考虑顾客满意度的易逝品跨期动态定价策略

On cross-period dynamic pricing strategy of perishable products considering customer satisfaction

考虑一个零售商在顾客满意度影响下销售两种有质量差异可替代性产品的最优动态定价,通过构建两阶段博弈模型和使用数值分析方法,研究零售商在不同顾客满意度下如何制定最优定价决策。研究发现:零售商两阶段最优定价和最大利润都会受到顾客满意度的影响;高质量产品的顾客满意度不会影响到低质量产品的定价;零售商的两阶段总利润会随着低质量产品顾客满意度的增加而加速上升,而高质量产品的第二阶段定价会随着低质量产品顾客满意度的增加而下降;无论两种产品的顾客满意度如何变化,零售商第一阶段的利润都会大于第二阶段的利润,并且总利润会随着顾客满意度的增加而增加。

Considering the optimal dynamic pricing of a retailer selling two kinds of substitutable products with quality difference under the influence of customer satisfaction,a two-stage game model and a numerical analysis method are used to study how retailers make optimal pricing decisions under different customer satisfaction levels.The results show that:the two-stage optimal pricing and maximum profit of retailers will both be affected by customer satisfaction;the customer satisfaction of high-quality products will not affect the pricing of low-quality products;the total profit of retailers in two stages will increase with the increase of customer satisfaction of low-quality products,while the second-stage pricing of high-quality products will increase with the increase of customer satisfaction of low-quality products.No matter how the customer satisfaction of the two products changes,the retailer’s profit in the first stage will be greater than that in the second stage,and the total profit will increase with the increase of customer satisfaction.