[1]李小翠,张玉林.顾客策略行为与贝叶斯需求学习下的易逝品定价[J].东南大学学报(自然科学版),2012,42(5):1021-1026.[doi:10.3969/j.issn.1001-0505.2012.05.040]
 Li Xiaocui,Zhang Yulin.Pricing for perishable products with strategic customers and Bayesian demand learning[J].Journal of Southeast University (Natural Science Edition),2012,42(5):1021-1026.[doi:10.3969/j.issn.1001-0505.2012.05.040]
点击复制

顾客策略行为与贝叶斯需求学习下的易逝品定价()
分享到:

《东南大学学报(自然科学版)》[ISSN:1001-0505/CN:32-1178/N]

卷:
42
期数:
2012年第5期
页码:
1021-1026
栏目:
经济与管理
出版日期:
2012-09-20

文章信息/Info

Title:
Pricing for perishable products with strategic customers and Bayesian demand learning
作者:
李小翠 张玉林
东南大学经济管理学院, 南京 211189
Author(s):
Li Xiaocui Zhang Yulin
School of Economics and Management, Southeast University, Nanjing 211189, China
关键词:
策略型顾客 需求学习 易逝品 定价策略
Keywords:
strategic customers demand learning perishable products pricing strategy
分类号:
F270.5;F224
DOI:
10.3969/j.issn.1001-0505.2012.05.040
摘要:
面对策略型消费者,为了制定更合适的定价策略,构建了引入贝叶斯需求学习的垄断厂商两期定价模型.首先分析了策略型顾客的最优购买决策,在此基础上运用贝叶斯更新法则建立并分析潜在需求模型和实际购买需求模型; 其次建立了需求学习、未进行需求学习和完全信息下厂商的收益最大化模型,得出了相应的最优价格策略,证明了最优价格策略是一条降价路径.研究表明,面对策略型消费者,厂商引入需求学习能明显改善收益,特别是产品上市后受消费者青睐时,厂商引入需求学习的效果更为明显; 随着厂商学习主动性的增强,厂商进行需求学习所增加的收益百分数呈递增趋势.
Abstract:
To optimize pricing strategies with strategic customers, a two-stage pricing model for monopolist manufacturer is established using Bayesian demand learning. First, after analyzing the optimal decision-making of strategic customers, a potential demand model and a real demand model are established and analyzed using Bayesian rule. Then, a revenue maximization model is built to obtain the optimal price strategies based on the demand learning, non-demand learning and perfect information, respectively.It is proved that the optimal price strategy is a price reduction path. This research shows that the manufacturer can significantly improve profits when using demand learning under the strategic behavior of the customer. Especially when products are welcome among consumers, the effect of demand learning is more obvious. With the increase of motivation to demand learning, the percentage of increased revenue increases progressively.

参考文献/References:

[1] Weatherford L R,Bodily S E.A taxonomy and research overview of perishable asset revenue management:yield management,overbooking and pricing[J].Operations Research,1992,40(5):831-844.
[2] Gallego G,van Ryzin G.Optimal dynamic pricing of inventories with stochastic demand over finite horizons[J].Management Science,1994,40(8):999-1020.
[3] Elmaghraby W,Keskinocak P.Dynamic pricing in the presence of inventory considerations:research overview,current practices and future directions [J].Management Science,2003,49(10):1287-1309.
[4] Besanko D,Winston W L.Optimal price skimming by a monopolist facing rational consumers[J].Management Science,1990,36(5):555-567.
[5] Rodriguez A,Locay L.Two models of intertemporal price discrimination[J].Journal of Economics,2002,76(3):261-278.
[6] Aviv Y,Pazgal A.Optimal pricing of seasonal products in the presence of forward-looking consumers[J].Manufacturing & Service Operations Management,2008,10(3):339-359.
[7] 杨慧,周晶,宋华明.考虑消费者短视和策略行为的动态定价研究[J].管理工程学报,2010,24(4):133-137.
  Yang Hui,Zhou Jing,Song Huaming.A dynamic pricing model with strategic and myopic consumers[J].Journal of Industrial Engineering and Engineering Management,2010,24(4):133-137.
[8] Guo P F,Liu J J,Wang Y L.Intertemporal service pricing with strategic customers[J].Operations Research Letters,2009,37(6):420-424.
[9] Aviv Y,Pazgal A.A partially observed Markov decision process for dynamic pricing[J].Management Science,2005,51(9):1400-1416.
[10] 李根道,熊中楷,李薇.基于收益管理的动态定价研究综述[J].会计与财务管理,2010,22(4):97-108.
[11] Aviv Y,Pazgal A.Pricing of short life-cycle products through active learning[D].St.Louis:Olin School of Business,Washington University,2002.
[12] Besbes O,Zeevi A.Dynamic pricing without knowing the demand function:risk bounds and near-optimal algorithms[J].Operations Research,2009,57(6):1407-1420.
[13] Araman V F,Caldentey R.Dynamic pricing for nonperishable products with demand learning[J].Operations Research,2009,57(5):1169-1188.
[14] Lin K Y.Dynamic pricing with real-time demand learning[J].European Journal of Operational Research,2006,174(1):522-538.
[15] Sen A,Zhang A X.Style goods pricing with demand learning[J].European Journal of Operational Research,2009,196(3):1058-1075.
[16] 官振中,任建标.不确定性需求下的易逝性高科技产品定价策略研究[J].系统工程学报,2011,26(1):113-120.
  Guan Zhenzhong,Ren Jianbiao.Optimal pricing police research for perishable hi-tech products with uncertain demand[J].Journal of Systems Engineering,2011,26(1):113-120.
[17] Levina T,Levin Y,McGill J,et al.Dynamic pricing with online learning and strategic consumers:an application of the aggregating algorithm[J].Operations Research,2009,57(2):327-341.

备注/Memo

备注/Memo:
作者简介: 李小翠(1985—),女,硕士生; 张玉林(联系人),男,教授,博士生导师,zhangyl@seu.edu.cn.
基金项目: 国家自然科学基金资助项目(71171046,70771026).
引文格式: 李小翠,张玉林.顾客策略行为与贝叶斯需求学习下的易逝品定价[J].东南大学学报:自然科学版,2012,42(5):1021-1026. [doi:10.3969/j.issn.1001-0505.2012.05.040]
更新日期/Last Update: 2012-09-20