中文摘要：

在考虑参照价格和感知质量的基础上，构建了零售商自有品牌动态定价模型。针对不考虑参照效应的固定定价策略和考虑参照效应的动态定价策略两种情况分别进行了分析并得到了最优解。结果表明：当不考虑参照效应时，自有品牌的最优价格随着全国品牌价格、自有品牌感知质量、自有品牌生产成本系数、零售商对全国品牌收益分成比例的增大而增大；在考虑参照效应的动态定价策略下，参照价格和价格最终都会趋于稳态值；记忆系数、自有品牌感知质量和零售商对全国品牌收益分成比例的增大，将导致稳态价格和稳态参照价格的增大；参照效应系数和自有品牌历史价格权重系数的增大，将导致稳态价格和稳态参照价格的减小；当参照效应为正时，动态定价策略的收益大于固定定价策略的收益。

英文摘要：

Based on reference price and perceived quality, a dynamic pricing model of private label is established. Two scenarios, namely, constant pricing without reference effect and dynamic pricing with reference effect are analyzed and optimal solutions are obtained. The results show that,the price of private label is increased in national brand price, perceived quality of private label, production cost parameter of private label and the sharing rate of national brand revenue under the scenario without reference effect. Moreover, the price and reference price will respectively converge to stable values under the scenario with reference effect. In addition, the stable price and stable reference price are increased in memory factor,perceived quality of private label and the sharing rate of national brand revenue, but decreased in reference effect parameter and the weight coefficient of private label＇s history price. Finally, the profit under dynamic pricing is higher than that of constant pricing when reference effect is positive.