نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد، دانشگاه تهران.

2 دانشیار، دانشگاه شهید بهشتی.

3 دانشیار، دانشگاه تهران.

4 دانشجوی دکتری، دانشگاه تهران.

چکیده

این مقاله حاصل پژوهشی درباره قیمت‌گذاری و تبلیغ پویا است و با استفاده از یک مدل کنترل بهینه، روشی برای تعیین تعداد بلیت برای فروش یک رویداد ورزشی یا تفریحی به­دست می­‌دهد تا سود برگزارکننده بیشینه شود؛ همچنین سعی شده است تا حد ممکن هزینه پشتیبانی در فروش بلیت این­گونه رخدادها نظیر فروش غذا، نوشیدنی، کالاها، بیمه، امکان واگذاری رایگان بلیت و سایر خدمات به خریداران بلیت در نظر گرفته شود. این روش، علاوه بر تعیین تعداد بلیت‌­ها برای فروش (برنامه‌­ریزی ظرفیت)، تعیین قیمت پویای بهینه و درنظرگرفتن هزینه تبلیغ بهینه پویا، مواردی را که خارج از کنترل برگزارکنندگان است (به‌­کمک تابع پیوسته ـ تکه‌ای به‌­نام شدت ورود)، با اضافه­‌کردن تابع تغییرات فصلی در تابع تقاضا، در مدل اعمال می‌­کند. از دیگر نکات برجسته این پژوهش، استفاده از دو تابع پیوسته ـ تکه‌­ای در مدل­‌سازی کشش تبلیغ است. با این ترفند امکان تحلیل اثر تعداد بلیت‌های فروش­‌نرفته بر رفتار خرید مشتریان، از طریق بروز­کردن کشش تبلیغ در طول دوره فروش میسر می­‌شود. در پژوهش‌های قبلی به این موارد کمتر پرداخته شده است.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Optimal Control for Dynamic Pricing and Advertising of Ticket Selling for the Sport and Entertainment Events

نویسندگان [English]

  • Mohamad Reza Mehregan 1
  • Mohammad Hossein Pourkazemi 2
  • Mohammad Haghighi 3
  • Tooran Asefi 4

1 Professor, Tehran University.

2 Associate professor, Shahid Beheshti university.

3 Associate professor, Tehran university.

4 PHD student, Kish campus of Tehran university.

چکیده [English]

This article is the result of a research project in dynamic pricing and advertising to determine the number of sale tickets for a sporting or an entertainment event. For this purpose, a dynamic optimal control model was used to maximize the organizer's profit. To provide the best estimate, all potential variables and costs in ticket sales were considered. These included free ticket transfers, food and beverage sales, promotional goods, insurance, and other services (e.g., customer service) to ticket buyers. Using a piecewise continuous function (arrival intensity) we applied variables that are not controlled by organizers (e.g., impacts of seasonal change on demand) to determine the number of tickets for sale (capacity planning) and their dynamic and optimal price, considering the dynamic optimal advertising costs. Among the strengths of this study is the application of two piecewise continuous functions to analyze the effect of unsold tickets numbers on customers’ purchasing behavior. The impacts of such factors have not been studied in previous studies.

کلیدواژه‌ها [English]

  • Pricing
  • Advertising
  • Capacity Planning
  • Optimal Control
  • Pontryagin's maximum principle
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