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DİNAMİK FİYATLANDIRMA STRATEJİSİ

Year 2020, Volume: 3 Issue: 1, 10 - 23, 30.06.2020

Abstract

Bu çalışmada literatürde yer verilen dinamik fiyatlandırma kavramı, kapsamı, güncel uygulama alanları incelenmiştir. Literatürde ve uygulamalarda farklı kullanım alanlarının olması dinamik fiyatlandırma kavramının disiplinler arası bir kavram olmasından kaynaklıdır. Bu durumun bir diğer sebebi ise bazı pazarlarda talebin çetin rekabet koşulları karşısında değişime uyum sağlaması gerekliliğidir.
Büyük veri teknolojileri aracılığıyla rekabet gücünü etkileyecek verilerinin toplanması, analizi ve anlamlı bir şekilde depolanması sonucu arz ve talebin doğru analiz edilmesi, dinamik fiyat politikalarının doğru zamanda ve doğru hedefe, uygun envanter yönetimiyle birlikte koordineli olarak planlanabilmesine bağlıdır.  

References

  • Ancarani, Fabio (2002); “Pricing and The Internet: Frictionless Commerce or Pricer’s Paradise?,” European Management Journal, Vol. 20, No. 6, pp. 680-687.
  • Bitran, G. ve Caltendey, R. (2003). An Overview of Pricing Models For RevenueManagement. Manufacturing and Service Operations Management, 5 (3), 203-229.
  • Carroll and Grimes (1995). Evolutionary Change in product management experiences in the car rentalindustry. Interfaces, 25(5), 84-104.
  • Cumhuriyet (12.12.2016). Mehmet Şimşek’ten Büyüme Verileri Değerlendirmesi (2016). http://www.cumhuriyet.com.tr/haber/ekonomi/644032 /Mehmet_Simsek_ten_buyume_verileri_degerlendirmesi.html (14.12.2016)
  • Dal, B. (10.04.2013). Dinamik fiyatlandırma (Büyük Veri kullanım alanları, devam) https://www.retailturkiye.com/bulent-dal/dinamik-fiyatlandirma-buyuk-veri-kullanim-alanlari-devam (20.12.2019).
  • Hanks, R.B., Nolan, R.P. ve Cross, R.G. (1992). Discounting in the hotel industry, a new approach.Cornell Hotel and Restaurant Administration Quarterly, 33(3), 40-45.
  • Garbarino, Ellen ve Olivia F. Lee (2003), Dynamic Pricing In Internet Retail: Effects On Consumer Trust, Psychology & Marketing, 20(6), sf. 495-513.
  • GazeteVatan (08.11.2019). Otoyol ve Köprülere Uygulanacak Dinamik Fiyatlandırma nedir? http://www.gazetevatan.com/otoyol-ve-koprulere-uygulanacak-din-1283952-yasam/(10.11.2019).
  • Kimes, S.E ve Wirtz, J. (2003). Perceived fairness of revenue management in the US golf industry. Journal of Revenue and Pricing Management, 1(4), 332-344.
  • Kleindl, Brad Alan (2003); Strategic Electronic Marketing: Managing E-Business, SouthWestern Press, 2. Edition, Thomson.
  • Korkmaz, Sezer ve Zeliha Eser ve Sevgi Ayşe Öztürk ve F. Bahar Işın (2009); Pazarlama: Kavramlar, Kararlar, İlkeler, Siyasal Kitabevi, Ankara.
  • MEGEP, (2011); “Dağıtım Maliyetleri ve Fiyatlandırma,” http://megep.meb.gov.tr/mte_program_modul/modul_pdf/840UH0030.pdf
  • Met, Önder ve Kutay Oktay (2011); “Fiyatlandırmada Etkili ve Güncel Bir Yaklaşım Olarak Müşteri Odaklı Fiyatlandırma Stratejisi Üzerine Kuramsal Bir İnceleme,” Çukurova Üniversitesi İktisadi ve İdari Bilimler Dergisi, Cilt 15, Sayı 2, s. 57-75.
  • MİLLİYET (2011), İDO esnek fiyat uygulaması başlatacak, http://ekonomi.milliyet.com.tr/ idoesnek-fiyat-uygulamasibaslatacak/ekonomi/ekonomidetay/25.06.2011/1406716/default. htm (Erişim: 03.012.2019).
  • Monohan, G.E.; Petruzzi, N.C. & Zhao, W. (2004). The dynamic pricing problem from a newsvendor’s perspective. Manufacturing and Service Operations Management, 6(1), 73-91.
  • Rohani, A. ve Mohsen N. (2012); “Impact of Dynamic Pricing Strategies on Consumer Behavior,” Journal of Management Research, Vol. 4, No. 4, pp. 143-160.
  • Shpanya, A. (03.12.2014). Dynamic Pricing: A SaaS of All Trades. https://blog.wiser.com/dynamic-pricing-saas-trades/ (05.01.2020).
  • Shpanya, A. (16.08.2014). Why dynamic pricing is a must for ecommerce retailers. https://econsultancy.com/why-dynamic-pricing-is-a-must-for-ecommerce-retailers/ (05.01.2020).
  • Smith, B.A., Leimkuhler, J.F., and Darrow, R.M. (1992). Yield management at American airlines. Interfaces, 2(1), 8-31.
  • Tek, Ö.B (1999); Pazarlama İlkeleri Global Yönetimsel Yaklaşım Türkiye Uygulamaları, Beta Yayınları, İstanbul.
  • Zhang, R. (2013). An Introduction to Joint Pricing and Inventory Management under Stochastic Demand. https://www.semanticscholar.org/paper/An-Introduction-to-Joint-Pricing-and-Inventory-Zhang/6cb18d16e4ae2b170aa77dafcfa3e678a52d16b9 (06.01.2020).
  • Zhu, K.ve Thonemann, U. W. (2009). Coordination of pricing and inventory control across products. Naval Research Logistics (NRL), 175-190.

