基于消费者策略行为的易逝品动态定价研究

发布时间：2018-05-19 16:15

本文选题：易逝品 + 策略行为　；参考：《南京理工大学》2015年硕士论文

【摘要】：当前市场竞争的加剧和产品研发技术的快速发展,使得产品生命周期越来越短,越来越多的产品具有易逝品的特征。易逝品,又称为短生命周期产品或季节性产品,具有销售周期短、市场需求不确定性大、期末残值低等特点。临近销售期末时,消费者对产品的感知风险骤升,导致产品可能出现滞销。易逝品的这些特点使得厂商在易逝品销售、定价决策上面临困难。同时,互联网的发展使得消费者获得产品信息越来越便捷、全面。消费者变得越来越“聪明”,通过对厂商定价及折扣策略的观察,形成理性预期,比较不同时机购买的期望效用,以最大化消费者剩余,决策最佳购买时机。消费者的策略购买行为也给厂商的定价决策带来了重大的挑战。因此,研究考虑消费者行为的易逝品动态定价具有一定的理论和现实意义。本文从消费者效用函数出发,综合考虑消费者策略行为、风险偏好和市场竞争等影响产品市场价格的因素,探讨企业对于易逝性产品的定价策略。研究内容主要包括以下两个部分：第一,研究探讨消费者行为对厂商定价、收益的影响。一是考虑消费者对产品估值随时间变动和消费者风险偏好,二是考虑消费者参考价格依赖行为。从消费者效用函数出发,针对消费者进行行为建模,推导需求函数,得出厂商最优定价策略。第二,研究探讨市场竞争对厂商定价、收益的影响。假设两厂商提供质量差异的产品,消费者对产品的估值是异质的,在消费者策略行为下构建动态定价模型,得到不同情形下消费者购买决策顺序和两厂商的最优定价策略。通过研究发现：第一,消费者的策略行为对于厂商的收益具有不利影响。当策略型消费者比例增加时,厂商收益减少。同时,消费者风险偏好程度越高,估值变动折扣因子越大,消费者策略行为对厂商定价影响越严重。第二,考虑消费者参考价格依赖时,参考依赖程度越高,消费者第二阶段对产品的需求越高,第二阶段产品定价越高。产品第二阶段的价格是关于第一阶段价格和历史参考价格的函数,且低于第一阶段的定价。厂商如果忽略消费者策略行为,整个销售期的利润损失是显著的。第三,在两厂商竞争环境下,产品质量差异系数与估值变动折扣因子的大小决定消费者在销售期的购买决策顺序。同时,消费者的策略行为对两厂商收益均有影响,两厂商利润均有损失。且提供较低质量产品的企业比提供高质量产品企业遭受更多的利润损失。
[Abstract]:With the intensification of market competition and the rapid development of product R & D technology, the product life cycle is becoming shorter and shorter, and more products have the characteristics of perishable products. Perishable products, also called short life cycle products or seasonal products, are characterized by short sales cycle, high uncertainty of market demand and low final residual value. Towards the end of sales, consumer perception of the product risks surge, leading to unsalable products. These characteristics of perishable products make it difficult for manufacturers to sell and price perishable products. At the same time, the development of the Internet makes it more and more convenient and comprehensive for consumers to obtain product information. Consumers become more and more "smart". By observing the manufacturer's pricing and discount strategies, we can form rational expectations, compare the expected utility of purchasing at different times, in order to maximize consumer surplus and make the best purchase opportunity. The consumer's strategic purchase behavior also brings great challenge to the manufacturer's pricing decision. Therefore, it is of theoretical and practical significance to study the dynamic pricing of perishable products considering consumer behavior. Based on the consumer utility function, this paper discusses the pricing strategies of perishable products by considering the factors influencing the market price of the products, such as consumer strategy behavior, risk preference and market competition. The research mainly includes the following two parts: first, the influence of consumer behavior on firm pricing and profit is discussed. One is to consider consumer valuation over time and consumer risk preference, the other is to consider consumer reference price dependence behavior. Based on the consumer utility function, the behavior of consumers is modeled, the demand function is derived, and the optimal pricing strategy is obtained. Second, study the influence of market competition on firm's pricing and profit. Assuming that the two manufacturers provide products with different quality, the consumers' valuation of the products is heterogeneous. The dynamic pricing model is constructed under the behavior of consumer strategy, and the order of consumer purchase decision and the optimal pricing strategy of the two firms are obtained under different circumstances. The results show that: first, the strategic behavior of the consumer has a negative impact on the profit of the firm. When the proportion of strategic consumers increases, the profit of the firm decreases. At the same time, the higher the degree of consumer risk preference, the greater the discount factor of valuation change, and the more serious the impact of consumer policy behavior on the firm pricing. Second, the higher the degree of reference dependence is, the higher the demand for products is in the second stage and the higher the pricing is in the second stage when considering consumer reference price dependence. The price of the second stage of the product is a function of the price of the first stage and the historical reference price, and is lower than the price of the first stage. If the manufacturer neglects the consumer strategy behavior, the profit loss of the whole sales period is significant. Thirdly, in the competitive environment of the two firms, the difference coefficient of product quality and the discount factor of valuation change determine the order of the consumer's purchase decision in the sales period. At the same time, the strategic behavior of consumers has an impact on the profit of both firms. Companies that provide lower-quality products suffer more profit losses than those that provide high-quality products.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.55

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