| 考虑商品促销关联效应的网络零售商动态定价模型 |
| |
| 引用本文： | 高峻峻,郭鹏.考虑商品促销关联效应的网络零售商动态定价模型[J].上海大学学报(自然科学版),2021,27(5):959-971. |
| |
| 作者姓名： | 高峻峻 郭鹏 |
| |
| 作者单位： | 上海大学 悉尼工商学院, 上海 201800 |
| |
| 基金项目： | 国家自然科学基金资助项目(71871133) |
| |
| 摘 要： | 随着电子商务的高速发展, 如何通过最优商品定价决策来帮助企业获得最优利润已成为网络零售商运营管理的重要研究方向. 随着促销活动的频次和种类的不断增加, 商品存在促销关联效应, 不同的促销策略会对商品间的销量产生影响. 首先, 应用 Granger-LASSO(least absolute shrinkage and selection operator)检验分析存在促销关联效应的商品; 然后, 使用 ADL(advanced distributed learning)-LASSO 多阶段回归建立商品需求函数模型; 最后, 结合利润函数, 构建出一种考虑促销关联效应的动态定价模型. 模拟结果表明, 该模型将 U 品牌商的线上销售总利润提升了 13.46%, 是解决网络零售商动态定价决策的有效方案.
|
| 关 键 词： | 网络零售商 动态定价 促销关联效应 需求预测 |
| 收稿时间： | 2019-12-27 |
Dynamic pricing model based on correlation effect of product promotion for an online retailer |
| |
| GAO Junjun,GUO Peng.Dynamic pricing model based on correlation effect of product promotion for an online retailer[J].Journal of Shanghai University(Natural Science),2021,27(5):959-971. |
| |
| Authors: | GAO Junjun GUO Peng |
| |
| Affiliation: | SHU-UTS SILC Business School, Shanghai University, Shanghai 201800, China |
| |
| Abstract: | In addition to the rapid development of e-commerce business, helping enterprises obtain optimal profits through dynamic pricing decisions has become a critical research direction of operations management for online retailers. With the increase in the frequency and variety of promotional activities, there are increasingly strong promotional correlation effects amid products. Therefore, different promotional strategies impact sales at the inter- and intra-category level. This study first applies the Granger-LASSO (least absolute shrinkage and selection operator) test to identify promotional correlation effects. The ADL (advanced distributed learning)-LASSO multi-stage regression is then used to establish a demand forecast model. Finally, the demand model is integrated into the profit function to establish a dynamic pricing model that considers promotional correlation effects. The experimental simulation results indicate that the proposed model can improve the total online profit of Brand U by 13.46%, which is proven to be an effective solution to dynamic pricing decisions for online retailers. |
| |
| Keywords: | online retailer dynamic pricing promotional correlation effect demand forecast |
|
| 点击此处可从《上海大学学报(自然科学版)》浏览原始摘要信息 |
|
点击此处可从《上海大学学报(自然科学版)》下载全文 |
|
