考虑消费者预期后悔的多产品动态定价

Multi-product Dynamic Pricing Model with Consumer’s Anticipated Regret

后悔作为一个认知性因素,在消费者购买选择中起着重要作用,也对垄断零售商动态定价产生重要影响。预期后悔分价高后悔、缺货后悔和质差后悔。根据消费者预期后悔和产品价格的关系,构建垄断零售商的多产品动态定价模型,在零售商与消费者之间引入博弈均衡思想,研究多产品同时销售时不同销售方案下的最优定价策略。模型中产品的销售分全价销售和降价促销两个阶段。结果表明:产品成本、产品质量因子、成本因子和第二阶段产品可获得性都能引起零售商利润和销售策略的变化,其中产品成本、产品质量因子和成本因子由产品本身决定,而第二阶段产品可获得性与产品本身无关,是消费者个体基于客观认识的理性预期,这种预期主要基于零售商的信息透明度。当产品成本、产品质量因子、成本因子和第二阶段产品可获得性都明确后,零售商的最佳定价策略和最大收益也因之而得到确定。

Consumer’s anticipated regret is an important strategy motive in consumer’s decision. This paper builds a multi-product dynamic pricing model and studies the optimal pricing strategy with an subgame perfect Nash equilibrium when selling different products under different sales proposals. Product sales in this model can be divided into two periods: full-price sale and markdown. The results show that: product cost( c )、quality discount factor(δ)、cost discount factor(λ) and the probability of buying the product in second stage( q ) can change retailer’s profit and sales strategy. c、δ、λ are determined by the product itself,while q is unrelated to the product itself. It is the rational expectation of consumers based on objective knowledge,which is based on the information transparency of retailers. When c、δ、λ、q are determined,the retailer’s optimal pricing strategy and maximum revenue will be determined accordingly.