网络零售业中的动态定价模式

Dynamic Pricing Model in Internet Retail

面对日益激烈的市场竞争和对客户群体的细分,动态定价策略越来越受到商家的青睐。尤其是近年来伴随着网络销售的出现和高科技的应用,基于需求的动态定价策略愈发显示出日益重要的意义。它为实现客户与企业资产回报最大化创造了新的途径。本文首先介绍了三种常见的动态定价策略,然后从经济意义和技术角度分析了动态定价策略的可能性和必要性,最后提出了动态定价策略面临的挑战。

Facing the increasingly fierce market competition and the segementation of customer group, more and more companies are seeking for dynamic pricing strategy.Especially,with the coming of e-commerce and the application of new technology in recent years, dynamic pricing based on demand are more important than ever.It provides a new method of achieving the maximum capital return for customers and companies. This paper firstly introduce three common dynamic strategies, and then analyze the possibility and necessity of dynamic pricing strategy by discussing the economics behind dynamic pricing and the role that new technology played in the application of dynamic pricing. Finally, some difficulties and challenges that dynamic pricing are facing are proposed.