顾客支付意愿含参考效应的收益管理定价研究

发布时间：2018-02-10 16:18

本文关键词： 收益管理动态定价支付意愿参考效应随机动态规划　出处：《南京理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,收益管理已广泛应用于航空、酒店、汽车租赁等传统行业以及电子商务、金融、网络零售等非传统行业,且收益管理方法和技术的研究也逐步走向成熟。但是,传统收益管理模型建立在顾客需求是外生变量的基础上,忽略顾客作为一个行为人的特征,从而削弱了收益管理方法的有效性。本文基于顾客有限理性行为的参考依赖特征,考虑参考价格对顾客支付意愿的影响,将参考效应引入需求函数,以随机动态规划理论为研究工具,研究基于静态和动态两类参考价格的动态定价模型,探讨参考效应影响下的收益管理动态定价策略。本文主要研究以下四部分内容:第一,支付意愿及参考效应的具体表达与刻画;第二,基于静态参考价格的离散时段动态定价模型;第三,基于动态参考价格的离散时段动态定价模型;第四,在给定初始价格的情况下对模型作进一步讨论。本文首先探讨了支付意愿及参考效应的表达,研究参考效应函数的相关性质,探索参考点依赖性对顾客需求的一般影响规律;在此基础上构建基于静态及动态参考价格的收益管理动态定价的随机规划模型,提出最优价格路径的计算方法,通过仿真算例探讨参考效应对企业最终收益及初始价格、价格变动方向、价格离散程度等具体定价策略的影响;最后讨论了单一定价策略、固定初始价格策略这两类特殊情况。通过数理推演和算例分析,得到如下研究结论:第一,在动态参考价格情境下,参考效应对提高企业收益具有积极的正向作用;而在静态参考价格情境下,不同条件下会产生两种相反的情况。第二,无论是在动态还是静态参考价格情境下,提高初始价格是企业增加收益的有效手段。第三,关于价格变动方向,动态和静态参考价格情境下都促进了企业降价的使用。第四,在动态参考价格情境下,企业采用降价策略,企业定价更为离散;反之采用升价策略,企业定价更为集中;而在静态参考价格情境下,企业降价以及升价幅度都在减小,且参考效应越强,企业定价更为集中。除此之外,本文考虑了另外两种特殊的定价策略:单一定价策略及固定初始定价策略,分析了不同情境下如何使用不同的定价策略。
[Abstract]:In recent years, revenue management has been widely used in traditional industries such as aviation, hotel, car rental, electronic commerce, finance, network retailing and other non-traditional industries. The traditional revenue management model is based on the fact that customer demand is an exogenous variable, neglecting the characteristics of customer as an actor, which weakens the effectiveness of revenue management. Considering the influence of reference price on customer's willingness to pay, the reference effect is introduced into demand function, and the dynamic pricing model based on static and dynamic reference price is studied with stochastic dynamic programming theory as the research tool. This paper discusses the dynamic pricing strategy of revenue management under the influence of reference effect. This paper mainly studies the following four parts: first, the specific expression and characterization of the willingness to pay and the reference effect; second, Discrete period dynamic pricing model based on static reference price; third, discrete period dynamic pricing model based on dynamic reference price; 4th, Under the condition of given initial price, the model is further discussed. Firstly, this paper discusses the expression of willingness to pay and reference effect, studies the related properties of reference effect function, and explores the general influence law of reference point dependence on customer demand. On this basis, the stochastic programming model of dynamic pricing of revenue management based on static and dynamic reference price is constructed, and the calculation method of optimal price path is proposed. The reference effect on the final income and initial price of the enterprise is discussed through a simulation example. Finally, this paper discusses two kinds of special cases: single pricing strategy and fixed initial price strategy. Through mathematical deduction and example analysis, the following conclusions are obtained: first, In the dynamic reference price situation, the reference effect has a positive positive effect on improving the enterprise income, while in the static reference price situation, there will be two opposite situations under different conditions. Second, Whether in the dynamic or static reference price situation, raising the initial price is an effective means for enterprises to increase their income. Third, regarding the direction of price change, both dynamic and static reference price situations have promoted the use of enterprise price reduction. 4th, Under the dynamic reference price situation, the enterprise adopts the price reduction strategy, the enterprise pricing is more discrete; on the contrary, the enterprise pricing is more concentrated by adopting the price increase strategy; but under the static reference price situation, the enterprise price reduction and the price increase range are decreasing, Moreover, the stronger the reference effect is, the more centralized the enterprise pricing is. In addition, this paper considers two other special pricing strategies: single pricing strategy and fixed initial pricing strategy, and analyzes how to use different pricing strategies in different situations.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

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