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论文编号：	10116
作者编号：	2120162670
上传时间：	2018/6/8 20:55:46
中文题目：	考虑策略型消费者的定价和广告策略研究
英文题目：	Dynamic Pricing and Advertising Strategies
指导老师：	严建援
中文关键字：	策略型消费者 动态定价 广告策略 两阶段博弈模型
英文关键字：	Strategic consumers；Dynamic pricing；Advertising strategy；Two-stage game model
中文摘要：	随着信息技术的发展，消费者在购物时可以通过多种渠道充分获取价格、质量等产品信息，从而做出更有利于自身效用的决策。而随着市场饱和等原因，产品通常会在销售后期采取降价策略，当消费者掌握了这种降价规律后，会进行跨时期的购买决策，他们通常会推迟到商品降价时购买，从而使自身效用最大化，这种消费者被称为策略型消费者。策略型消费者的出现使企业利润受到损失，企业会采取特殊的定价策略、广告宣传等各种方式来降低策略型消费带来的不利影响。企业间的竞争加剧，会使得企业与策略型消费者的博弈变得更加复杂。如何在各种市场环境下，应对策略型消费者，提高利润，是企业面临的重要问题。在此背景下，本文研究企业如何通过投放广告和定价联合策略来应对策略型消费者的影响。在企业采用动态定价方法的基础上，对垄断和竞争两种不同情况分别进行分析。考虑存在策略型消费者的情况下，企业的最优定价和广告策略。本文首先采用文献分析的方法对相关研究领域的文献进行了梳理，提炼出了本文研究的方向和主要研究内容。之后采用博弈论的思想，分别建立了存在策略型消费者情况下企业垄断和竞争的价格和广告博弈模型。根据最优化理论的思想得出了模型的解析解。最后采用数值模拟的方法，进行了参数敏感性分析和模型的对比分析。本文的研究表明在满足一定的参数约束下，企业在垄断和竞争时的模型都存在均衡解。 企业可以通过投放广告来应对策略型消费者带来的不利影响。广告的作用随消费者策略程度的增加而减小。当企业存在竞争时，策略型消费者和企业质量差异都会使两企业利润减少，但对低质量企业的影响更大。本文的研究可以帮助企业更好的进行管理决策，根据所处市场地位的不同，制定不同的定价和广告策略。同时，本文创新性的基于动态定价的方法，提出了企业通过广告策略应对策略型消费者，对于策略型消费者领域的研究具有理论意义，也为今后的研究提供了理论基础。
英文摘要：	With the development of information technology, consumers can obtain product information such as price and quality through various channels during shopping, so as to make more favorable decisions for their own utility. With the market saturation and other reasons, the product will usually adopt a price reduction strategy in the later period of sales. When consumers grasp this price reduction rule, they will make cross- period purchase decisions to postpone the purchase decision to maximize their own utility. These consumers are called strategic consumers. The emergence of strategic consumers has resulted in the loss of corporate profits. Companies will adopt pricing strategies, advertising, and other methods to reduce the adverse effects of strategic consumption. Increased competition among enterprises will make the situation more complicated. How to respond to strategic consumers and increase profits in various market environments is an important issue for companies. In this context, this paper examines how companies can respond to the impact of strategic consumers through the use of advertising and pricing syndication strategies. Based on the dynamic pricing method adopted by the company, two different situations of monopoly and competition are analyzed. Considering the existence of strategic consumers, the company's optimal price and advertising strategy. This article first uses the literature analysis method to sort out the literature of the relevant research field, and extracts the direction and main research content of this article. Afterwards, a game theory was used to establish the price and advertising game model of enterprise monopoly and competition in the presence of strategic consumers. According to the idea of optimization theory, the analytical solution of the model is obtained. Finally, the method of numerical simulation was used to carry out the parameter sensitivity analysis and comparative analysis of the model. The research in this paper shows that under the constraint of certain parameters, there are equilibrium solutions in the models of monopolistic and competitive firms. Companies can respond to the adverse effects of strategic consumers by placing ads. The role of advertising decreases with the degree of consumer strategy. When there is competition in the enterprise, the difference in the quality of strategic consumers and enterprises will reduce the profits of the two companies, but it will have a greater impact on low-quality companies. The research in this paper can help companies make better management decisions, and formulate different pricing and advertising strategies based on their different market positions. At the same time, the innovative method based on dynamic pricing proposes that companies deal with strategic consumers through advertising strategies. It has theoretical significance for the study of strategic consumer areas and provides a theoretical basis for future research.
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