外部性商品的定价模型研究

Pricing Model with Network Externalities

本文主要研究商品的定价问题,在给定的社会网络图G中,我们希望商家的收益最大化。商品的总价值取决于两个因素:①该商品对于消费者的固有价值;②不断变化的外部性影响。在图G中,商品的固定价值以及外部性影响都是给定的,其中外部影响包括负外部性影响和正外部性影响,在这样的完全信息网络中,我们得出:找到最优的交互式定价策略是NP-难的。在星状网络图中,我们给出了最优的定价方案以及最大收益,并且证明了,通过单一定价能得到近似比为2的定价策略。

In a given social network G, we study the problems of iterative pricing a product to consumers. We hope to maximize the revenue for seller. The value of product is determined by two factors: Con-sumer’s intrinsic value and the variable externalities. The consumer’s intrinsic value is fixed and the variable externality is negative or positive. In complete information network, we find that it is NP-hard to find an optimal iterative pricing. This paper gives the optimal strategies and revenues for the star network. We also proved that single pricing works well with 2-approximation for it.