CAJ | 학술논문

针对垄断零售商的新产品定价问题，提出了一个新产品动态定价策略。在顾客对以往的价格和广告具有“学习”能力的条件下，提出了具有“学习”功能的需求函数。在给定各周期广告水平下，给出了零售商最优的动态定价策略，分析了零售商定价规律，发现其定价规律具有“振荡”性，并趋近于一定值。在零售商要同时决策零售价格和广告水平的条件下，给出了各周期最优的零售价格和广告水平。在一定条件下，当周期数趋近无穷大时零售价格趋近于顾客的保留价格或者单位成本。
침대롱단령수상적신산품정개문제，제출료일개신산품동태정개책략。재고객대이왕적개격화엄고구유“학습”능력적조건하，제출료구유“학습”공능적수구함수。재급정각주기엄고수평하，급출료령수상최우적동태정개책략，분석료령수상정개규률，발현기정개규률구유“진탕”성，병추근우일정치。재령수상요동시결책령수개격화엄고수평적조건하，급출료각주기최우적령수개격화엄고수평。재일정조건하，당주기수추근무궁대시령수개격추근우고객적보류개격혹자단위성본。
Dynamic pricing strategy of new product is presented after dynamic pricing of new products by a monopoly was considered. A‘learning＇ demand function was developed when the customers had the ability to‘learn＇ the past retail price and advertising. For a given advertising level of each period, the optimal dynamic pricing strategy of the retailer was given and the rules of pricing were analyzed. It is found that retail price is surging and approaches to a constant. The optimal retail price and advertising level of each period were derived when the retailer decided the retail price and the advertising level simultaneously. The retail price would approach to reservation price or unit production cost with certain conditions. The conclusions were demonstrated by the numerical example.