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1.内容提要
本期我们将继续学习《考虑消费者预期后悔行为的产品定价模型》，上期中，我们对文章的模型描述与假设部分进行了学习。本期我们将进行模型建立与求解的学习，根据文章写作的顺序，我们首先学习动态定价策略下不考虑预期后悔策略制定。
In this issue, we will continue to study A Product Pricing Model Considering Consumers' Expected Regret Behavior . In the previous issue, we studied the model description and assumptions part of the article. In this issue, we will conduct the study of model building and solving. According to the order of the article writing, we first learn to disregard the expected regret strategy formulation under dynamic pricing strategy.
本期内容将从思维导图、精读内容和知识补充三部分展开。
In this issue, we will start from three parts: mind map, intensive reading content and knowledge supplement.
2.思维导图
3.精读内容
首先，作者指出文章动态定价策略的含义，即在全价期宣布价格p1，等到清算期再宣布清算价格p2，也就是说消费者无法提前知道折扣的价格。短视型消费者全价期间决策是否购买，不考虑清算期间进行购买；策略型消费者则会选择购买或者等待清算期再决定是否购买。
First, the authors point out the implications of the article's dynamic pricing strategy, i.e., announcing the price p1 during the full price period and waiting until the liquidation period to announce the liquidation price p2, which means that consumers cannot know the price of the discount in advance. Short-sighted consumers decide whether to purchase during the full price period and do not consider the liquidation period to make a purchase; strategic consumers choose to purchase or wait for the liquidation period before deciding whether to purchase.
紧接着，作者构建不考虑预期后悔下的市场需求以及企业总利润表达式。通过在问题描述和假设部分已经推导的清算期、全价期策略消费者和短视消费者的效用函数，利用效用函数大小比较，可以推导消费者选择在清算期间购买还是在全价期间购买，从而得出各阶段的需求，再进一步得到企业的利润函数。
Immediately after, the authors construct expressions for the market demand without considering expected regret and the total profit of the firm. By using the utility functions of liquidation period, full-price period strategy consumers and short-sighted consumers already derived in the problem description and hypothesis section, the comparison of utility function sizes can be used to derive whether consumers choose to buy during the liquidation period or during the full-price period, which leads to the demand in each stage, and then further to the profit function of the firm.
对目标函数进行逆向推导，得到两阶段下的最优定价以及利润。从结果可以看出，产品获得率是策略型消费者决策的重要依据，当产品在清算期间可获率小，则两个阶段均有消费者购买。当产品可获得率较大时，消费者会更愿意等待清算期间购买，企业可以将价格设置相同，这样减少消费者策略行为带来的损失。
The objective function is derived backwards to obtain the optimal pricing under both stages as well as the profit. From the results, it can be seen that the product availability rate is an important basis for strategic consumer decisions, and when the product availability rate is small during the liquidation period, consumers buy in both phases. When the product availability rate is larger, consumers will be more willing to wait to buy during the liquidation period, and firms can set the price the same so as to reduce the loss caused by the strategic consumer behavior.
最后，文章分析了最优决策和市场中策略型消费者占比系数的关系。从结果上可以看出，一是当产品的可获得率较小时，消费者更愿意全价期间购买，但随着策略消费者人数的增加，会加剧等待这种行为，给企业带来损失。二是当产品的可获得率高时，企业可将两阶段的价格设为一致，以缓解策略消费者的等待行为，此时最优决策不受策略消费者人数的影响。
Finally, the article analyzes the relationship between the optimal decision and the coefficient of the percentage of strategic consumers in the market. From the results, it can be seen that, first, when the availability rate of the product is small, consumers are more willing to buy during the full price, but as the number of strategic consumers increases, it will intensify waiting for this behavior and bring losses to the firm. Second, when the availability of the product is high, the firm can set the price of the two phases to be the same to alleviate the waiting behavior of strategic consumers, when the optimal decision is not affected by the number of strategic consumers.
4.知识补充
文章中在进行消费者购买阶段推导时，采用的时临界支付意愿的概念，即满足两种决策下的效用是一样的，消费者支付意愿为v时，无论选择全价阶段购买还是清算阶段购买所获得的净效用是一样的；不购买产品或清算期间购买的效用一样。临界支付意愿的计算只需要满足两者效用表达相等，计算此条件下的支付意愿即可得到临界支付意愿。
In the article, the concept of critical willingness to pay is used in the derivation of the consumer's purchase stage, i.e., the utility is the same under both decisions, and the net utility obtained when the consumer's willingness to pay is v is the same whether he chooses to purchase in the full-price stage or in the liquidation stage; the utility is the same when he does not purchase the product or when he purchases during liquidation. The calculation of the critical willingness to pay only requires that both utility expressions are equal, and the calculation of the willingness to pay under this condition yields the critical willingness to pay.
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参考资料：谷歌翻译、百度百科；
参考文献：
[1]叶新兰，李金凤，官振中．考虑消费者预期后悔行为的产品定价模型[J/OL]．系统管理学报.
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