关键词: 定价, 品牌形象, 参照效用, 自提服务, 遗传算法

Abstract: With the popularization of pickup mode,the customer demand shows diversified characteristics,requiring the terminal distribution enterprises to provide more personalized service to gain the advantage in the competition.Considering the reference utility in price and brand,customer utility function was composed by distance of pickup points,price and brand of services,and customer selection behavior was depicted with probability function.Price and brand decision model of pickup service with the goal of maximizing profit was established.Genetic algorithm was used to solve the problem,and the result revealed that customers' emphasis on each utility factor would affect the enterprise's decision of setting price and brand.With limited space for price compression or brand promotion,enterprise could attract customers and increase profits through the multi-cycle fluctuation of price or brand.

Key words: pricing, brand image, reference utility, pickup service, genetic algorithms