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dynamic_pricing_fundamentals
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ieiriyuki
December 10, 2019
Technology
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dynamic_pricing_fundamentals
白金鉱業Meetup vol. 13 用資料
ダイナミックプライシング基本のキ
ieiriyuki
December 10, 2019
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Transcript
/12 μΠφϛοΫϓϥΠγϯάجຊͷΩ നۚ߭ۀ .FFUVQ7PM גࣜձࣾϒϨΠϯύου Ոೖ༤थ 1
/12 ΞδΣϯμ ͓͜ͱΘΓ μΠφϛοΫϓϥΠγϯάͰΑ͋͘Δલఏ ࢿରޮՌ Ձ֨Ͳ͏ܾ·Δ͔
धཁͱڙڅ ച্ͷ࠷େԽ धཁͷؔ ظݶͱࡏݿ ·ͱΊ 2
/12 ͓͜ͱΘΓ • ൃදऀܦࡁֶཧ࠷దԽ03Λମܥతʹษڧͨ͠Θ͚Ͱ͋Γ·ͤΜ • ෆඋޡΓ͕͋Εదٓ͝ࢦఠ͍ͩ͘͞ • ͱͯجຊతͳ෦ʹ͍ͭͯ͠·͢ • μΠφϛοΫϓϥΠγϯάʹ͍ͭͯͷৄࡉͳٞઐͷจݙΛࢀর͍ͯͩ͘͠͞
• ࣮ۀʹ͓͚Δ σʔλɺࡒͷάϧʔϐϯάɺධՁࢦඪͳͲ औΓѻ͍·ͤΜ 3 ࠷ॳμΠφϛοΫϓϥΠγϯάͷલఏ
/12 μΠφϛοΫϓϥΠγϯάͰΑ͋͘Δલఏ • ࡒͷधཁ͕มಈ͢Δ • ڙڅʹ੍ݶ͕͋Δ ◦ ࡏݿ͕༗ݶ ◦ ظ͕ؒ༗ݶ
◦ 㲗 ຊɺ4BB4 • ٕज़త༰қੑ ◦ धཁྔͱڙڅྔͷ؍ଌ ◦ ϝχϡʔίετ Ձ֨มߋίετ ͷԼ • ফඅऀͷੑ࣭ ◦ Ձ֨มߋͷड༰ੑ͕ߴ͍ ◦ .ZPQJD ۙࢹ؟త ͰͦͷͷՁ֨Ͱஅ͢Δ • ڝ߹ଞࣾʹӨڹ͞Εͳ͍ 4 ͯ·Δ͔ɺࢿରޮՌ͋Δ͔ͳ
/12 ࢿରޮՌ લճͷനۚ߭ۀϛʔτΞοϓͰاۀՁͱσʔλੳͱ͍͏͕͋Γ·ͨ͠ ͔ͤͬ͘ͳͷͰɺՍۭͷձࣾΛͬͯμΠφϛοΫϓϥΠγϯά ʹऔΓΉ͖͔؆୯ʹߟ͠·͢ ͷച্૿ՃͰͦΕͳΓͷΠϯύΫτ͕͋Δ 5 ച্ .ɺརӹ ɺརӹ
. • ڙڅ͕࣮ݱ͍ͯ͠Δ ◦ Ձ֨มߋ͕มಈඅɺݻఆඅʹӨڹ͠ͳ͍ • %1Ͱച্͕৳ͼΔͱ͢Δ ◦ ͷࡒ͕ɺ૿͠ͷՁ֨ͰചΕΔ ◦ 0''ͷࡒ͕ɺՃͰചΕΔ ച্ .ɺརӹ ɺརӹ . Ͱਅ໘ʹษڧͯ͠ΈΑ͏͔
/12 Ձ֨Ͳ͏ܾ·Δ͔ • ཧधཁͱڙڅ • ݱ࣮ചΓख͕ܾΊΔ ◦ ঢ়گʹԠͯ͡Ձ֨Λมߋ͢Δ ◦ μΠφϛοΫϓϥΠγϯά
◦ ϨϕχϡʔϚωδϝϯτͱݺͿ͜ͱ͋Δ • ݱ࣮ങ͍ख͕ܾΊΔ ◦ ΦʔΫγϣϯ • ҰҰՁ ◦ ͋ΔࡒɾαʔϏε͕ސ٬ʹରͯ͠ಉҰ ◦ 㲗 ސ٬͝ͱʹՁ֨Λม͑Δ 6 ࣍ɺधཁͱڙڅͷΑ͋͘ΔΞϨ
