峰终定律下考虑多属性参考价格的最优动态定价

Optimal Dynamic Pricing Model Considering Multi-attribute Reference Price under Peak-end Rule

考虑消费者的参考价格由产品过去价格、质量、竞争产品价格等多个属性形成,分析多属性参考价格的多产品动态定价问题,并进一步探讨多属性参考价格符合峰终定律规则下的定价模型,同样通过设计动态模型的贝尔曼方程合理上界求解模型的解析解,证明最优动态定价的相关特征。通过数值分析,将该模型和单属性的多产品定价模型进行了比较。结果表明,非核心产品价格和核心产品价格在多属性策略下都高于单属性策略下的价格水平,说明消费者加入了价格以外的其他质量属性会增加消费者的参考价格,有利于对动态定价的最优价格进行分类,吸引高收入消费者购买这类产品。

Considering reference price combining with the product price,quality,competitive product price and other properties,the paper analyzes optimal dynamic pricing model and discusses considering multi-attribute reference price under peak-end rule.Then the optimal dynamic pricing is proved by the analytical solution of the reasonable upper bound of the Bellman equation of the dynamic model.Through the numerical analysis,it compares multi-attribute pricing model with the single attribute pricing model, and show that the optimal price under the multi-attribute strategy is higher than the price under the single attribute strategy.That is,the other quality attributes other than the price of the consumers will increase the reference price of the consumers,so that high-income consumers have the incentive to buy these products.