本文關(guān)鍵詞： 收益管理 動(dòng)態(tài)定價(jià) 支付意愿 參考效應(yīng) 隨機(jī)動(dòng)態(tài)規(guī)劃　出處：《南京理工大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：近年來(lái),收益管理已廣泛應(yīng)用于航空、酒店、汽車(chē)租賃等傳統(tǒng)行業(yè)以及電子商務(wù)、金融、網(wǎng)絡(luò)零售等非傳統(tǒng)行業(yè),且收益管理方法和技術(shù)的研究也逐步走向成熟。但是,傳統(tǒng)收益管理模型建立在顧客需求是外生變量的基礎(chǔ)上,忽略顧客作為一個(gè)行為人的特征,從而削弱了收益管理方法的有效性。本文基于顧客有限理性行為的參考依賴(lài)特征,考慮參考價(jià)格對(duì)顧客支付意愿的影響,將參考效應(yīng)引入需求函數(shù),以隨機(jī)動(dòng)態(tài)規(guī)劃理論為研究工具,研究基于靜態(tài)和動(dòng)態(tài)兩類(lèi)參考價(jià)格的動(dòng)態(tài)定價(jià)模型,探討參考效應(yīng)影響下的收益管理動(dòng)態(tài)定價(jià)策略。本文主要研究以下四部分內(nèi)容:第一,支付意愿及參考效應(yīng)的具體表達(dá)與刻畫(huà);第二,基于靜態(tài)參考價(jià)格的離散時(shí)段動(dòng)態(tài)定價(jià)模型;第三,基于動(dòng)態(tài)參考價(jià)格的離散時(shí)段動(dòng)態(tài)定價(jià)模型;第四,在給定初始價(jià)格的情況下對(duì)模型作進(jìn)一步討論。本文首先探討了支付意愿及參考效應(yīng)的表達(dá),研究參考效應(yīng)函數(shù)的相關(guān)性質(zhì),探索參考點(diǎn)依賴(lài)性對(duì)顧客需求的一般影響規(guī)律;在此基礎(chǔ)上構(gòu)建基于靜態(tài)及動(dòng)態(tài)參考價(jià)格的收益管理動(dòng)態(tài)定價(jià)的隨機(jī)規(guī)劃模型,提出最優(yōu)價(jià)格路徑的計(jì)算方法,通過(guò)仿真算例探討參考效應(yīng)對(duì)企業(yè)最終收益及初始價(jià)格、價(jià)格變動(dòng)方向、價(jià)格離散程度等具體定價(jià)策略的影響;最后討論了單一定價(jià)策略、固定初始價(jià)格策略這兩類(lèi)特殊情況。通過(guò)數(shù)理推演和算例分析,得到如下研究結(jié)論:第一,在動(dòng)態(tài)參考價(jià)格情境下,參考效應(yīng)對(duì)提高企業(yè)收益具有積極的正向作用;而在靜態(tài)參考價(jià)格情境下,不同條件下會(huì)產(chǎn)生兩種相反的情況。第二,無(wú)論是在動(dòng)態(tài)還是靜態(tài)參考價(jià)格情境下,提高初始價(jià)格是企業(yè)增加收益的有效手段。第三,關(guān)于價(jià)格變動(dòng)方向,動(dòng)態(tài)和靜態(tài)參考價(jià)格情境下都促進(jìn)了企業(yè)降價(jià)的使用。第四,在動(dòng)態(tài)參考價(jià)格情境下,企業(yè)采用降價(jià)策略,企業(yè)定價(jià)更為離散;反之采用升價(jià)策略,企業(yè)定價(jià)更為集中;而在靜態(tài)參考價(jià)格情境下,企業(yè)降價(jià)以及升價(jià)幅度都在減小,且參考效應(yīng)越強(qiáng),企業(yè)定價(jià)更為集中。除此之外,本文考慮了另外兩種特殊的定價(jià)策略:單一定價(jià)策略及固定初始定價(jià)策略,分析了不同情境下如何使用不同的定價(jià)策略。
[Abstract]:In recent years, revenue management has been widely used in traditional industries such as aviation, hotel, car rental, electronic commerce, finance, network retailing and other non-traditional industries. The traditional revenue management model is based on the fact that customer demand is an exogenous variable, neglecting the characteristics of customer as an actor, which weakens the effectiveness of revenue management. Considering the influence of reference price on customer's willingness to pay, the reference effect is introduced into demand function, and the dynamic pricing model based on static and dynamic reference price is studied with stochastic dynamic programming theory as the research tool. This paper discusses the dynamic pricing strategy of revenue management under the influence of reference effect. This paper mainly studies the following four parts: first, the specific expression and characterization of the willingness to pay and the reference effect; second, Discrete period dynamic pricing model based on static reference price; third, discrete period dynamic pricing model based on dynamic reference price; 4th, Under the condition of given initial price, the model is further discussed. Firstly, this paper discusses the expression of willingness to pay and reference effect, studies the related properties of reference effect function, and explores the general influence law of reference point dependence on customer demand. On this basis, the stochastic programming model of dynamic pricing of revenue management based on static and dynamic reference price is constructed, and the calculation method of optimal price path is proposed. The reference effect on the final income and initial price of the enterprise is discussed through a simulation example. Finally, this paper discusses two kinds of special cases: single pricing strategy and fixed initial price strategy. Through mathematical deduction and example analysis, the following conclusions are obtained: first, In the dynamic reference price situation, the reference effect has a positive positive effect on improving the enterprise income, while in the static reference price situation, there will be two opposite situations under different conditions. Second, Whether in the dynamic or static reference price situation, raising the initial price is an effective means for enterprises to increase their income. Third, regarding the direction of price change, both dynamic and static reference price situations have promoted the use of enterprise price reduction. 4th, Under the dynamic reference price situation, the enterprise adopts the price reduction strategy, the enterprise pricing is more discrete; on the contrary, the enterprise pricing is more concentrated by adopting the price increase strategy; but under the static reference price situation, the enterprise price reduction and the price increase range are decreasing, Moreover, the stronger the reference effect is, the more centralized the enterprise pricing is. In addition, this paper considers two other special pricing strategies: single pricing strategy and fixed initial pricing strategy, and analyzes how to use different pricing strategies in different situations.
【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F713.55

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本文編號(hào)：1500927