【作者】 窦金虎；

【导师】 田澎；

【作者基本信息】 上海交通大学 ， 管理科学与工程， 2011， 硕士

【摘要】 随着互联网的普及,网络零售迅速崛起,预计2010年中国网络零售总额超过5000亿,占社会零售总额的3%。易逝品的网络零售的定价研究就显得越来越重要。本文介绍了网络零售带给易逝品动态定价的新变化,从广义和狭义两个方面界定了易逝品的范畴,分别对国内外传统易逝品动态定价和网络经济条件下产品定价做了综述。在细化分析易逝品感知价值衰减对厂商期望收益影响的基础上建立了网络零售条件下寡头垄断厂商面对策略消费者的一般动态定价模型,并以指数分布保留价格和双寡头垄断为特定条件对模型进行了求解。本文主要的研究工作及结果包括以下两个方面:(1)细化分析了易逝品感知价值衰减对厂商动态定价和期望收益的影响。分别建立了连续和离散连个情况下,策略消费者对易逝品感知价值衰减对厂商期望收益影响的评价模型,并以连续模型为基准分析了价格改变次数对厂商期望收益的影响。数值算例显示,消费者感知价值衰减时,即使厂商采取相应的最优定价策略,厂商期望收益下降幅度仍然可能达到30%;如果厂商忽略消费者感知价值衰减,其损失可能高达60%;这充分说明了消费者策略行为的重要性,为后文进一步建立网络零售条件下考虑消费者策略行为和寡头垄断竞争的的动态定价模型提供了理论基础。(2)在建立网络零售条件下寡头垄断厂商面对异质的策略消费者的一般动态定价模型的基础上,进一步构建双寡头垄断厂商面对同质的策略消费者且消费者保留价格随时间衰减时的易逝品动态定价模型,并求得最优定价策略。最后本文从库存优化、产品替代性、非完全市场信息和需求学习的角度展望了未来研究的方向。更多还原

【Abstract】 With the rapid growing of Internet user numbers, E-commerce is thriving. The research of dynamic pricing of perishable goods selling on internet is becoming more and more important. We gave a brief introduction of the changes brought about by internet retailing in the fields of dynamic pricing of perishable goods in the beginning, made the definition of perishable goods both in a generalized and limited sense, and present the key factors in the construction of dynamic pricing model for perishable goods. We summarized the pricing strategy in E-commerce as well. Several dynamic pricing models were built respectively to analyze the effect of reserve price depreciation on firms’expected revenue in a detailed way and get the optimal pricing strategy for oligopolistic firms selling differentiated perishable goods to multiple groups of strategic consumersOur focus includes two parts as follows:(1) We analyze the effects of the consumer reserve price depreciation on firms’expected revenue, we designed both continuous time and discrete model incorporating goods’depreciation and showed how much losses sellers would experience when ignoring the goods’ depreciation through numeric experiments. Continuous time model was used as a benchmark and the relation between number of price changes and sellers’expected revenue was also studied through numeric experiments in this paper, that is, losses experienced by sellers may be up to 60% when ignoring the decline of customers’reservation price. To some extent this finding provides theoretical foundation for the next research.(2) We formulated generalized dynamic pricing model for oligopolistic firms selling differentiated perishable goods to strategic consumers and to further our study, we present the dynamic pricing model for duopolistic firms facing homogeneous strategic consumers with time-based declining reserve prices and derived the optimal pricing strategy.In the end we proposed several promising areas for further study, like inventory optimization, products substitute, non-perfect information markets and demand learning.更多还原