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

doi:10.16381/j.cnki.issn1003-207x.2015.07.018

中国管理科学 ›› 2015, Vol. 23 ›› Issue (7): 142-151.doi: 10.16381/j.cnki.issn1003-207x.2015.07.018

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

毕文杰, 陈根宇, 陈晓红

中南大学商学院, 湖南长沙 410083

收稿日期:2013-09-02 修回日期:2014-07-23 出版日期:2015-07-20 发布日期:2015-07-22
作者简介:毕文杰,(1972-),男(汉族),湖南人,中南大学商学院,教授,研究方向:行为决策与动态定价.
基金资助:
国家自然科学基金面上资助项目(71371191);国家创新研究群体科学基金资助项目(71221061);国家自然科学基金国际合作重大资助项目(71210003)

Dynamic Pricing with Consumers' Double-entry Mental Accounting and Reference Effects

BI Wen-jie, CHEN Gen-yu, CHEN Xiao-hong

School of Business, Central South University, Changsha 410083, China

Received:2013-09-02 Revised:2014-07-23 Online:2015-07-20 Published:2015-07-22

摘要/Abstract

摘要： 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。

关键词: 动态定价, 双通道心理账户, 参照依赖, 支付方案

Abstract: In order to analyze the effects of consumers double-entry mental accounting and reference dependent behavior on firm's long-term profits, dynamic pricing problems are considered in this paper under three different payment schemes, i.e., pay-per-use, pre-pay and post-pay. By using discrete-time dynamic programming, we first derive the optimal price and optimal profit and their relationships in two-periods. This model is extended into indefinite periods and analyze the steady price. The results show that with linear demand function, the steady state price under pre-pay scheme and post-pay scheme is greater than that pay-per-use scheme. Moreover, the optimal pricing strategy is similar to skimming pricing (penetration pricing ) when the initial reference price is high(low). Finally, a numerical analysis is performed to compare the effects of the parameters of double-entry mental accounting on firm's long-term profits under different payment schemes. Also, some suggestions about how the firms choose the best payment schemes to extract optimal profits are proposed.

Key words: dynamic pricing, double-entry mental accounting, reference dependence, payment schemes

中图分类号:

F270
F272.3

毕文杰, 陈根宇, 陈晓红. 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[J]. 中国管理科学, 2015, 23(7): 142-151.

BI Wen-jie, CHEN Gen-yu, CHEN Xiao-hong. Dynamic Pricing with Consumers' Double-entry Mental Accounting and Reference Effects[J]. Chinese Journal of Management Science, 2015, 23(7): 142-151.

参考文献

[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.

[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, Kök 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.

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

Dynamic Pricing with Consumers' Double-entry Mental Accounting and Reference Effects

PDF (PC)

可视化

被引次数

摘要/Abstract

引用本文

使用本文

参考文献

相关文章 15

Metrics

本文评价

推荐阅读 10

[1]	李贺, 林钟高, 吴金南. 存在战略购买需求的定价、供给、机制选择和配给研究[J]. 中国管理科学, 2021, 29(3): 153-167.
[2]	叶欣, 周艳菊. 考虑商誉的双渠道供应链动态定价与联合减排策略[J]. 中国管理科学, 2021, 29(2): 117-128.
[3]	孙中苗, 徐琪. 随机需求下考虑不同竞争情形的网约车平台动态定价[J]. 中国管理科学, 2021, 29(1): 138-148.
[4]	张旭梅, 王大飞, 任廷海, 官子力, 但斌. 考虑消费者策略行为的供应链两周期定价与契约设计[J]. 中国管理科学, 2020, 28(7): 132-145.
[5]	徐建, 段永瑞, 霍佳震. 考虑参照依赖与产品展示的体验式商品定价与订购策略[J]. 中国管理科学, 2020, 28(10): 183-193.
[6]	杨剑, 方易新, 杜少甫. 考虑参照依赖的企业合作创新演化博弈分析[J]. 中国管理科学, 2020, 28(1): 191-200.
[7]	胡韩莉, 曹裕, 李青松. 考虑捐赠行为的食品动态定价策略研究[J]. 中国管理科学, 2019, 27(1): 99-109.
[8]	周尔凤, 张廷龙, 倪蕾, 方丹, 方昶. 竞争中的参考价格效应及承诺[J]. 中国管理科学, 2018, 26(8): 75-85.
[9]	文平, 庞庆华. 基于预期的报童问题研究[J]. 中国管理科学, 2018, 26(3): 109-116.
[10]	段文奇, 柯玲芬. 基于用户规模的双边平台适应性动态定价策略研究[J]. 中国管理科学, 2016, 24(8): 79-87.
[11]	宋鸿芳, 冉伦, 褚宏睿, 张文思. 消费者锚定效应下的动态定价与库存控制研究[J]. 中国管理科学, 2015, 23(4): 123-128.
[12]	金磊, 陈伯成, 肖勇波. 双渠道下库存与定价策略的研究[J]. 中国管理科学, 2013, 21(3): 104-112.
[13]	罗利, 萧柏春. 航空客运平行航班动态定价模型 [J]. 中国管理科学, 2012, (3): 104-111.
[14]	林志炳, 张岐山. 零售商的动态定价和服务模型分析[J]. 中国管理科学, 2011, 19(6): 73-78.
[15]	刘晓峰, 徐贤浩. 消费者策略行为视角下短生命周期产品的定价机制研究[J]. 中国管理科学, 2011, 19(4): 152-158.