基于策略消费者的易逝品两阶段销售定价策略

在不确定需求下研究易逝品零售商面对具有异质性策略消费者的两阶段定价问题。考虑零售商两阶段定价是否采用提供保价险的价格承诺策略,分别构建了无价格承诺、在第1阶段和在第2阶段进行价格承诺的零售商收益模型。运用均衡理论和逆向归纳法分析了降价期价格、购买均衡和全价期价格的收益情形,研究结果表明:在这几种情况下,采用价格承诺策略总是优于不采用价格承诺的策略;同时,策略消费者比例和策略消费者延迟率会影响零售商的利润和决策,当消费者估值差异较小时,在第1阶段进行价格承诺为最优,而当估值差异较大且策略消费者延迟率较大时,在第2阶段进行价格承诺是最佳决策。

Two-stage sales pricing strategy for perishable products in presence of strategic consumers

The two-stage pricing problem of perishable goods retailers facing heterogeneous strategic consumers under uncertain demand was studied.Considering whether the retailer adopts the price commitment strategy of providing price insurance in two-stage pricing,the retailer’s income models with no price commitment,price commitment in the first stage and in the second stage were constructed,respectively.The equilibrium theory and the backward induction method were used to analyze the income during the price reduction period,full price selling period and purchase equilibrium.The results show that in these cases,adopting price commitment strategy is always better than not adopting price commitment strategy;the proportion of strategic consumers and the strategic consumer delay rate will affect the retailer’s profit and decision-making.When the consumer valuation difference is small,making price commitment in the first stage is the best decision,but when both of valuation difference and the delay rate of strategic consumers are large,making price commitment in the second stage is the best decision.