| 基于顾客选择行为的多质量等级时鲜产品定价策略研究 |
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| 引用本文： | 肖勇波,吴鹏,王雅兰. 基于顾客选择行为的多质量等级时鲜产品定价策略研究[J]. 中国管理科学, 2010, 18(1): 58-65 |
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| 作者姓名： | 肖勇波 吴鹏 王雅兰 |
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| 作者单位： | 1. 清华大学现代管理研究中心清华大学经济管理学院, 北京 100084;2. 中钢钢铁有限公司, 北京 100080 |
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| 基金项目： | 国家自然科学基金资助项目(70601017,70621061,70890082) |
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| 摘 要： | 基于现实中广泛存在的不同质量等级时鲜产品销售的现象,本文研究了追求收益最大化的销售商定价策略。我们考虑两种质量等级的情形,从顾客在不同等级产品之间的选择行为出发,研究了产品数量既定情形下销售商的最优折扣定价决策。同时,我们将这种"分离"销售策略与混合销售策略进行了对比。研究表明,当潜在顾客规模较小或产品供给相对较多时,分离策略相对混合策略的收益改进是更为显著的。
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| 关 键 词： | 时鲜产品 顾客选择行为 最优定价 多质量等级 |
| 收稿时间： | 2009-01-21 |
| 修稿时间： | 2009-12-08 |
Pricing Strategies for Fresh Products with Multiple Quality Levels Based on Customer Choice Behavior |
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| XIAO Yong-bo,WU Peng,WANG Ya-lan. Pricing Strategies for Fresh Products with Multiple Quality Levels Based on Customer Choice Behavior[J]. Chinese Journal of Management Science, 2010, 18(1): 58-65 |
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| Authors: | XIAO Yong-bo WU Peng WANG Ya-lan |
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| Affiliation: | 1. Research Center for Contemporary Management, School of Economics & Management, Tsinghua University, Beijing 100084, China;2. SINOSTEEL STEEL CO., LTD., Beijing 100080, China |
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| Abstract: | Motivated by the common practice that retailers usually divide fresh products,which may decay and/or deteriorate during the distribution process,into different quality levels and sell them in a separate way,this paper studies the optimal selling strategies for a retailer of fresh products.Specifically,we consider a scenario in which there are two quality levels of fresh products.Based on the customer's choice behavior between them,the optimal pricing decision for the low-level products is investigated.Moreo... |
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| Keywords: | fresh products customer choice behavior optimal pricing multiple quality levels. |
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