基于消费者行为和估值折扣差异的易逝品两期定价决策研究

Two-Period Pricing Decision on Perishable Products Considering Difference of Customer Behavior and Valuation Discount

基于策略消费者的行为特点构建报童模型,对消费者的估值折扣系数和选择行为影响下的零售商3种定价策略进行对比分析。分析结果表明,当第一期进入市场的消费者数量与第二期可能进入的最大消费者数量的比值大于某临界值时,若策略消费者的估值折扣系数较小,零售商应采用高价上市-低价抛售策略,第一期实行高价,第二期以较低折扣价格售出商品,使策略消费者等待到第二期购买;若估值折扣系数较大,零售商应采用高价上市-高价抛售策略。当第一期进入的消费者数量与第二期可能进入的最大消费者数量的比值较小时,零售商的定价策略受短视消费者的比例和第二期的产品可得率的大小关系的影响。

Based on the behavior features of the strategic customers, this study builds newsvendor model to make comparative analysis among the retailer＇s three pricing strategies influenced by valuation discount coefficient and customers＇ choice. We conclude the optimal selling price and optimal order quantity by establishing the retailer＇s profit model under three strategies. We find that when the ratio of number of customers who enter in the first period and the maximum potential customers who enter in the market in the second period are larger than a certain threshold, and valuation discount coefficient of strategic customer is low, retailer should implement the ＂high price in-lower discounted price sale＂ strategy, that is, the retailer should set a high price in the first period and sell the stale products in second period at the lower discounted price to make strategic customer buy in the second period. When valuation discount coefficient of strategic customer is high, retailer should implement ＂high price in-higher discounted price sale＂ strategy. While the ratio of number of customers who enter in the first period and the maximum potential customers who enter in the market in the second period are smaller, the retailer＇s pricing strategy is affected by the size of ratio of strategic customer and product availability of second period.