存在战略购买需求的定价、供给、机制选择和配给研究

Pricing,Supply,Mechanism Selection and Ration in the Presence of Strategic Purchase Demands

本文研究存在战略购买需求的易逝资产销售策略问题。垄断厂商基于利润最大化目标确定易逝资产定价、供给、机制选择和配给策略,战略消费者通过锚定预期价格安排战略购买时机。不同于通常基于效用理论研究定价的思路,本文首先基于锚定效应和跨期价格均衡思想探寻不同战略等待购买规模的市场预期需求曲线和动静态定价区域;其次在众多预期需求曲线中寻找市场有效定价前沿(即有效预期需求曲线);再次在利润曲面上找出与有效定价前沿对应的容量扩展线(即最大利润曲线);最后沿容量扩展线和有效定价前沿搜寻最大期望利润及相应策略。研究表明,消费者保留价异质和需求不确定性是动态定价和战略购买存在的根本原因;市场在不同战略等待购买规模状态拥有不同预期需求曲线,最大战略等待购买规模状态预期需求曲线是市场有效定价前沿。动静态定价机制各有其所适用的容量和价格空间,消费者保留价水平和战略消费者规模决定动态定价空间大小,随机需求分布差异只影响动态定价空间形状(即影响需求弹性)。在跨期价格均衡区域内,提价和扩容都会加剧消费者战略购买程度,供给越大定价往往越低。战略购买不仅会降低厂商供给、定价和利润水平,改变不同类型消费者之间高低价购买机会,甚至还可能影响定价机制选择和配给策略。压缩过度供给和虚高价格空间可降低战略购买导致的利润损失。本文研究结果可为考虑消费者行为的需求价格理论研究和运营管理实践提供参考。

Once the sales period of perishable assets(such as vehicle and ship seat services,seasonal vegetable and flower products)expires,its market value is extremely low,even zero.Dynamic pricing for improving sales revenue in uncertain demand often incur consumers'strategic purchase countermeasures.Since strategic purchases depend on reference prices,while prices depend on supply and demand,dynamic pricing is a combination of static pricing and rationing is about the distribution of supply.Therefore,there should be a unified decision on the pricing,supply,mechanism selection and rationing of perishable assets with consumer behavior.This is what the existing studies ignore.In this paper,sales process is manifested as a two-stage pricing form(the prices in two stages are equal when static pricing is selected).Market players include the firm and high-end and low-end consumers with reserved prices of VH and VL respectively,and high-end consumers include the w strategic consumers who definitely arrived in the first stage and the X random consumers who randomly appeared in the second stage.Each consumer can only buy at most one,and enough low-end consumers can buy all the remaining goods as long as P1 or P_(2)≤V_(L).The firm decides the supplyc,pricing mechanism and first-stage price P1 before sales,and the arriving strategic consumers purchase immediately when they find P_(1)≤E(P_(2))(the mathematical expectation of price P_(2) in the second stage),otherwise,wait to become the potential demand w2 for the second stage.At the moment between the two stages,X becomes an observable value,the remaining quantity of the goods is c_(2),and the firm chooses the second stage price P_(2)(P_(2)=V_(H) when X+w_(2)≥V_(L)/V_(H)c_(2),others P_(2)=V_(L))according to the remaining supply and demand.In short,the firm decides perishable asset prices,supply,mechanism selection and ration strategies based on profit maximization goal,and strategic consumers set the chance of strategic purchase by anchoring the expected price.Different from the usual thinking of pricing based on utility theory,the market expected demand curve and dynamic and static pricing areas of different waiting purchase scales are firstly explored based on the anchor effect and intertemporal price equilibrium.Secondly,the frontier of effective market pricing(i.e.effective demand curve)in many expected demand curves is studied.Third,the capacity expansion line(i.e.the maximum profit curve)corresponding to the effective pricing frontier on the profit surface is found.Finally,the maximum expected profit and corresponding strategies along the capacity expansion line and the frontier of effective pricing are provided.The results show that the heterogeneity of consumer reserve price and the uncertainty of demands are the fundamental reasons for the existence of dynamic pricing and strategic purchases.The market has different expected demand curves in different scales of strategy waiting for purchase,and the expected demand curve in the largest-scale strategy waiting for purchase is the market effective pricing frontier.Dynamic pricing mechanism and static pricing mechanism each have their own applicable capacity and price space.Specifically,the level of the consumer's reservation price and the scale of strategic consumers determine the size of dynamic pricing space,while the different distributions of random demands only affect the shape of dynamic pricing space,i.e.affecting the demand elasticity.Meanwhile,both price increase and capacity expansion would intensify the strategic purchase degree of consumers in the area of intertemporal price equilibrium,that is,the larger the supply,the lower the pricing.Further,strategic purchases would not only reduce the supply,pricing and profits of firm,change the purchase opportunities of the high and low prices among different types of consumers,but also affect the selection of pricing mechanisms and ration strategies.Finally,reducing excess supply and virtual high price space can reduce the loss of profits caused by strategic purchases.The numerical results are consistent with the conclusions derived from the model.The results obtained from this paper can provide references for relevant studies and firms in practice.