The Price Policy Of The Enterprise In The Presence Of Strategic Customers

According to the rapid development of information technology and the fact that dynamic pricing became common, the behavior of more and more customers became strategic, such customers can use information technology and use it to get information about prices and remain unsold tickets quantity of an air company, they can predict the tendency of adjusting prices, and use this knowledge to buy the ticket at its lowest price. Even if at the moment the market price is lower than customers valuation of the product, the strategic customers still can wait till the price became the lowest, in this case they will get the biggest consumer surplus. Thence in the presence of strategic customers the air company should use an effective dynamic pricing policy for maximization of revenue. In this paper we created a dynamic pricing model for an air company based on of game theory and use dynamic pricing system to minimize the effect given by strategic customers, by case study there was made an analysis of the best pricing policy in the presence of strategic customer.In this paper the most important aims were the following:(1) To analyze present Chinese researches made on the field of dynamic pricing in the presence of strategic customers to present an theoretical basis to the article.(2) To summarize traditional pricing strategies and to compare Chinese and foreign air companies price policies, analyze the reasonable pricing method.(3) To create a model of dynamic pricing for air company in the presence of strategic customers starting from analyzing the effect that could be made by customers strategic behavior and enterprise dynamic pricing objectives and special conditions, to made model assumptions on the base of previous researches, to analyze the best price could be adjusted by air company for each period of time.(4) To use the case study to prove effectiveness and practical use of the model. To prepare all data need by method of social investigation, calculate the actual revenue of a flight, analyze the difference between actual and expected revenues, and find out the reasons.