CAJ | 학술논문

在线零售商能够方便地提供历史价格和未来价格预期以供消费者参考，但这种为消费者提供的便利同时给零售商的动态定价带来困难，聪明的消费者会根据未来产品的价格以及历史参考价格做出购买与否的判断，给零售商的利润带来很大的影响．论文将消费者的策略性行为和参考价格效应结合，准确地描述消费者在历史和预期价格影响下零售商的动态定价策略，建立了多阶段动态定价策略模型，并针对两阶段简化为正常价和清仓价的模型，给出两种不同的价格策略以及实施的前提条件，讨论了两阶段最优价格和期望最大利润跟消费者效用折扣因子、策略性消费者所占比例、消费者对历史价格的依赖程度的关系，结论表明忽视消费者策略行为以及价格参考效应会给零售商带来较大的负面影响．
재선령수상능구방편지제공역사개격화미래개격예기이공소비자삼고，단저충위소비자제공적편리동시급령수상적동태정개대래곤난，총명적소비자회근거미래산품적개격이급역사삼고개격주출구매여부적판단，급령수상적리윤대래흔대적영향．논문장소비자적책략성행위화삼고개격효응결합，준학지묘술소비자재역사화예기개격영향하령수상적동태정개책략，건립료다계단동태정개책략모형，병침대량계단간화위정상개화청창개적모형，급출량충불동적개격책략이급실시적전제조건，토론료량계단최우개격화기망최대리윤근소비자효용절구인자、책략성소비자소점비례、소비자대역사개격적의뢰정도적관계，결론표명홀시소비자책략행위이급개격삼고효응회급령수상대래교대적부면영향．
Online retailers can easily provide historical prices and future prices for consumers expect toreference, at tile same time this convenience makes difficult for retailer＇s dynamic pricing policy, strategicconsumers will make decision of buying or not buying according to tile filture price of product and historicalreference prices, this judgment will deeply influence tile retailer＇s profits. Tile paper combines consumers＇strategic behavior and reference price effect, accurately describes retailers＇ dynamic pricing policy tamerconsumers influenced by historical and expected price, establishes the nmlti-stage dynamic pricing policymodel, simplifies two stage model to the normal and the clearance model, puts forward two kinds ofdifferent pricing strategies and gives two strategy implementation conditions, discusses the two stage andthe optimal price maxinmm expected profit with consumer utility discount factor, strategic consmnerproportions, reliance extent of historical prices. The conclusions indicate that ignoring strategic behaviorand consumer price reference effect will bring to the retailers profit large negative effect.