摘要
电子商务为企业提供了一个虚拟的全球性贸易环境,买卖双方通过智能Agent能够即时获得市场信息,这就为产品的定价提供了多种可能方案。随着电子商务应用技术的提高,拍卖和动态定价将成为网络环境下企业定价的趋势。立足于"以客户为中心"的思想,从最大化客户满意度和企业利润的角度出发,笔者研究了在双向博弈模型中企业如何根据客户的偏好结构动态确定产品的价格。产品的定价过程其实也就是从企业角度出发的多目标决策过程。
Electronic Commerce offers a global simulated trade environment for enterprises, and buyers and sellers gain real time market information by intelligent agents, which can provide many schemes for enterprises to decide product price. With the improvement of the application technology of ECommerce, auction and dynamic pricing will be the trend. Centered on buyers, and on the basis of maximum users' utility and the enterprises' profits a model based on game theory is described.
出处
《东南大学学报（哲学社会科学版）》
北大核心
2002年第S2期24-26,共3页
Journal of Southeast University(Philosophy and Social Science)
关键词
电子商务
智能代理
效用
动态定价
electronic commerce
intelligent agent
utility
dynamic pricing
