随机需求下电动汽车竞争零售商定价决策研究

发布时间：2018-01-28 17:27

本文关键词： 响应性定价随机需求博弈分析古诺模型　出处：《华中科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：电动汽车作为一种新型产品,不仅能满足人类日常生活所需,而且能抑制温室气体排放缓解环境污染问题,因而消费者对电动汽车的需求与日俱增。定价作为最能影响行业发展的因素之一,受到了越来越多的学术界关注。然而,同时考虑电动汽车市场需求不确定和竞争零售商的行为策略这两个因素对电动汽车定价模式影响的研究还比较欠缺,其他产品定价方法是否同样适合电动汽车定价也尚未可知。本研究阐述了影响电动汽车定价的主要因素,分析了响应性定价方法运用于电动汽车产品的可行性,建立了随机需求下电动汽车竞争零售商的定价方法选择模型,解决了当电动汽车市场有零售商选择响应性定价方法时,其他零售商应该继续沿用传统定价方法还是采用响应性定价方法的问题,并用数值分析方法探索了电动汽车市场需求波动对电动汽车订货量和出售量的影响。通过建模将问题转化为一个三阶段博弈模型,采用逆序求解法基于Kuhn-Tucker条件依次求得随机需求下第三阶段两竞争电动汽车零售商的出售量决策、第二阶段订货量决策和第一阶段定价方法决策(响应性定价或传统定价策略)。研究指出:不论电动汽车市场需求如何波动,只有两竞争电动汽车零售商都采用响应性定价方法才能达到双赢局面;反之,竞争电动汽车零售商继续沿用传统定价方法,随着市场需求波动增加,两者之间的市场总利润差距会扩大;为了促进和推动电动汽车的发展,零售商的最优定价决策为都采用响应性定价。
[Abstract]:As a new type of product, electric vehicle can not only meet the daily needs of human beings, but also reduce greenhouse gas emissions to alleviate environmental pollution. As a result, consumer demand for electric vehicles is increasing. Pricing, as one of the most influential factors in the development of the industry, has attracted more and more academic attention. At the same time, considering the demand uncertainty of electric vehicle market and the behavior strategy of competitive retailers, the research on the impact of these two factors on the pricing mode of electric vehicle is still relatively lacking. It is not known whether other pricing methods are suitable for electric vehicle pricing. This study describes the main factors that affect the pricing of electric vehicles and analyzes the feasibility of applying responsive pricing methods to electric vehicle products. The pricing method selection model of electric vehicle competition retailer under random demand is established, which solves the problem when retailers choose responsive pricing method in electric vehicle market. The question of whether other retailers should continue to use the traditional pricing method or the responsive pricing method. The influence of the fluctuation of electric vehicle market demand on the quantity of order and sale of electric vehicle is explored by numerical analysis method, and the problem is transformed into a three-stage game model by modeling. Based on the Kuhn-Tucker condition, the order inverse solution method is used to obtain the decision of the selling quantity of the two-stage competitive electric vehicle retailer in the third stage under random demand. The second stage order quantity decision and the first stage pricing method decision (response pricing or traditional pricing strategy). The research points out: no matter how the demand fluctuates in the electric vehicle market. Only two competitive electric vehicle retailers adopt responsive pricing method to achieve a win-win situation; On the contrary, the competitive electric vehicle retailers continue to follow the traditional pricing method, with the increase of market demand, the gap between the total profit between the two will expand. In order to promote and promote the development of electric vehicles, the optimal pricing decision of retailers is to adopt responsive pricing.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.471;F274

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