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Dynamic Pricing: Preisfindung auf elektronischen Marktplätzen

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Handbuch Digitale Wirtschaft

Zusammenfassung

Werden TV-Geräte bald wie Flugtickets verkauft? Zahlreiche Medienberichte legen diesen Schluss nahe, wenn sie eine als Dynamic Pricing bekannte Form der Preissetzung thematisieren. Dynamic Pricing stellt eine Abkehr von fixierten und stabilen Preisen dar; so ändern sich Online-Preise schnell und häufig in Abhängigkeit von der Wettbewerbssituation. In diesem Beitrag erfolgt eine systematische Diskussion des Themas Dynamic Pricing. Hierbei werden wissenschaftliche Erkenntnisse zu Spannungen zwischen Gewinnpotenzialen und Konsumentenverärgerungen dargestellt. Ebenso werden zentrale Ausgestaltungsformen von Dynamic Pricing diskutiert: (1) zeitbasiertes, (2) konsumentenbasiertes, (3) kanalbasiertes und (4) standortbasiertes Dynamic Pricing. Des Weiteren liefern umfassende qualitative Interviews mit Branchenexperten (Retailers und Solution Providers) tiefere Einsichten in ein aus Sicht der Unternehmenspraxis und Wissenschaft hochrelevantes Thema.

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Notes

  1. 1.

    In der Literatur wird diese Form häufig nicht unter dem Aspekt Dynamic Pricing betrachtet. Allerdings wird sie in durch die häufig zitierte Definition von Haws und Bearden (2006) abgedeckt. Des Weiteren ergeben unsere Experten Interviews (Abschn. 4.2.3), dass aus Sicht der Unternehmenspraxis, Online-Offline Preisdifferenzierung unter dem Aspekt Dynamic Pricing fällt.

  2. 2.

    Um die Anonymität unserer Experten zu wahren, werden Retailer mit „R“ und Solution Provider mit „S“ abkürzt. Die Nummerierung spiegelt die chronologische Reihenfolge wider, in der die Interviews durchgeführt wurden.

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Authors and Affiliations

  1. University of Groningen, Groningen, Niederlande

    Arnd Vomberg

  2. McKinsey & Company, Inc., Frankfurt am Main, Deutschland

    Karin Lauer

  3. McKinsey & Company, Inc., München, Deutschland

    Karen Weitkämper

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  1. Arnd Vomberg
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Correspondence to Arnd Vomberg .

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    Tobias Kollmann

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Vomberg, A., Lauer, K., Weitkämper, K. (2020). Dynamic Pricing: Preisfindung auf elektronischen Marktplätzen. In: Kollmann, T. (eds) Handbuch Digitale Wirtschaft. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-17291-6_48

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