需求不确定和后悔效应下的企业定价策略研究

Pricing Research Based on Demand Uncertainty and Regret Effect

本文主要研究了需求不确定下,当消费者存在后悔时,厂商的最优定价策略。在需求不确定下,模型研究了后悔如何影响消费者的购买决策,然后利用动态博弈和贝叶斯更新的方法得到了厂商的最优定价策略,并且分析了后悔对厂商定价策略和利润的影响。最后将模型拓展到非线性需求情形下,证明了结论同样成立。

This paper studies how the demand uncertainty how to influences the decision of the buyers and seller’s optimal pricing facing consumers’ regret. Under the demand uncertainty,the model discusses how the consumers determine their optimal strategy. Then,by using dynamic game and Bayes Updating,the optimal strategy of company is derived and get that how the regret influence the pricing strategy and profit of the company. Finally,it proves that the conclusions are hold when the demand function is non-linear.