竞争环境下考虑顾客惰性行为的易逝品动态定价

Dynamic Pricing Strategy for Perishable Products in Competitive Markets with Customer Inertia

消费者购买决策的行为倾向对企业的收益管理有着不可忽视的影响。本文在竞争企业动态定价问题中,考虑了顾客惰性行为——即顾客购买决策的非理性拖延倾向——的影响。证明了库存充足情况下,多企业多期博弈各销售期都存在唯一的纯策略纳什均衡。数值模拟表明,顾客惰性对企业的最优价格和企业最大期望收益均造成负面影响,且对销售低质量产品的企业的负面影响更大。此外,顾客惰性宽度对各企业最优价格和最大期望收益的影响边际效应递增,而顾客惰性深度产生的影响边际效应递减。

Revenue management is deeply influenced by the behavioral tendency of consumers’purchasing decision.In this paper,the influence of customer inertia,that is to say,the irrational delay tendency of customer purchasing decision,is considered in the dynamic pricing of competitive enterprises.In the multi-enterprise multi-period game,it is proved that there is a unique pure strategic Nash equilibrium in each sales period under the condition of sufficient inventory.Numerical simulation shows that customer inertia has a negative impact on the optimal pricing and the maximum expected revenue of the enterprises,and the situation is worse for the enterprise selling low-quality product.In addition,the marginal effect of the inertia width increases,while for the inertia depth,it decreases.