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。
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.
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