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基于顾客购买行为的参考依赖特征,对包含乘性参考效应的收益管理动态定价问题进行了系统建模和仿真研究。定义乘性参考效应的概念,刻画参考效应函数性质和对应的需求函数特征;给出连续时间连续价格最优控制模型及其哈密尔顿—雅克比方程;针对该模型开发仿真算法,设计多类需求环境下的动态定价仿真试验。仿真结果表明参考效应对企业定价决策和收益状况具有显著影响;为企业在多种市场环境下制定价格策略提供了决策借鉴。
Based on the characteristics of reference dependence of customer purchasing behavior, the dynamic pricing of revenue management including the multiplicative reference effect is systematically modeled and simulated. The concept of multiplicative reference effect is defined, and the nature of the reference effect function and the corresponding demand function characteristic are described. The continuous-time continuous price optimal control model and the Hamilton-Jacobi equation are given. According to the model, a simulation algorithm is developed to design various types of demand environment Under the dynamic pricing simulation test. The simulation results show that the reference effect has a significant impact on the pricing decision and the return of the firm. It provides a reference for the firm to formulate the pricing strategy under various market conditions.