考虑顾客策略行为的易逝品定价与再制造柔性补货机制研究

本文将再制造作为一种柔性补货机制,研究了考虑顾客策略行为的易逝品定价和再制造柔性补货问题。研究表明顾客策略行为减少了零售商的期望利润,再制造柔性补货机制可以缓解顾客策略行为的影响,提高零售商的期望利润,最后分析了该机制对消费者剩余和社会福利的影响。     

考虑策略性顾客的动态定价和差价返还机制

由于销售期短和残值很低,季节性产品普遍采用正常销售和季末降价结合的动态定价模式.一部分顾客会预期零售商季末降价,可能等待到季末购买以获得更大的净效用,顾客的这种策略行为减少了零售商的收益.本文假设市场中同时存在策略性和短视性顾客,分析了零售商考虑策略性顾客的动态定价,以及差价返还机制对零售商定价和收益的影响.研究表明策略性顾客延迟购买影响了零售商的定价决策并使得收益减少,而差价返还机制可以消除策略性顾客的延迟购买行为,提高零售商的收益.     

基于顾客分类的生鲜农产品二次补货策略

零售商为弥补生鲜农产品新鲜度降低造成的顾客流失,选择在单销售期内二次补货,将新鲜产品和初始订货的非新鲜产品同时销售。但二次补货的新鲜产品会对初始订货产品形成需求挤兑。将顾客划分为三种类型:只购买新鲜产品、只够买折扣产品和两种产品都愿意购买,引入需求挤兑因子的概念,讨论了不同顾客类型下需求挤兑效应对零售商订货决策和利润的影响,并与单次订货策略做比较。结论表明,随着顾客对产品品质和新鲜度要求不断提高,二次补货策略能有效降低订货总量,提升零售商利润水平;不但优化了经济效益,更具有减少产品损耗和节约社会资源、增加消费者福利水平的社会效益。     

考虑残值变化和顾客异质性的零售商定价与库存决策

本文研究策略型消费者对零售商的定价和库存决策的影响。与以往的研究假设残值固定不变,且消费者均为策略型消费者不同的是,本文考虑了顾客的异质性以及残值由清仓期库存决定这一特点。本文的研究表明:在消费者均为策略型消费者,且清楚零售商将采取残值定价策略的情况下,零售商可以通过数量保证策略来提高自身的期望利润,降低库存订货量。在考虑顾客异质性的条件下,当零售商采取估值定价策略时,零售商的最大期望利润与短视型消费者在市场上的比例成正相关。并且,存在一个唯一的阈值点,当短视型消费者在市场上的比例高于这一阈值点时,估值定价策略优于保留价格定价策略,反之,则保留价格定价策略更优。     

基于PI的企业动态库存补货模型与算法

PI(physical internet)环境下的物流网络具有互联、开放和共享的特点,缺货的PI-枢纽或零售商可根据货源选择策略动态选择为其补货的供应商或PI-枢纽。为解决PI环境下库存补货问题,提出了IB-EB(installation-echelon)混合补货策略。以最小化库存补货成本为目标,补货量和再订购点为决策变量,构建了PI环境下的动态库存补货模型。针对该混合整数非线性规划模型,应用粒子群优化算法求解出多个补货预案,再将其带入仿真环境循环优化求解。最后,以中国航空器材进出口公司为例,验证了模型可解性及算法的可行性。结果表明PI环境下货源策略的选择对库存补货成本和补货策略具有十分重要的影响,为企业在不同补货条件下选择货源提供了参考依据。     

中小制造企业在线直销与传统分销双渠道定价决策研究

针对传统渠道中处于非主导地位的中小制造企业开展双渠道销售时存在的价格冲突问题,考虑产品数字属性对渠道需求的影响,构建了制造商与零售商独立决策和制造商占非主导地位两种情况下的双渠道定价决策模型,给出了两种情况下的双渠道最优定价,并分别考察了产品数字属性变化以及决策权利结构不同对最优定价的影响。研究结果表明,处于非主导地位的中小制造企业应采用依从强势零售商的定价策略,该策略有利于制造商和零售商以及渠道整体收益的增加;随着产品数字属性的增大,制造商的最优定价相应地提高,而零售商的最优定价则相应地降低;制造商占非主导地位时的双渠道最优定价高于制造商与零售商独立决策时的双渠道最优定价。     

