数字产品动态定价方法

Pricing of Digital Product

电子商务的定价是基于协商机制的。动态定价是指在交易过程中,在能够尽量满足购买者和销售者需求的前提下,自动进行价格优化的定价模型。需求敏感模型的价格设定算法能够帮助销售商制定根据消费者购买数量极大化总收益的可变价格决策。通过价格的折扣,可以使买卖双方都能受益。本文首先讨论了基于随机逼近的动态定价算法,指出其不足;进而提出了基于需求敏感模型的价格设定算法。研究表明,订货量的增长可以使消费者获得更低的价格,同时使销售商获得更多的收益,降低销售成本。由于网络的浏览成本不同,同时购买同一商品的消费者支付的实际价格是不同的。

Pricing in electronic commerce is based on the mechanism of bargaining. Automatic pricing refers to a methodology of automatically .setting sales prices during transaction to optimal prices, based on the needs of sellers and buyers. Price setting algorithm for demand sensitive model helps sellers to get decision variables, price per unit that maximizes profit for the quantity ordered by buyers. The conclusion is that the share of the sales benefit between firm and consumer is decided by discount factors. In this paper we discuss the pricing method based on stochastic approximation, show the shortcoming of this method. Furthermore, we propose the price setting algorithms of demand sensitive model. The investigation shows, that an increase in demand ordered decreases price per unit of a good, at the same time increasing profit of seller and decreasing the sales cost. Buyers do not pay the same amount of total price for the good ordered within the same group of order, because of the difference in the net browsing cost.