顾客策略行为下差异产品两阶段定价模型研究

互联网和信息技术的发展，为零售商收集顾客信息带来方便的同时，也使得消费者变得越来越具有策略性和选择性。首先，构建零售商只销售一种高质量产品的情形，研究其两阶段的定价策略，并分析产品的跨期折扣因子对产品的零售价格、销售量和零售商利润的影响。然后，考虑零售商可提供高质量和低质量两种产品的情形，顾客在第一销售期、第二销售期都可以选择两种产品。构建两阶段的定价决策模型，并分析产品的跨期折扣因子、顾客对低质量产品的接受度等参数对产品两阶段的零售价格、销售量的影响。最后，用数值算例分析了第二种模型下顾客对低质量产品的接受度等模型参数对零售商两阶段总利润的影响，然后比较了第一种和第二种模型下高质量产品的零售价格和销售量。研究结论较全面的分析了顾客策略行为对差异产品两阶段销售期的定价决策的影响，为零售商进行定价优化决策提供了十分重要的参考。

Two-stage Pricing Models with Differentiated Products Under Strategic Customer Behavior

The development of the Internet and information technology has made it easier for retailers to collect customer information, and it has also made consumers become more strategic and selective. First, the model that the retailer selling only a higher quality level product to the customers is built, then the two-stage pricing decision is studied, and the impacts of products' per-period discount factors on the products' retail prices, the sales quantities and the retailer's profits are also investigated. Then, the model that the retailer selling both a higher quality level product and a lower quality level product to the customers is considered, and the customers can choose both products during two sales periods. A two-stage pricing decision model is built and the impacts of products' per-period discount factors, the customers' acceptance for the lower quality level product on the retail prices, the sales quantities are investigated, respectively. Finally, the impacts of the model parameters (i.e., the customers' acceptance for the lower quality level product, etc) on the total profits during two periods under model II are studied by using numerical examples, then the optimal retail prices and the optimal sales quantities under the model I and the model II are compared. Our results can give a comprehensive analysis of the impacts of the strategic customer behavior on the two-stage pricing decisions, which provides a very important reference for the pricing decision of the retailer.