易逝品价值衰减对动态定价影响研究

Research on the effect of perishable goods' depreciation on dynamic pricing

消费者对部分易逝品感知风险会随时间提高,感知价值也随之衰减。本文基于消费者感知价值衰减建立连续和离散时间的动态定价模型以研究消费者感知价值衰减对动态定价和厂商期望收益的影响,并以连续时间模型为基准评价离散定价次数对期望收益的影响。数值算例表明,消费者感知价值衰减时,即使采取相应的最优策略,厂商期望收益下降幅度仍然可能达到30%,而如果厂商忽略消费者感知价值衰减,其损失可能高达60%。

Value of perishable goods like foods and vegetables declines as time goes by. To analyze the effect of perishable goods＇ depreciation on dynamic pricing and sellers＇ expected revenue, we designed both continuous time and discrete model incorporating goods＇ depreciation and showed how much losses sellers would experience when ignoring the goods＇ depreciation through numeric experiments. Continuous time model was used as a benchmark and the relation between times of price changes and sellers＇ expected revenue was also studied through numeric experiments in this paper and numeric experiments also showed that losses experienced by sellers may be up to 60 % when ignoring the decline of customers＇ reservation price.