基于顾客消费信息的网络定价分析与仿真

Analysis and Simulation of Internet Pricing Based on the Information of Customer Consumption

本文通过仿真的方法研究了两种不同的定价策略对消费者网络消费需求的影响。在网络供应市场上,我们建立一个价格竞争的伯川德双垄断模型:一个网络提供商对其提供的网络服务采用固定定价,另一网络提供商采用两部分定价策略———固定链接费加使用费。基于中国社会调查事务(SSIC)的调查数据,我们采用随机数生成的方法来产生每一位消费者的消费额与消费时间,通过建立消费者效用模型来仿真在两种不同定价策略下消费者的消费选择,比较了不同价格策略对网络提供商收入、消费者行为及社会总福利的影响。

This paper studies the influence of two different Internet pricing schemes on the internet consumption by the means of simulation. In the Internet supply market, we establish a Bertrand duopoly game model：one Internet Service Provider（ ISP） with flat - rate pricing scheme for its service and the other ISP with two - part pricing scheme- fixed access fee plus usage fee. Based on the survey data of SSIC, we create the Internet expenditure and consumption time of each consumer using random number generation method, simulate the consumption choices under different pricing schemes, and then analyze the effect of pricing strategies on the revenue of ISP,the consumers＇ consumption behavior and the total social welfare.