价格和库存驱动替代的两产品动态定价策略.docVIP

  价格和库存驱动替代的两产品动态定价 策略# 官振中* 5 10 15 20 25 30 35 40 （西南交通大学经济管理学院，成都 610031） 摘要：多样化的产品给顾客增加方便的同时，也给零售商的定价带来困难和挑战，尤其是易 逝性产品由于其价值迅速消退的特征使得这种难题更加突出。在传统的多产品收益管理定价 研究中，已有的研究考虑了多产品中的消费者选择行为，即价格驱动替代行为,很少考虑缺 货时的库存驱动替代行为，本文考虑出售两种产品的零售商，以获得最大期望利润为目标， 当消费者在选择时如果出现缺货将会存在库存替代行为，建立了基于 MNL 顾客选择价格驱 动替代和缺货时库存驱动替代两产品收益管理动态定价策略模型。对建立的模型分析了其性 质,并用算例进行了模拟分析，得出的结论包括：零售商提供替代性产品的好处在缺货时效 果更加明显，产品缺货时顾客寻求替代的概率增大下零售商的价格最优策略为降价而不是相 反，增加产品的偏好度可以提高零售商的利润，而且这种效果对其替代产品是正向促进作用。 关键词：多产品收益管理；动态定价；顾客选择模型；价格驱动替代；库存驱动替代 中图分类号：F275 Optimal dynamic pricing policy of two products considering price-driven and inventory-driven substitution GUAN Zhenzhong (School of Economics and Management SouthWest JiaoTong University, ChengDu 610031) Abstract: The diversification of products increases customer’s convenience ,but also brings difficulties and challenges to retailer’s revenue ,especial the retails faces perishable product that its value rapidly subsides, and the corresponding research becomes more exciting. In traditional multi-product revenue management, some literatures have covered consumer’s choice behavior ,that is price-driven substitution, and seldom involved inventory-driven substitution .If the retailer will sell multi-product and aim for maximize expected profit ,We construct the multi-product revenue management dynamic pricing police model based on MNL choice model considering price-driven and inventory-driven substitution when substitution will come because of stock shortage, The model’s characters are analyzed and numerically examples are used and conclusions include: The advantage of substitutable products will be more obvious when retailer’s inventory is out of stock; The optimal pricing policy is decreasing not increasing when the probability of seek substitutable products is increasing; Increasing the degree of preference can improve the retailer’s profit, and also this generates positive effect to substitutable product. Keywords: multi-product revenue management; dynamic pricing; consume