中文摘要：

基于Baucells等的理论,提出了一种新的参照价格更新机制——首末锚定：消费者记忆有限,在其记忆窗口只锚定初期价格与最近一期价格,研究了基于记忆窗口与参照效用的多产品动态定价模型,分析了多产品垄断销售最优定价的稳态、单调性及收敛性。通过与指数平滑模型比较,发现企业长期收益不仅取决于初始价格,还取决于客户记忆窗口的长度,如数值分析显示,若企业能预测该值,则本模型在定价策略上比指数平滑模型要更具灵活性。

英文摘要：

To consider a multi-product dynamic pricing model where consumer＇s purchase decisions are affected by reference price,based on the theory of Baucells et al.,we propose a new reference price updating mechanism,called first-end anchoring,where consumers have a bounded memory window and anchor on the first and most recent price in any memory window.Moreover,we study the impacts of this mechanism on optimal pricing policy for a monopolist selling multiple products and analyze optimal price＇s steady state,monotonicity and convergence.Finally,we compare our model with exponential smoothing model and find the firm＇s long-term profit is not only decided by initial state,also decided by length of consumers＇ memory window.Further,as illustrated with numerical results,our model is more flexible way to make pricing strategy than exponential smoothing model if the firm can anticipate length of consumers＇ memory window.