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首页> 外文期刊>Journal of Economic Dynamics and Control >Optimal pricing and advertising policies for a one-time entertainment event
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Optimal pricing and advertising policies for a one-time entertainment event

机译：一次性娱乐活动的最佳定价和广告政策

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摘要

We consider the problem of pricing and advertising a one-time entertainment event. Three pricing policies are characterized and contrasted, namely, dynamic price (DP), constant price (CP) and two-market price (TMP). In this last scenario, the selling season is composed of a regular price period and a last-minute price period, with the switching date between the two markets being determined endogenously.We show that the price is monotonically increasing over time in the DP scenario and that the last-minute price is larger than the regular price in the TMP scenario. In all three cases, advertising is non-increasing over time, which is a feature often encountered in finite-horizon dynamic optimization advertising models. Finally, we compute the cost of simplification, which is the difference in profits under dynamic pricing and constant pricing. Among other results, we obtain that this loss is independent of the market size and increasing in the number of available tickets. (C) 2019 Elsevier B.V. All rights reserved.
机译：我们考虑一次娱乐性活动的定价和广告问题。对三种定价策略进行了特征描述和对比，分别是动态价格（DP），固定价格（CP）和两市场价格（TMP）。在最后一个场景中，销售季节由正常价格时段和最后一分钟价格时段组成，两个市场之间的切换日期是内生确定的。我们证明在DP场景中价格随时间单调上升，最后一分钟价格大于TMP方案中的正常价格。在这三种情况下，广告都不会随时间增加，这是有限水平动态优化广告模型中经常遇到的功能。最后，我们计算简化成本，这是动态定价和恒定定价下的利润差异。除其他结果外，我们获得的损失与市场规模和可用票数的增加无关。 （C）2019 Elsevier B.V.保留所有权利。

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