顾客到达服从泊松过程的混合消费市场定价研究.pdf

顾客到达服从泊松过程的混合消费市场 定价研究# 李小翠，张玉林** 5 （东南大学经济管理学院，南京 211189） 摘要：本文假设策略型顾客和短视型顾客并存，顾客到达服从泊松过程，产品销售初期库存 受限，并且以垄断厂商的固定定价策略为研究点，分别对第一阶段缺货、第二阶段缺货和两 阶段均不缺货三种情形下垄断厂商的两期定价问题进行研究。论文建立了相应的需求模型和 定价模型，确定了最优定价策略，给出了保证货源充足的最低库存水平。并进行了数值仿真。 10 得到了若干有益的管理结论：第一阶段缺货时的价格与初始库存成反比，与顾客到达速率成 正比；第二阶段缺货时，随着策略型顾客比例的增加，期望收益不断增加，降价幅度不断减 小，厂商给予库存一定限制可以有效减少顾客策略行为带来的不利影响；两阶段均不缺货时， 随着策略型顾客比重的增加，期望收益、两阶段定价均呈现下降趋势，且降价幅度不断增加。 关键词：收益管理；策略型顾客；定价策略；泊松需求 15 中图分类号：F270.5；F224 Pricing for a Mixed Consumer Market with Poisson Arrival Process LI Xiaocui, ZHANG Yulin 20 (School of Economics and Management, Southeast University, NanJing 211189) Abstract: This paper study a two-stage pricing problem for a monopolist store with limited number of goods in the presence of strategic and myopic customers. Customers arrive to the store according to a Poisson process with a rate of λ arrivals pre time unit. This paper respectively investigate the pricing problem in three cases: out of stock at the first stage, out of stock at the 25 second stage and two stages are not out of stock. In each case, establish corresponding demand models and pricing models to determine the optimal fixed-discount pricing strategies. Minimum inventory levels to ensure adequate supply are given and comparative analyses of three cases are carried out. A series of characters and conclusions of management are drawn. Such as, the price is inversely proportional to the initial inventory but is proportional to