DYNAMIC PRICING STRATEGY

Year 2020, Volume: 3 Issue: 1, 10 - 23, 30.06.2020

Abstract

In this study, the concept of dynamic pricing in the literature, its scope and current application areas are examined. The fact that the dynamic pricing concept is an interdisciplinary concept is due to the different uses in the literature and applications. Another reason for this is that demand in some markets must adapt to change in the face of tough competition conditions.
Accurate analysis of supply and demand as a result of collection, analysis and meaningful storage of data that will affect competitiveness through big data technologies, depends on the ability to plan dynamic price policies at the right time and to the right target in coordination with appropriate inventory management. 

References

  • Ancarani, Fabio (2002); “Pricing and The Internet: Frictionless Commerce or Pricer’s Paradise?,” European Management Journal, Vol. 20, No. 6, pp. 680-687.
  • Bitran, G. ve Caltendey, R. (2003). An Overview of Pricing Models For RevenueManagement. Manufacturing and Service Operations Management, 5 (3), 203-229.
  • Carroll and Grimes (1995). Evolutionary Change in product management experiences in the car rentalindustry. Interfaces, 25(5), 84-104.
  • Cumhuriyet (12.12.2016). Mehmet Şimşek’ten Büyüme Verileri Değerlendirmesi (2016). http://www.cumhuriyet.com.tr/haber/ekonomi/644032 /Mehmet_Simsek_ten_buyume_verileri_degerlendirmesi.html (14.12.2016)
  • Dal, B. (10.04.2013). Dinamik fiyatlandırma (Büyük Veri kullanım alanları, devam) https://www.retailturkiye.com/bulent-dal/dinamik-fiyatlandirma-buyuk-veri-kullanim-alanlari-devam (20.12.2019).
  • Hanks, R.B., Nolan, R.P. ve Cross, R.G. (1992). Discounting in the hotel industry, a new approach.Cornell Hotel and Restaurant Administration Quarterly, 33(3), 40-45.
  • Garbarino, Ellen ve Olivia F. Lee (2003), Dynamic Pricing In Internet Retail: Effects On Consumer Trust, Psychology & Marketing, 20(6), sf. 495-513.
  • GazeteVatan (08.11.2019). Otoyol ve Köprülere Uygulanacak Dinamik Fiyatlandırma nedir? http://www.gazetevatan.com/otoyol-ve-koprulere-uygulanacak-din-1283952-yasam/(10.11.2019).
  • Kimes, S.E ve Wirtz, J. (2003). Perceived fairness of revenue management in the US golf industry. Journal of Revenue and Pricing Management, 1(4), 332-344.
  • Kleindl, Brad Alan (2003); Strategic Electronic Marketing: Managing E-Business, SouthWestern Press, 2. Edition, Thomson.