/12 धཁۂઢͱڙڅۂઢͷަΘΔͱ͜ΖͰՁ͕ܾ֨ఆ͞ΕΔ ྆ۂઢͷҐஔ͖ࡒঢ়گʹΑͬͯҟͳΔ ڙڅۂઢ͕γϑτ͢Δͱ͖ʹɺՁ֨ΛมԽͤ͞Δ͜ͱͰՃతͳച্͕ੜ͡Δ धཁͱڙڅ 7 ྔ 2 Ձ֨ 1
धཁۂઢ ڙڅۂઢ ച্ ૿Ճ Ձ֨Λ࠷దʹ͢ΔʹͲ͏͢Ε
/12 ച্ͷ࠷େԽ ച্ߴ 3Ձ֨1 u ച্ྔ2 धཁۂઢͰݟͨΑ͏ʹɺ2 1ͷؔͰ͋Δ ͜͜ͰɺधཁͷՁ֨ྗੑ
Ձ֨ͷมԽʹର͢ΔधཁͷมԽ Λಋೖ͢Δ Ձ֨ྗੑͷ͔ࣜΒɺ2 Λಋ͘͜ͱ͕Ͱ͖Δ Αͬͯɺ3 1u2 1 Λ࠷େԽ͢Δ 1ΛٻΊΕྑ͍ 8 dQ/Q dP/P - E = Q(P) = C · P-E Ձ֨ 1 ച্ 3 2 1 ͬͯͦΕ͚ͩͰ͍͍ΜͰ͔͢ Ձ֨ྗੑ R =PɾQ(P)
/12 धཁͷؔ 2 1 Ձ͚֨ͩͰͳ͘ɺࡒͷঢ়ଶࡏݿɾ࣌ؒʹӨڹ͞ΕΔ߹͕͋Δ ;BSBͷྫͰӈͷ௨Γ -$$ͷྫͰ࣍ͷΑ͏ʹɺજࡏधཁ %ͱ ߪങ֬ 'ͷੵͱߟ͍͑ͯͨ
% Y Α͋͘Δधཁ༧ଌͷʹͰ͖Δ ' 1 Y ʹଟ߲ϩδεςΟοΫΛ͍ͬͯͨ Ձ֨Λมߋͨ࣌͠ͷސ٬ͷԠσʔλ 9 Q(P) = D(x) · F(P, x) ظݶࡏݿΛஸೡʹߟ͑Δͱ Qt = F(C, A, Qt-1 , I, P) $ࡒͷങΘΕ͢͞ "ࡒͷݹ͞ 2U લिͷधཁ *ࡏݿ Yҙͷม
/12 ظݶͱࡏݿ ظݶͱࡏݿΛߟྀͯ͠ച্Λ࠷େʹ͢ΔՁ֨Λਪఆ͢Δ͜ͱ͕Ͱ͖Δ ࣌ؒม 5ͱࡏݿ $ΛೖΕͯɺ֤࣌͝ͱͷച্ 3 5 $ Λஞ࣍తʹܭࢉ͢Δ
ૉʹղ͜͏ͱ͢Δͱɺಈతܭը๏Λ͏͜ͱʹͳΔ͕ɺ࣍ݩͷढ͍Ͱܭࢉ͕ࠔʹͳΔ ͳΜΒ͔ͷۙࣅΛ༻͍Δ͜ͱ͕ଟ͍ 10 ࣌ࠁ 5 R(t, c) = max{ D(Pt ) · Ft (Pt ) · [Pt + R(t − 1, c − 1)] + D(Pt ) · (1 - Ft (Pt )) · R(t − 1, c) + (1 - D(Pt )) · R(t − 1, c)} ࡏݿ $ 3 U D
/12 ·ͱΊ • μΠφϛοΫϓϥΠγϯάͱधڅʹ߹ΘͤͯՁ֨Λมߋ͢Δ͜ͱ • Ձ֨ 1ച্ 31ɾ2 1 Λ࠷େԽ͢ΔΑ͏ʹٻΊΔ
• 2 1 ٻΊͨΓɺ߹ؔͱͯ͠ٻΊͨΓͰ͖Δ • NBY3 U D Λૉʹղ͘ͷ͍͠ͷͰۙࣅ͕ඞཁ 11
/12 ࢀߟจݙ • $ISJTU 0QFSBUJPOBMJ[JOH%ZOBNJD1SJDJOH.PEFMT • $BSPBOE(BMMJFO $MFBSBODF1SJDJOH0QUJNJ[BUJPOGPSB'BTU'BTIJPO3FUBJMFS
• :FBOE2JBOFUBM$VTUPNJ[FE3FHSFTTJPO.PEFMGPS"JSCOC%ZOBNJD1SJDJOH • μΠφϛοΫϓϥΠγϯάςΫϊϩδʔࣾϒϩά • ཱίϥϜ • ฐࣾϒϩά • ݸਓϒϩά 12