全部 标题 作者
关键词 摘要

OALib Journal期刊
ISSN: 2333-9721
费用:99美元

查看量下载量

相关文章

更多...

考虑消费者双通道心理账户和参照依赖的动态定价问题研究

, PP. 142-151

Keywords: 动态定价,双通道心理账户,参照依赖,支付方案

Full-Text   Cite this paper   Add to My Lib

Abstract:

?为分析消费者双通道心理账户及参照依赖行为对企业长期利润的影响,本文探讨了在一般支付、提前支付及延迟支付方案下的动态定价问题。采用了离散时间动态规划分析思路,讨论了两周期模型在不同支付方案下最优价格、最优利润的关系,进一步将动态定价行为扩展到了无限期的情形,分析了在各种支付方案下的稳态价格,结果表明当需求函数是线性时,提前支付与延迟支付下的稳态价格要大于一般支付下的稳态价格;当初始参考价格较高(较低)时,最优价格策略类似于撇脂定价策略(渗透定价策略)。最后通过数值分析,比较了双通道心理账户各参数对不同支付方案长期总利润的影响,并总结了厂商如何选择最优支付方案以获取更高利润的建议。该思路对基于行为的动态定价研究具有一定的借鉴意义。

References

[1]  Thaler R.Mental accounting and consumer choice[J]. Marketing Science, 1985, 4(3): 199-214.
[2]  Prelec D, Loewenstein G. The red and the black: Mental accounting of savings and debt[J]. Marketing Science, 1998, 17(1): 4-28.
[3]  Thaler R. Mental accounting matters[J]. Journal of Behavioral Decision Making, 1999, 12(3): 183-206. 3.0.CO;2-F target="_blank">
[4]  Barberis N, Huang Ming. Mental accounting, loss aversion, and individual stock returns[J]. The Journal of Finance, 2001, 56(4): 1247-1292.
[5]  Langer T, Weber M. Prospect theory, mental accounting, and differences in aggregated and segregated evaluation of lottery portfolios[J]. Management Science, 2001, 47(5): 716-733.
[6]  Frederick S, Loewenstein G, O'donoghue T. Time discounting and time preference: A critical review[J]. Journal of economic literature, 2002, 40(2): 351-401.
[7]  Grinblatt M, Han Bing. Prospect theory, mental accounting, and momentum[J]. Journal of financial economics, 2005, 78(2): 311-339.
[8]  Shafir E, Thaler R H. Invest now, drink later, spend never: On the mental accounting of delayed consumption[J]. Journal of Economic Psychology, 2006, 27(5): 694-712.
[9]  Simonsohn U, Gino F. Daily horizons: Evidence of narrow bracketing in judgment from 10 years of MBA-admission Interviews[J]. Psychological Science, 2013,24(2):219-224.
[10]  李爱梅, 郝玫, 李理, 等.消费者决策分析的新视角:双通道心理账户理论[J].心理科学进展, 2012, 20(11): 1709-1717.
[11]  Erat S, Bhaskaran S R. Consumer mental accounts and implications to selling base products and add-ons[J]. Marketing Science, 2012, 31(5): 801-818.
[12]  Li chen, K?k A G, Tong J D. The effect of payment schemes on inventory decisions: The role of mental accounting[J]. Management Science, 2013, 59(2): 436-451.
[13]  Popescu I, Wu Yaozhong. Dynamic pricing strategies with reference effects[J]. Operations Research, 2007, 55(3): 413-429.
[14]  Baucells M, Hwang W. Mental accounting, reference price adaptation, and anomalies in consumption-payment decisions[R].Working paper, London Bussiness School,2012.
[15]  Kahneman D, Tversky A. Prospect theory: An analysis of decision under risk[J]. Econometrica: Journal of the Econometric Society, 1979,47(2):263-291.
[16]  Gimpl-Heersink L. Joint pricing and inventory control under reference price effects[D]. Vienna:Wu Vienna University of Economics and Business, 2008.
[17]  Baucells M, Hwang W. A model of mental accounting and reference price adaptation[R]. Wording paper,London Business School,2013.
[18]  Miranda M J, Fackler P L. Applied computational economics and finance[M]. Cambridge,Massachusetts:MIT Press, 2002.
[19]  Stokey N L, Lucas R E, Prescott E C. Recursive methods in economic dynamics[M]. Cambridge, Massachusetts:Harvard University Press, 1989.
[20]  Topiks D M. Supermodularity and Complementarity[M]. Princeton. New Jersey: Princeton University Press, 1998.
[21]  Smith J E, McCardle K F. Structural properties of stochastic dynamic programs[J]. Operations Research, 2002, 50(5), 796-809.

Full-Text

Contact Us

service@oalib.com

QQ:3279437679

WhatsApp +8615387084133