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Algorithmenbasiertes Pricing

In: Marketing Analytics

Author

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  • Michael Schleusener

    (Hochschule Niederrhein)

Abstract

Zusammenfassung Das algorithmenbasierte Pricing ist auf dem Vormarsch – dank der Vielzahl an Daten zum Kundenverhalten, die vor allem online verfügbar sind. Algorithmen werden immer besser darin, auf Basis dieser Daten zum einen Preisbereitschaften abzuschätzen und zum anderen Preisentscheidungen vollautomatisiert durchzuführen. Dabei lässt sich Dynamic Pricing mit unterschiedlichen Preisen im Zeitablauf vom personalisierten Pricing mit seinen individuellen Preisen abgrenzen. Auf Kundenseite und aus verbraucherpolitischer Sicht ergeben sich neue Fragen und Anforderungen an algorithmische Preisentscheidungen. Vor diesem Hintergrund stellen sich zahlreiche Herausforderungen an das Pricing-Management, die vom zielführenden Einsatz dieser Methoden bis zur Sicherstellung der gesellschaftlichen Akzeptanz reichen.

Suggested Citation

  • Michael Schleusener, 2022. "Algorithmenbasiertes Pricing," Springer Books, in: Marion Halfmann & Katharina Schüller (ed.), Marketing Analytics, pages 243-258, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-33809-1_14
    DOI: 10.1007/978-3-658-33809-1_14
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