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

摘要： 针对顾客对自提服务产品的价格和品牌形象均存在参照效应的情况,通过网点距离、服务产品价格和品牌形象共同构建顾客总效用函数,并采用概率函数描述顾客的选择行为,建立了以利润最大化为目标的服务产品价格和品牌形象决策模型。同时,设计了遗传算法进行求解,结果表明,顾客对各效用因子的重视程度,影响着企业的产品价格制定和品牌形象设立。而企业在价格降低或品牌形象提升受限时,通过决策因素的多周期波动,在吸引顾客的同时提高了企业收益。

关键词: 定价, 品牌形象, 参照效用, 自提服务, 遗传算法