基于进化博弈的易逝品定价策略研究

发布时间：2018-03-11 09:05

本文选题：易逝品定价策略　切入点：有限理性　出处：《东北大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着市场的发展及人们需求的多样化,易逝品的范围越来越广,且易逝品随时间流逝价值递减的特性,导致易逝品定价策略不仅仅依赖成本,且同市场需求息息相关。这就导致易逝品定价策略问题持续困扰着商家或企业,并成为专家学者关注的热点问题。而市场主体的有限理性与主体定价策略的制定有着密不可分的联系,也就是说,市场主体的有限理性影响着市场价格的形成。在对有限理性根源分析的基础上,从商家和消费者的认知局限以及效用偏好两个方面界定有限理性；且随着市场的发展,商家及消费者不断完善自身的有限理性,不断更新策略。在此基础上,应用进化博弈方法,分析商家及消费者在复制动态博弈下的进化稳定策略。结合进化均衡路径的分析,为商家提供具有参考价值的定价策略。本文基于进化博弈对易逝品定价策略与最优定价进行研究,主要完成的工作包括：(1)对有限理性及进化博弈的相关文献进行梳理,明确了有限理性的主要根源为认知局限以及效用偏好；同时,论证了进化博弈用于解决定价策略问题的可行性及必要性；(2)市场中有限理性主体的分析及策略的制定。对市场中交易双方的有限理性通过认知局限及效用偏好两方面进行数理描述；在双方的有限理性不断完善的条件下,分析策略的动态性；(3)考虑商家及消费者有限理性的动态博弈过程分析。基于商家及消费者有限理性的行为特征分析,采用动态复制方程,对其动态博弈过程进行描述；通过对博弈双方在给定策略中选择的比例变化情况,分析市场中有限理性博弈双方的动态博弈过程；根据进化稳定策略,分析进化均衡路径；(4)通过算例,验证进化博弈方法用于解决定价策略问题的可行性；分析市场中进化稳定策略对商家定价策略的影响。
[Abstract]:With the development of the market and the diversification of people's demand, the range of perishable goods becomes wider and wider, and the value of perishable goods decreases with time, which leads to the pricing strategy of perishable goods not only depend on cost. And it is closely related to market demand. This leads to the problem of perishable products pricing strategy that continues to haunt businesses or enterprises. And it has become a hot issue concerned by experts and scholars. However, the limited rationality of market agents is inextricably related to the formulation of pricing strategies, that is, The limited rationality of the market subject influences the formation of the market price. On the basis of analyzing the root causes of the limited rationality, it defines the limited rationality from the cognitive limitation and utility preference of the merchant and the consumer, and with the development of the market, On the basis of this, the evolutionary game method is applied to analyze the evolutionary stability strategy of merchants and consumers under the dynamic game of replication, combined with the analysis of evolutionary equilibrium path. This paper studies the pricing strategy and optimal pricing of perishable goods based on evolutionary game, the main work of which includes: 1) combing the literature on bounded rationality and evolutionary game. The main causes of bounded rationality are cognitive limitation and utility preference. This paper demonstrates the feasibility and necessity of evolutionary game in solving pricing strategy problems. (2) the analysis of bounded rational agents and the formulation of strategies in the market. The cognitive limitation and utility preference of the limited rationality of both parties in the market are discussed. The aspect carries on the mathematical description; Under the condition that the limited rationality of both parties is continuously improved, the dynamic dynamic analysis strategy is considered. Based on the behavior characteristic analysis of the limited rationality between the merchant and the consumer, the dynamic replication equation is adopted, and the dynamic game process of the limited rationality of the merchant and the consumer is considered. The dynamic game process is described, the dynamic game process of both parties in the market is analyzed by analyzing the variation of the proportion chosen by the game parties in the given strategy, and the dynamic game process of both parties in the market is analyzed according to the evolutionary stability strategy. An example is given to verify the feasibility of using evolutionary game to solve the pricing problem and the influence of evolutionary stability strategy on business pricing strategy in the market.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F224.32

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