基于在线评论的网络零售定价模型研究

Research on the Online Retail Pricing Model based on Online Reviews

在线评论的出现深刻改变着消费者的经济行为模式、企业的赢利性及其定价策略。文章以消费者效用理论为理论基础,以网络零售两阶段销售为背景,建立了一个与在线评论相关的产品定价模型。通过数值模拟发现,在线评论数量越大,则第一阶段产品最优价格越低,第二阶段产品最优价格越高,网络零售商的总利润也越大;第一阶段消费者对产品价值的预期越高,则第一阶段产品最优价格越高,第二阶段产品最优价格越低,而只有当在线评论数量较小时,网络零售商的总利润才随第一阶段消费者对产品价值的预期增加而增加,否则,网络零售商的总利润将随第一阶段消费者对产品价值的预期增加而减少。

Online retail pricing has always been a heated topic among economic activities. With the popularity and development of the Internet and e-commerce, the pricing methods and strategies have been updated. This paper establishes a review-related pricing model on the basis of utility theory. The model takes into account the two-stage sale of the new products in the B2C market, while the model include factors which can capture and measure the relationship between price and product review. By Numerical Simulation, this paper also gives further analysis on the relationship between Maximum revenue and other factors, including the consumer price sensitivity, the volume of reviews and the good rating of reviews. Results show that given the volume of online reviews is large and the consumer price sensitivity is high, the lower the price of first stage, the larger the profit will be made.