , [2] , . Elmaghraby , . , [3] . . Mitra [4] , [5] [6] . Feng . Zhao . : : : ; . 48