【作者】 李为相；

【导师】 赵林度；

【作者基本信息】 东南大学 ， 系统工程， 2004， 硕士

【摘要】 产品定价是企业最重要的决策之一。随着市场竞争的日趋激烈,且市场占主导地位的商务环境,迫使企业引进多种形式的、与各种不同促销技术相关联的定价方法。作为全新的媒介和虚拟市场,Internet不但改变了人们生活、工作等各个方面,而且也创造出许多全新的需求和商机,即电子商务的兴起。电子商务是一个全新的经营领域,其对国际市场的影响是多方面的,而所有影响又都将在商品的市场价格变化上表现出来。把销售量作为管理者决定的变量,而价格是由市场所决定的变量,通过使价格动态变动以期实现企业利润的帕累托最优,动态定价因而应运而生。Internet及电子商务的发展更加推动了商家定价模式的转型。本文主要研究了如下五部分内容:第一部分,论述了影响顾客和企业自身的产品定价策略及其发展动态,并在此基础上引入了动态定价(Dynamic Pricing)策略概念;第二部分,论述了作为全新的媒介和虚拟市场的Internet和电子商务。并在此基础上,阐述了其如何推动了商家定价模式的转型,及电子商务中动态定价策略对传统上由供应商制定的固定价格策略所构成的挑战;第三部分,在前辈学者的基础上,应用理性人及信息不对称原理,提出了单一拍卖方拍卖多物品、众多需求方且需求数量不定的网络市场环境中单边拍卖动态定价模型。文中还从应用的角度给出了模型的算例分析,及模型的Nash均衡分析结果;第四部分,提出了在多买方和多卖方的市场环境中基于不定需求的双边拍卖动态定价模型,并给出了模型的算例分析;第五部分,论述除了大量的运用经济学及运筹学手段对拍卖机制进行研究外,执行在线拍卖所需技术也是当前电子商务领域研究的热点,进而引入自动执行在线拍卖的Agent技术。文中详细论述了基于Agent的在线拍卖系统结构,并定义一组消息来模仿在线拍卖过程。最后给出了实现在线拍卖Agent的算法。更多还原

【Abstract】 The product pricing is one of the most important decisions for enterprise. As commerce became far more competitive presently, marketing became dominant. Suppliers introduced many forms of pricing linked to various promotional techniques. As a new media and virtual market,the Internet not only changes the style of people’s life and work etc., but also creates lots of new market and business opportunities, namely the electronic commerce’s rise. The EC is an drastically new notion, its influence to international market is extensive, but all those influence can again materialize during pricing. The development of Internet and EC more pushed the transformation of the price mode. Take the sales quantity as a variable determined by the manager and the price as a variable decided by the marketing, namely the price as independent variable. Through the price’s fluctuation factitiously, it make the enterprise realize the profit’s maximum, so dynamic pricing emerge with the tide of the times. The development of Internet and EC more pushed the transformation of the pricing mode.This thesis primarily studied five part of contents:The first part mainly discussed the pricing strategies’ influence for customer and enterprise oneself, and introduce the concept of Dynamic Pricing strategies;The second part mainly discussed Internet and EC how to promote the transformation of the pricing mode. At last discussed the influence for the traditionally fixed price;The third part, based on integrating the elder scholars, applied reasonable person and information dissymmetry principle, bring forward pricing model based on multi-item auctions under the uncertain requirement in the EC and analyze the Nash equilibrium. At last give out an example; <WP=6>The fourth part bring forward pricing model based on double auction under the uncertain requirement in the EC and give out an example;The last part mainly discussed, besides being investigated by means of using economics and operational research, the technology that implemented online auction, the current focus. And introduced Agent that have become the main technique to carry automatically out online auction. This part mainly discussed the Agent-based on-line auction construction, and defined a set of messages for simulating the auction process. At last this part advance the scheme for implement the online auction.更多还原