【摘要】：隨著動態(tài)定價的廣泛應(yīng)用與信息技術(shù)的飛速發(fā)展，消費者的購買行為變得越來越具有策略性。這種策略性主要體現(xiàn)在：消費者通過對商品市場信息（如價格、庫存、供求關(guān)系等）的搜尋來預(yù)測商品在未來的價格，并權(quán)衡在各時間點進行購買的消費者盈余，進而選擇最佳的購買時機。 電子商務(wù)環(huán)境下動態(tài)定價策略的實施雖在一定程度上增加了企業(yè)的收益，但由此引致的消費者策略性對企業(yè)來說已不容忽視。因此，企業(yè)如何將消費者策略性行為與動態(tài)價格策略進行有機的結(jié)合，以及該引入何種應(yīng)對機制來緩解策略性消費者的影響，并引導(dǎo)消費者在高價時進行購買，從而實現(xiàn)企業(yè)利潤的最大化，這無論是對理論研究或?qū)嶋H運用，都顯得尤為重要。 本文通過對動態(tài)定價理論和網(wǎng)絡(luò)消費者行為理論的深入研究，歸納總結(jié)出現(xiàn)有研究的不足：現(xiàn)階段，網(wǎng)絡(luò)環(huán)境下的動態(tài)定價大多是傳統(tǒng)動態(tài)定價策略的生搬硬套，能結(jié)合網(wǎng)絡(luò)消費者行為來展開研究的文獻非常少，尤其是消費者的策略性。緊接著本文對服裝產(chǎn)品與網(wǎng)絡(luò)服裝市場進行了深入的分析，綜合運用了動態(tài)規(guī)劃、經(jīng)濟機制設(shè)計、模擬仿真等理論和方法，對上述問題進行了探索，并創(chuàng)新性的提出了實施訂單抵用機制的動態(tài)定價模型。結(jié)合對模型的分析，有以下結(jié)論： (1)無論是否實施訂單抵用機制，，消費者的策略性均會降低企業(yè)的最優(yōu)價格與期望收益，當(dāng)企業(yè)實施訂單抵用機制后，策略性消費者的保留價格得以提高，引導(dǎo)更多的策略性消費者選擇在階段Ι購買，使得階段Ι的消費者購買率提高，不僅在一定程度上緩解了消費者的策略性，也提升了企業(yè)的品牌形象。 (2)消費者的策略性對企業(yè)兩階段最優(yōu)價格及期望收益的影響是導(dǎo)致企業(yè)價格戰(zhàn)的一個重要原因，而實施動態(tài)定價訂單抵用機制能緩解消費者的策略性，提高企業(yè)在兩階段的最優(yōu)定價，同時還能通過對折算因子θ的控制來調(diào)控兩階段的最優(yōu)價格，使企業(yè)的期望收益增加。錯誤！未找到引用源。
[Abstract]:With the wide application of dynamic pricing and the rapid development of information technology, consumers' purchasing behavior becomes more and more strategic. This strategy is mainly reflected in consumers' search for information on commodity markets (such as prices, inventories, supply and demand) to predict future prices and weigh the surplus of consumers who buy at various points in time. Then choose the best time to buy. Although the implementation of dynamic pricing strategy in e-commerce environment has increased the profit of enterprises to a certain extent, the resulting consumer strategy can not be ignored. Therefore, how to combine consumer strategic behavior with dynamic pricing strategy organically, and what kind of coping mechanism should be introduced to mitigate the impact of strategic consumers and guide consumers to purchase at high prices. Therefore, it is very important to realize the maximization of enterprise profit, whether it is theoretical research or practical application. Through the deep research on dynamic pricing theory and online consumer behavior theory, this paper summarizes the shortcomings of the research: at present, the dynamic pricing in the network environment is mostly a copy of the traditional dynamic pricing strategy. There is very little literature that can combine online consumer behavior, especially consumer strategy. Then, this paper makes a deep analysis of the clothing products and the online clothing market, and makes comprehensive use of the theories and methods of dynamic programming, economic mechanism design, simulation and so on, and explores the above problems. An innovative dynamic pricing model is proposed to implement the order offset mechanism. Based on the analysis of the model, the conclusions are as follows: (1) whether or not the order offset mechanism is implemented, the strategy of consumers will reduce the optimal price and expected income of the enterprise, when the enterprise implements the order offset mechanism, The retention price of strategic consumers can be raised, leading more strategic consumers to choose to buy at stage I, so that the purchasing rate of consumers at stage I is increased, which not only alleviates the strategy of consumers to a certain extent, Also improve the brand image of the enterprise. (2) the influence of consumers' strategy on the two-stage optimal price and expected income of enterprises is an important reason leading to the price war of enterprises, and the implementation of dynamic pricing order offset mechanism can alleviate the strategy of consumers. At the same time, the optimal price of two stages can be controlled by controlling the conversion factor 胃, which can increase the expected income of the enterprise. Wrong! No reference source was found.
【學(xué)位授予單位】：寧波大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F713.36;F416.86

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