摘要
针对季节性产品具有需求不确定性的特点,将顾客感知价值进行量化,以零售商总期望利润最大化为目标建立了多阶段动态定价模型。应用动态规划的思想,研究顾客感知价值衰减、定价次数及价格弹性因子对零售商利润及各阶段定价的影响。数值算例表明:在动态定价策略下,适度增加降价次数有助于增加零售商的期望利润,并加速商品流通;零售商期望利润及各阶段最优零售价格与产品时尚型因子呈正相关,而与功能型因子和顾客价格敏感度水平呈负相关。
Aiming at the demand uncertainty of seasonal products,this paper established the multi-stage dynamic pricing model to maximize the retailer's total expected profit by quantifying the customer perceived value.Applying the idea of dynamic programming,it studied the effects the attenuation of customer perceived value,pricing frequency and factor of price elasticity on the retailer's profit and the price at each stage.The result of a numerical example showed that under the dynamic pricing strategy,moderately increasing the frequency of price cutting can help improve retailers'expected profits and accelerate the circulation of goods;and the retailers'expected profit and the optimal retail price at each stage were positively correlated with the fashion factor of the goods,but negatively so with the functional factor of the goods and the customer'level of price sensitivity.
作者
王清漪
徐菱
Wang Qingyi;Xu Ling(Southwest Jiaotong University,Chengdu 611756,China)
出处
《物流技术》
2019年第4期23-28,117,共7页
Logistics Technology
关键词
季节性产品
顾客感知价值
零售商
动态定价
seasonal product
customer perceived value
retailer
dynamic pricing
