预售中考虑参考价格效应的新产品最优定价策略

Wen Zhang, Yan Zhang, Xujin Pu, Zhenzhen Wang
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引用次数: 0

摘要

以往的研究表明,零售商的经营和消费者的购买选择受到参考价格的显著影响。本研究探讨了零售商在预售中向战略消费者销售一些新产品,并探讨了参考价格效应对预售策略和相应定价决策的影响。消费者的选择是由其购买效用决定的,这取决于当期销售价格和参考价格。首先分别在不提前销售、不考虑参考价格效应提前销售、考虑参考价格效应提前销售三种情况下,驱动零售商的最优销售价格和相应利润。我们发现提前销售策略并不总是对零售商有利。此外,研究结果表明,只有当正向参考效应相对较高时,零售商才会从考虑参考价格效应中获益。最后,数值研究表明,动态定价以价格承诺为主导,当正负参考效应参数均最大时,价格承诺最大。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Optimal pricing strategy for new products considering reference price effect in advance selling
Previous research has shown that retailers' operations and consumers' purchase choices are significantly influenced by reference prices. This study explores a retailer selling some new products to strategic consumers in advance selling, and addresses the impact of reference price effect on the advance selling strategy and corresponding pricing decisions. Consumers' choices are determined by their purchasing utilities which are dependent on the selling price in current period and the reference price. We first drive optimal selling prices and corresponding profits of the retailer under the scenarios of no advance selling, advance selling without considering the reference price effect, and advance selling with considering the reference price effect, respectively. We find an advance selling strategy is not always beneficial for the retailer. Besides, results present that the retailer benefits from considering reference price effects only if the positive reference effect is relatively high. Finally, numerical studies show that dynamic pricing is dominated by price commitment, which reaches the maximum when positive and negative reference effects parameters are both the highest.
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