商誉和价格影响需求的易逝品动态定价与广告决策

研究需求受价格和商誉共同影响下易逝品动态定价与广告投资策略的联合决策问题。在初始库存确定的情形下,在某待定销售周期内,企业通过投入广告提升自身商誉从而拓宽市场,以企业利润最大化为目标,建立联合最优动态定价及广告投资策略模型。应用庞特里亚金极大值原理,求得不同系统参数下最优动态定价和广告投资策略及最优的销售周期。通过数值算例验证方法的有效性,结合参数灵敏度分析检验系统参数对最优策略的影响并给出相应管理意义。

Dynamic pricing and advertising decision of perishable item with goodwill-and-price-dependent demand

The joint decision problem is studied of dynamic pricing and advertising decision of perishable item with demand influenced by price and goodwill. The model of joint optimal dynamic pricing and advertising investment strategy is established under the conditions that the initial inventory is defined, the sales period is predetermined, the enterprise can expand the market by putting into advertising to enhance its goodwill, and the aim is maximizing profit. The optimal dynamic pricing and advertising investment strategy and the optimal sales cycle are obtained under different system parameters by applying Pontryagin maximum principle. The validity of the model is verified through numerical example method. The influence of system parameters on the optimal strategy is analyzed combining parameter sensitivity analysis, and the corresponding management significance is also given.