中文摘要：

在顾客购买决策过程中,参考价格与实际价格共同形成感知价格,决定顾客的支付意愿,形 成对需求的参考效应.考虑由静态参考价格形成的参考效应,以随机动态规划理论为研究工具,建立收 益管理的离散时段动态定价模型,分析收益函数定量性质,给出最优价格路径的计算方法,并以多阶段定 价为例进行仿真算例分析.研究结果表明：参考效应对提高企业收益具有积极的正向作用,对初始定价、 价格变动方向、价格离散程度等定价策略具有显著影响.

英文摘要：

In the process of customer purchase decision,the perceived price, which is formed by the reference price and the actual price,determines the customerrs willingness to pay, and forms the reference effect on de-mands. In this paper,we consider the reference effect formed by the static reference price, establish the dynamic discrete time pricing model of revenue management based on the stochastic dynamic programming theory, analyze the quantitative properties of the revenue function and then conduct the multi-stage simulation experiments. The results show that the reference effect has positive impact on revenue increase and has a significant impact on the initial price, pricing trend, price dispersion, and expected revenue.