Strategic Consumer Response to Dynamic Pricing of Perishable Products
Strategic Consumer Response to Dynamic Pricing of Perishable Products
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DOI：
10.2139/ssrn.945284
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发表时间：
2006-10
期刊：
影响因子：
--
通讯作者：
Yong-Pin Zhou;Ming Fan;Minho Cho
中科院分区：
文献类型：
--
作者：
Yong-Pin Zhou;Ming Fan;Minho Cho
动态定价是销售商用于收入管理的标准做法。由于互联网上有大量的定价和库存数据，消费者有可能了解卖方使用的定价策略，并制定战略对策。在本章中，我们研究了消费者对易逝品动态价格的策略反应。由于价格随时间和库存的变化而波动，战略消费者可能会选择推迟购买，以预期未来价格会降低。我们分析了一个门槛购买策略的战略消费者，并进行数值研究，研究其对战略消费者的利益和卖方的收入的影响。我们发现，在大多数情况下，该政策可以同时有利于战略消费者和卖方。在实践中，卖方可以通过采用目标价格购买制度来鼓励消费者等待。
Dynamic pricing is a standard practice that sellers use for revenue management. With the vast availability of pricing and inventory data on the Internet, it is possible for consumers to become aware of the pricing strategies used by sellers and to develop strategic responses. In this chapter, we study the strategic response of consumers to dynamic prices for perishable products. As price fluctuates with the changes in time and inventory, a strategic consumer may choose to postpone a purchase in anticipation of lower prices in the future. We analyze a threshold purchasing policy for the strategic consumer, and conduct numerical studies to study its impact on both the strategic consumer’s benefits and the seller’s revenue. We find that in most cases the policy can benefit both the strategic consumer and the seller. In practice, the seller could encourage consumer waiting by adopting a target price purchasing system.