Динамічне ціноутворення як маркетингова стратегія утримання клієнтів на платформних ринках

Abstract

The economic essence of dynamic pricing and its role in the system of marketing management of platform markets have been investigated. It has been revealed that algorithmic pricing management models ensure increased adaptability of pricing decisions, a higher level of personalization of consumer interaction, and improved demand forecasting efficiency. It has been proven that the integration of Big Data, behavioral analytics, and artificial intelligence tools contributes to improving the accuracy of pricing decisions and strengthening customer loyalty. At the same time, it has been established that the effectiveness of dynamic pricing is constrained by the lack of algorithm transparency, high dependence on data quality, risks of price discrimination, and the negative impact of excessive price volatility on user trust.