具有折扣销售期的网络零售商定价策略分析

发布时间：2019-05-13 12:51

【摘要】："双11"等网络节日期间超低的价格折扣激发了巨大的消费需求,导致折扣销售期的销售额连年攀升。虽然折扣销售期间由于繁忙的客服、拥堵的物流以及可能的缺货风险导致消费者的服务体验降低,但是超低的价格折扣给消费者带来巨大的愉悦度;因此,网络零售商如何确定正常销售期和折扣销售期产品的零售价格成为关键,消费者如何权衡正常销售期和折扣销售期产品的零售价格,选择最佳购买时机,需要探究。本文讨论存在策略性消费者的比价行为时,网络零售商的定价问题,分别给出网络零售商在动态定价和价格承诺下的最优定价。进一步比较动态定价策略和价格承诺策略,得出,网络零售商的最优定价策略是价格承诺,零售商可以从消费者的比价行为中获利,且价格降低给消费者带来的愉悦度越高,网络零售商的收益越高。最后,给出了最优定价策略下网络零售商的最优价格折扣。
[Abstract]:Ultra-low price discounts during online festivals such as Shuang11 have sparked huge consumer demand, leading to year-on-year increases in sales during discount sales. Although the service experience of consumers is reduced due to busy customer service, congested logistics and possible risk of shortage during discount sales, ultra-low price discounts bring great pleasure to consumers. Therefore, how to determine the retail price of products in the normal selling period and the discounted sales period becomes the key for the online retailers to determine the retail price of the products in the normal selling period and the discounted sales period, and how to balance the retail price of the products in the normal selling period and the discounted sales period needs to be explored. In this paper, the pricing problem of online retailers is discussed when there is the price comparison behavior of strategic consumers, and the optimal pricing of online retailers under dynamic pricing and price commitment is given respectively. By further comparing the dynamic pricing strategy and the price commitment strategy, it is concluded that the optimal pricing strategy of the online retailers is the price commitment, and the retailers can profit from the price comparison behavior of the consumers, and the higher the pleasure that the price reduction brings to the consumers. The higher the revenue of online retailers. Finally, the optimal price discount of online retailers under the optimal pricing strategy is given.
【作者单位】：南京大学工程管理学院;
【基金】：国家自然科学基金资助项目(71471086、71271111、70802041)
【分类号】：F724.6;F726

【参考文献】