餐饮业网络团购模式下的订货决策文档.docx

餐饮业网络团购模式下的订货决策 摘要 随着经济的发展，在网络技术愈发普及的今天，团购渐渐成为一种新兴的消费方式。追本溯源，团购的真实面目无外乎自古有之的价格批量折扣，但又不完全相同。相比后者，团购可以产生较稳定的提前现金流，在利润最大化目标的引导下，企业可以根据自身制定的价格来估计真正的客流量，从而决策出最优的订货量。 目前团购正处于蓬勃发展之中，现在团购营销应用最广泛的领域是餐饮业。目前针对团购的研究大多针对消费者的表现，集中于营销的表层意义，而没有深入团购的另外一个参与者——企业。本文立足于企业，综合考虑了企业的定价和订货决策，对企业的实际运营有较大的指导意义。 经典的报童模型解决了企业面临不确定需求的情况下的单周期订货问题。本文是在经典的报童模型的基础上的延伸。与经典报童模型最大的不同是，实际中餐饮业企业有一定的垄断地位，可以进行自由的定价。本文综合考虑了餐饮业中团购的特点，对团购产生的提前现金流等因素进行了综合分析，建立模型，对企业的最优定价和订货决策进行了探讨，并最终指出，在各个参数中，企业和团购网站的利润分成比例是对企业利润影响最大的。 关键词：餐饮业，团购，订货 ABSTRACT With the development of economic, Internet technology has become more and more common nowadays. Many people pay more attention on group purchase as it is the latest consume method. To be honest, it is just make a discount for consumers because of the mass effect. Nevertheless, this is not the case. Compared with the latter one, group purchase can produce stable cash flow . Companies estimate the real based on their own price project which aim at getting profits maximization, in the process, they can figure out the best order quantity. Nowadays, group purchase is developing quickly especially in the catering industry. Food is regarded as fast consumer goods so that its price elasticity changes quickly. Also, most of the catering companies are facing serious competition in the market. Therefore, group purchase is considered as a kind of powerful weapon when it just come up. In addition, catering industry business income shows periodical fluctuations tendency. In this way, customers are split into different parts which make a balance between the highest and lowest consumer flow. Classical Newsboy model solved single-period stock problems which in a uncertain demand situation for companies. This paper is a extend based on classical Newsboy model. However, there is a great difference between them, that is, actually, catering industry shows monopoly which means they can decide price freedom. This paper combines all kinds of features about group purchase, and then make a di