电子商务环境下企业网上直销的动态定价策略研究

发布时间：2018-11-19 13:06

【摘要】：随着动态定价的广泛应用与信息技术的飞速发展，消费者的购买行为变得越来越具有策略性。这种策略性主要体现在：消费者通过对商品市场信息（如价格、库存、供求关系等）的搜寻来预测商品在未来的价格，并权衡在各时间点进行购买的消费者盈余，进而选择最佳的购买时机。电子商务环境下动态定价策略的实施虽在一定程度上增加了企业的收益，但由此引致的消费者策略性对企业来说已不容忽视。因此，企业如何将消费者策略性行为与动态价格策略进行有机的结合，以及该引入何种应对机制来缓解策略性消费者的影响，并引导消费者在高价时进行购买，从而实现企业利润的最大化，这无论是对理论研究或实际运用，都显得尤为重要。本文通过对动态定价理论和网络消费者行为理论的深入研究，归纳总结出现有研究的不足：现阶段，网络环境下的动态定价大多是传统动态定价策略的生搬硬套，能结合网络消费者行为来展开研究的文献非常少，尤其是消费者的策略性。紧接着本文对服装产品与网络服装市场进行了深入的分析，综合运用了动态规划、经济机制设计、模拟仿真等理论和方法，对上述问题进行了探索，并创新性的提出了实施订单抵用机制的动态定价模型。结合对模型的分析，有以下结论： (1)无论是否实施订单抵用机制，，消费者的策略性均会降低企业的最优价格与期望收益，当企业实施订单抵用机制后，策略性消费者的保留价格得以提高，引导更多的策略性消费者选择在阶段Ι购买，使得阶段Ι的消费者购买率提高，不仅在一定程度上缓解了消费者的策略性，也提升了企业的品牌形象。 (2)消费者的策略性对企业两阶段最优价格及期望收益的影响是导致企业价格战的一个重要原因，而实施动态定价订单抵用机制能缓解消费者的策略性，提高企业在两阶段的最优定价，同时还能通过对折算因子θ的控制来调控两阶段的最优价格，使企业的期望收益增加。错误！未找到引用源。
[Abstract]:With the wide application of dynamic pricing and the rapid development of information technology, consumers' purchasing behavior becomes more and more strategic. This strategy is mainly reflected in consumers' search for information on commodity markets (such as prices, inventories, supply and demand) to predict future prices and weigh the surplus of consumers who buy at various points in time. Then choose the best time to buy. Although the implementation of dynamic pricing strategy in e-commerce environment has increased the profit of enterprises to a certain extent, the resulting consumer strategy can not be ignored. Therefore, how to combine consumer strategic behavior with dynamic pricing strategy organically, and what kind of coping mechanism should be introduced to mitigate the impact of strategic consumers and guide consumers to purchase at high prices. Therefore, it is very important to realize the maximization of enterprise profit, whether it is theoretical research or practical application. Through the deep research on dynamic pricing theory and online consumer behavior theory, this paper summarizes the shortcomings of the research: at present, the dynamic pricing in the network environment is mostly a copy of the traditional dynamic pricing strategy. There is very little literature that can combine online consumer behavior, especially consumer strategy. Then, this paper makes a deep analysis of the clothing products and the online clothing market, and makes comprehensive use of the theories and methods of dynamic programming, economic mechanism design, simulation and so on, and explores the above problems. An innovative dynamic pricing model is proposed to implement the order offset mechanism. Based on the analysis of the model, the conclusions are as follows: (1) whether or not the order offset mechanism is implemented, the strategy of consumers will reduce the optimal price and expected income of the enterprise, when the enterprise implements the order offset mechanism, The retention price of strategic consumers can be raised, leading more strategic consumers to choose to buy at stage I, so that the purchasing rate of consumers at stage I is increased, which not only alleviates the strategy of consumers to a certain extent, Also improve the brand image of the enterprise. (2) the influence of consumers' strategy on the two-stage optimal price and expected income of enterprises is an important reason leading to the price war of enterprises, and the implementation of dynamic pricing order offset mechanism can alleviate the strategy of consumers. At the same time, the optimal price of two stages can be controlled by controlling the conversion factor 胃, which can increase the expected income of the enterprise. Wrong! No reference source was found.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.36;F416.86

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