ABSTRACT

Changes in a company’s pricing strategy have the potential to influence profitability. Data from choice-based conjoint questionnaire were used to estimate revenue-maximizing dynamic prices accounting for both demand shifting and market expansion. The results show that dynamic prices induce greater demand and could increase revenue by 0.5% to 7.5%. Moreover, skiers have a strong preference and higher willingness-to-pay for good weather-related skiing conditions, suggesting that skiers prefer skiing during the midweek at a higher price, instead of on the weekend, if the skiing conditions are better in the midweek. Relevant implications are provided for practitioners.

摘要

公司定价策略的变化可能会影响盈利能力。来自基于选择的联合调查表中的数据被用于估算收入最大化的动态价格，以说明需求转移和市场扩展。结果表明，动态价格会引起更大的需求，并可能使收入增加0.5％至7.5％。此外，滑雪者对与天气相关的良好滑雪条件有着强烈的偏好和较高的支付意愿，这表明滑雪者更喜欢在周三以更高的价格滑雪，而不是周末，如果周三的滑雪条件比较好。为从业者提供了相关的启示。