CAJ | 학술논문

由于销售期短和残值很低,季节性产品普遍采用正常销售和季末降价结合的动态定价模式。一部分顾客会预期零售商季末降价,可能等待到季末购买以获得更大的净效用,顾客的这种策略行为减少了零售商的收益。本文假设市场中同时存在策略性和短视性顾客,分析了零售商考虑策略性顾客的动态定价,以及差价返还机制对零售商定价和收益的影响。研究表明策略性顾客延迟购买影响了零售商的定价决策并使得收益减少,而差价返还机制可以消除策略性顾客的延迟购买行为,提高零售商的收益。
유우소수기단화잔치흔저,계절성산품보편채용정상소수화계말강개결합적동태정개모식。일부분고객회예기령수상계말강개,가능등대도계말구매이획득경대적정효용,고객적저충책략행위감소료령수상적수익。본문가설시장중동시존재책략성화단시성고객,분석료령수상고필책략성고객적동태정개,이급차개반환궤제대령수상정개화수익적영향。연구표명책략성고객연지구매영향료령수상적정개결책병사득수익감소,이차개반환궤제가이소제책략성고객적연지구매행위,제고령수상적수익。
Due to the short selling period and the low residual value,seasonal products commonly adopt the inter-temporal pricing model combined with normal selling and last time salvage.Strategic customers will expect salvage price and likely to wait to a later purchase for a greater net effect.The delayed buying of strategic customers reduces the retailer＇s expected profit.In this paper,we assume that there are strategic and myopic customers in the market with heterogeneous valuation,then analysis the inter-temporal pricing model with strategic customers,and the impact of price match policy.We find that the delayed buying of strategic customers affects the retailer＇s pricing strategy and make profit decreased.The price match policy can be a mechanism to eliminate the delay in the purchase of strategic customers,and improve the retailer＇s earnings.