【摘要】：近年來,收益管理的應用已從航空、酒店、汽車租賃等傳統(tǒng)行業(yè)向交通、醫(yī)療、廣告、電子商務等行業(yè)擴散,理論界對收益管理方法和技術(shù)的研究也日臻成熟和完善。然而,現(xiàn)有收益管理研究一般將顧客需求視為外生變量,忽略其個體行為特征,降低了收益管理方法的有效性。本文基于前景理論,考慮顧客有限理性行為中的參考依賴特征,以基于參考效應的需求模型代替基于短視型顧客行為假設的需求模型(與支付意愿有關(guān)的需求分布或確定性需求函數(shù)),以前景理論、最優(yōu)控制理論、隨機動態(tài)規(guī)劃理論等作為研究工具,基于靜態(tài)和動態(tài)兩類參考價格構(gòu)建動態(tài)定價模型,探索參考效應影響下的收益管理定價策略。本文的研究主要包括以下四部分內(nèi)容：第一,參考效應的具體表達與刻畫；第二,乘性參考效應作用下,考慮靜態(tài)參考價格的動態(tài)定價決策；第三,加性參考效應作用下,考慮動態(tài)參考價格的正向更新價格策略;第四,加性參考效應作用下,考慮動態(tài)參考價格的隨機動態(tài)規(guī)劃模型。針對第一個問題,分析靜態(tài)參考效應和動態(tài)參考效應,刻畫加性參考效應模型和乘性參考效應模型,獲取參考點依賴行為作用于顧客需求的一般規(guī)律。針對第二個問題,構(gòu)建基于靜態(tài)參考價格的連續(xù)時間收益管理定價模型,給出了閉型解,得到靜態(tài)參考效應作用下,企業(yè)的連續(xù)時間定價規(guī)律。針對第三、第四個問題,構(gòu)建基于動態(tài)參考價格的離散時間收益管理定價模型,給出了求解方法,探索動態(tài)參考效應對企業(yè)定價策略及收益的影響。通過理論分析和算例研究,得到研究結(jié)論如下：第一,在考慮參考效應的企業(yè)定價決策中,需求旺盛的情形下適宜采取升價策略；需求不足的情形下適宜采取降價策略。第二,在靜態(tài)參考效應的作用下,企業(yè)在需求旺盛的市場采取以價格為導向的定價策略,在需求不足的市場采取以需求為導向的定價策略。第三,在動態(tài)參考效應的作用下,提高初始價格是企業(yè)增加收益的有效途徑。除此之外,本文通過數(shù)值實驗探索了參考效應對初始價格、定價方向、價格波動幅度以及企業(yè)收益的影響。參考效應對企業(yè)有著正反兩方面的影響,通過合理的定價策略和更新次數(shù)的選擇,企業(yè)保證了動態(tài)定價的有效性。
[Abstract]:In recent years, the application of income management has spread from the traditional industries such as aviation, hotel and car rental to the industries such as transportation, medical treatment, advertising and electronic commerce. However, the existing income management research generally regards the customer demand as the exogenous variable, and ignores the individual behavior characteristics, and reduces the effectiveness of the income management method. In this paper, based on the foreground theory, considering the reference-dependent features of the customer's limited rational behavior, the demand model based on the reference effect is used instead of the demand model (the demand distribution or the deterministic demand function related to the willingness to pay) based on the behavior assumption of the short-view type customer, and the foreground theory is applied. The optimal control theory, the stochastic dynamic programming theory and so on are used as the research tools, and the dynamic pricing model is constructed based on the static and dynamic reference prices, and the income management pricing strategy under the influence of the reference effect is explored. The research of this paper mainly includes the following four parts: first, the specific expression and characterization of the reference effect; the second, the multiplicative reference effect, taking into account the dynamic pricing decision of the static reference price; and thirdly, under the effect of the additive reference effect, Considering the forward update price strategy of the dynamic reference price, the stochastic dynamic programming model of the dynamic reference price is considered under the effect of the additive reference effect. According to the first problem, the static reference effect and the dynamic reference effect are analyzed, the additive reference effect model and the multiplicative reference effect model are described, and the general rule of the reference point-dependent behavior on the customer's needs is obtained. For the second problem, a continuous time-benefit management pricing model based on static reference prices is built, and the closed-type solution is given, and the continuous time-pricing rule of the enterprise under the effect of static reference effect is obtained. In view of the third and fourth problems, a discrete time-benefit management pricing model based on dynamic reference price is built, and the method of solving is given, and the influence of the dynamic reference effect on the pricing strategy and income of the enterprise is explored. The results of the study are as follows: First, in the case of the pricing decision of the enterprise considering the reference effect, it is appropriate to adopt the price-raising strategy in the case of strong demand; in the case of insufficient demand, it is suitable to adopt the price reduction strategy. Second, under the effect of static reference effect, the enterprises adopt the price-oriented pricing strategy in the market with high demand, and take the demand-oriented pricing strategy in the market with insufficient demand. Third, under the action of dynamic reference effect, it is an effective way to increase the initial price to increase the income of the enterprise. In addition, this paper explores the effect of the reference effect on the initial price, the pricing direction, the price fluctuation and the enterprise income. The reference effect has positive and negative effects on the enterprise, through the reasonable pricing strategy and the choice of the number of times of update, the enterprise ensures the effectiveness of the dynamic pricing.
【學位授予單位】：南京理工大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F274

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