考虑参考效应的收益管理动态定价研究

发布时间：2019-06-05 19:29

【摘要】：近年来,收益管理的应用已从航空、酒店、汽车租赁等传统行业向交通、医疗、广告、电子商务等行业扩散,理论界对收益管理方法和技术的研究也日臻成熟和完善。然而,现有收益管理研究一般将顾客需求视为外生变量,忽略其个体行为特征,降低了收益管理方法的有效性。本文基于前景理论,考虑顾客有限理性行为中的参考依赖特征,以基于参考效应的需求模型代替基于短视型顾客行为假设的需求模型(与支付意愿有关的需求分布或确定性需求函数),以前景理论、最优控制理论、随机动态规划理论等作为研究工具,基于静态和动态两类参考价格构建动态定价模型,探索参考效应影响下的收益管理定价策略。本文的研究主要包括以下四部分内容：第一,参考效应的具体表达与刻画；第二,乘性参考效应作用下,考虑静态参考价格的动态定价决策；第三,加性参考效应作用下,考虑动态参考价格的正向更新价格策略;第四,加性参考效应作用下,考虑动态参考价格的随机动态规划模型。针对第一个问题,分析静态参考效应和动态参考效应,刻画加性参考效应模型和乘性参考效应模型,获取参考点依赖行为作用于顾客需求的一般规律。针对第二个问题,构建基于静态参考价格的连续时间收益管理定价模型,给出了闭型解,得到静态参考效应作用下,企业的连续时间定价规律。针对第三、第四个问题,构建基于动态参考价格的离散时间收益管理定价模型,给出了求解方法,探索动态参考效应对企业定价策略及收益的影响。通过理论分析和算例研究,得到研究结论如下：第一,在考虑参考效应的企业定价决策中,需求旺盛的情形下适宜采取升价策略；需求不足的情形下适宜采取降价策略。第二,在静态参考效应的作用下,企业在需求旺盛的市场采取以价格为导向的定价策略,在需求不足的市场采取以需求为导向的定价策略。第三,在动态参考效应的作用下,提高初始价格是企业增加收益的有效途径。除此之外,本文通过数值实验探索了参考效应对初始价格、定价方向、价格波动幅度以及企业收益的影响。参考效应对企业有着正反两方面的影响,通过合理的定价策略和更新次数的选择,企业保证了动态定价的有效性。
[Abstract]:In recent years, the application of income management has spread from the traditional industries such as aviation, hotel and car rental to the industries such as transportation, medical treatment, advertising and electronic commerce. However, the existing income management research generally regards the customer demand as the exogenous variable, and ignores the individual behavior characteristics, and reduces the effectiveness of the income management method. In this paper, based on the foreground theory, considering the reference-dependent features of the customer's limited rational behavior, the demand model based on the reference effect is used instead of the demand model (the demand distribution or the deterministic demand function related to the willingness to pay) based on the behavior assumption of the short-view type customer, and the foreground theory is applied. The optimal control theory, the stochastic dynamic programming theory and so on are used as the research tools, and the dynamic pricing model is constructed based on the static and dynamic reference prices, and the income management pricing strategy under the influence of the reference effect is explored. The research of this paper mainly includes the following four parts: first, the specific expression and characterization of the reference effect; the second, the multiplicative reference effect, taking into account the dynamic pricing decision of the static reference price; and thirdly, under the effect of the additive reference effect, Considering the forward update price strategy of the dynamic reference price, the stochastic dynamic programming model of the dynamic reference price is considered under the effect of the additive reference effect. According to the first problem, the static reference effect and the dynamic reference effect are analyzed, the additive reference effect model and the multiplicative reference effect model are described, and the general rule of the reference point-dependent behavior on the customer's needs is obtained. For the second problem, a continuous time-benefit management pricing model based on static reference prices is built, and the closed-type solution is given, and the continuous time-pricing rule of the enterprise under the effect of static reference effect is obtained. In view of the third and fourth problems, a discrete time-benefit management pricing model based on dynamic reference price is built, and the method of solving is given, and the influence of the dynamic reference effect on the pricing strategy and income of the enterprise is explored. The results of the study are as follows: First, in the case of the pricing decision of the enterprise considering the reference effect, it is appropriate to adopt the price-raising strategy in the case of strong demand; in the case of insufficient demand, it is suitable to adopt the price reduction strategy. Second, under the effect of static reference effect, the enterprises adopt the price-oriented pricing strategy in the market with high demand, and take the demand-oriented pricing strategy in the market with insufficient demand. Third, under the action of dynamic reference effect, it is an effective way to increase the initial price to increase the income of the enterprise. In addition, this paper explores the effect of the reference effect on the initial price, the pricing direction, the price fluctuation and the enterprise income. The reference effect has positive and negative effects on the enterprise, through the reasonable pricing strategy and the choice of the number of times of update, the enterprise ensures the effectiveness of the dynamic pricing.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274

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