  • Korkmaz, Sezer ve Zeliha Eser ve Sevgi Ayşe Öztürk ve F. Bahar Işın (2009); Pazarlama: Kavramlar, Kararlar, İlkeler, Siyasal Kitabevi, Ankara.
  • MEGEP, (2011); “Dağıtım Maliyetleri ve Fiyatlandırma,” http://megep.meb.gov.tr/mte_program_modul/modul_pdf/840UH0030.pdf
  • Met, Önder ve Kutay Oktay (2011); “Fiyatlandırmada Etkili ve Güncel Bir Yaklaşım Olarak Müşteri Odaklı Fiyatlandırma Stratejisi Üzerine Kuramsal Bir İnceleme,” Çukurova Üniversitesi İktisadi ve İdari Bilimler Dergisi, Cilt 15, Sayı 2, s. 57-75.
  • MİLLİYET (2011), İDO esnek fiyat uygulaması başlatacak, http://ekonomi.milliyet.com.tr/ idoesnek-fiyat-uygulamasibaslatacak/ekonomi/ekonomidetay/25.06.2011/1406716/default. htm (Erişim: 03.012.2019).
  • Monohan, G.E.; Petruzzi, N.C. & Zhao, W. (2004). The dynamic pricing problem from a newsvendor’s perspective. Manufacturing and Service Operations Management, 6(1), 73-91.
  • Rohani, A. ve Mohsen N. (2012); “Impact of Dynamic Pricing Strategies on Consumer Behavior,” Journal of Management Research, Vol. 4, No. 4, pp. 143-160.
  • Shpanya, A. (03.12.2014). Dynamic Pricing: A SaaS of All Trades. https://blog.wiser.com/dynamic-pricing-saas-trades/ (05.01.2020).
  • Shpanya, A. (16.08.2014). Why dynamic pricing is a must for ecommerce retailers. https://econsultancy.com/why-dynamic-pricing-is-a-must-for-ecommerce-retailers/ (05.01.2020).
  • Smith, B.A., Leimkuhler, J.F., and Darrow, R.M. (1992). Yield management at American airlines. Interfaces, 2(1), 8-31.
  • Tek, Ö.B (1999); Pazarlama İlkeleri Global Yönetimsel Yaklaşım Türkiye Uygulamaları, Beta Yayınları, İstanbul.
  • Zhang, R. (2013). An Introduction to Joint Pricing and Inventory Management under Stochastic Demand. https://www.semanticscholar.org/paper/An-Introduction-to-Joint-Pricing-and-Inventory-Zhang/6cb18d16e4ae2b170aa77dafcfa3e678a52d16b9 (06.01.2020).
  • Zhu, K.ve Thonemann, U. W. (2009). Coordination of pricing and inventory control across products. Naval Research Logistics (NRL), 175-190.
There are 22 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Hüseyin Avunduk 0000-0002-3573-195X

Sinem Küçükyılmaz

Publication Date June 30, 2020
Published in Issue Year 2020 Volume: 3 Issue: 1

Cite

APA Avunduk, H., & Küçükyılmaz, S. (2020). DİNAMİK FİYATLANDIRMA STRATEJİSİ. Izmir Democracy University Social Sciences Journal, 3(1), 10-23.