可加效用下基于消费者惰性的易逝品动态定价

本文在考虑销售商的风险规避态度和消费者惰性的情况下,研究了易逝品的动态定价策略。首先给出风险规避的销售商实施动态定价的马尔可夫决策过程,并运用MNL随机效用模型来刻画惰性消费者的购买决策,在此基础上,以风险规避销售商的期望效用最大化为目标,利用动态规划方法建立了可加效用下的易逝品动态定价模型,并探讨了消费者的惰性行为和销售商的风险规避态度对最优价格的影响。结论表明：在销售商的风险态度为风险规避的情况下,考虑消费者惰性行为的最优价格随库存水平的增加而降低,随剩余销售时间的增加而提高,消费者的惰性行为和销售商的风险规避态度对最优价格都存在负向影响,即最优价格随惰性深度的增加而降低,随惰性宽度的增加而降低,同时,销售商的风险规避态度越强烈,其制定的产品价格越低。

Dynamic Pricing of Perishable Product Based on Consumer Inertia under Additive Utility

The dynamic pricing strategy of perishable product is studied considering seller’s risk aversion and consumer inertia. Firstly, a Markov decision process is given for characterizing dynamic pricing strategy of risk-averse seller, and MNL random utility model is used to characterize the purchase decision of inertial consumer. On this basis, the dynamic pricing model of perishable product under the additive effect is established to maximize the risk-averse seller’s expected utility by dynamic programming method, and the influence of consumer inertia and seller’s risk aversion on the optimal price is discussed. The conclusions show that the optimal price decreases with the increase of inventory level, but increases with the increase of remaining sales time in the context of seller’s risk aversion and consumer inertia, and seller’s risk aversion and consumer inertia have both negative impact on the optimal price, in other words, the optimal price decreases with the increase of the inertia depth and inertia breadth, and the stronger seller’s risk aversion, the lower optimal price.