关键词: 动态定价, 广告, 参照效应, 网络内容, 双边市场

Abstract: Three pricing strategies, i.e., basic pricing, constant pricing, and dynamic pricing considering the reference effect were studied, respectively. Besides, conditions for the existence and uniqueness of the solutions were given. Moreover, optimal prices and advertising volumes were obtained for the three cases. The numerical study indicates that the optimal dynamic price is affected by the initial reference price. The optimal advertising is decreasing and the profit is increasing in the initial reference price. The optimal advertisement layout decreases with the increase of consumer’s memory coefficient, the increase of the sensitivity coefficient of subscription to reference price, and the decrease of the negative effect of advertisement on subscription. The total return under dynamic pricing is always higher than that under fixed pricing. The reference effect has a greater impact on the profit of enterprises. When the initial reference price is higher, the total return when not considering the reference effect is lower than that when considering the reference effect. However, when the initial reference price is lower, the total return when considering the reference effect is higher than that when not considering the reference effect.

Key words: dynamic pricing, advertising, reference effect, online content, two-market