基于部分延迟支付期限的易损品经济批量订货模型研究

已有考虑延期付款的EOQ订货模型多为单层延期支付,而忽略了供应商与其上级供应商,或零售商与其下级零售商的关系。而实际易损品,由于资金约束导致零售商和下游顾客都延迟支付,不同层级延迟支付期限对运营成本与订货周期的策略影响如何?为此,文章在Huang’s模型基础上,考虑零售商、顾客都存在部分延期支付情况下,易损商品三阶段经济批量订货策略,证明了最优订货策略的存在性及唯一性,并分析了参数的影响特征。研究结果表明:(1)当零售商的延迟支付期限大于顾客的延迟支付期限时,零售商最优订货周期和最优订货数量随着变质率的增大而减小,此时零售商应该选择增加订货频率,减少订货数量的策略。(2)当零售商的延迟支付期限小于顾客延迟支付期限时,零售商的最优订货周期和最有订货数量随着变质率的增大而增大,此时零售商应该选择减少订货频率,增加每次订货的订货数量策略。     

考虑零售商实行歧视行为的两阶段动态定价策略研究

消费者对产品使用的习惯性将影响其复购选择,而企业根据消费者的历史消费行为制定相应的价格策略也影响着消费者的行为。本文构建了一个两阶段动态定价模型,研究企业是否存在歧视行为及消费者的产品习惯程度对企业定价策略的影响,利用博弈方法得到了不同情境下的制造商和零售商的最优策略。研究表明:(1)消费者对产品的习惯程度不仅能够影响消费者行为,也能影响企业定价策略;(2)转移成本加大了企业对消费者的歧视程度;(3)企业倾向于采取歧视定价策略即给新客户提供价格优惠而给老客户收取高价有利于自身利益最大化;(4)企业第一阶段的市场份额不能影响第二阶段定价,但能够影响企业两阶段利润。     

基于产品生命周期的战略库存与动态定价决策研究

本文考虑一个基于短周期产品供应商和零售商组成的两级供应链系统,在两个销售周期内,市场容量根据产品所处的生命周期变化而变化。文章研究了在承诺定价合同和动态定价合同下,零售商使用战略库存策略和战略缺货策略的条件,以及产品在不同生命周期下供应商和零售商的最优决策和利润。研究发现,战略库存策略和战略缺货策略在两种定价合同下都可能存在,产品所处生命周期和持有(缺货)成本的大小对供应链成员的决策和利润起着决定性作用。战略库存策略在产品处于发展期时可以有效降低产品第二期批发价格,但战略缺货策略却不具备议价效果。同时,当第二周期产品市场容量变化不剧烈,且持有成本较小时,零售商在动态定价合同下使用战略库存策略可以同时提高供应商和零售商利润,进而提高整体供应链效率;零售商在动态定价合同下使用战略缺货策略同样可以提高整体供应链效率,但当供应商决定供应链成员间的定价方式时,战略缺货策略始终不会存在。     

顾客策略行为下差异产品两阶段定价模型研究

互联网和信息技术的发展,为零售商收集顾客信息带来方便的同时,也使得消费者变得越来越具有策略性和选择性。首先,构建零售商只销售一种高质量产品的情形,研究其两阶段的定价策略,并分析产品的跨期折扣因子对产品的零售价格、销售量和零售商利润的影响。然后,考虑零售商可提供高质量和低质量两种产品的情形,顾客在第一销售期、第二销售期都可以选择两种产品。构建两阶段的定价决策模型,并分析产品的跨期折扣因子、顾客对低质量产品的接受度等参数对产品两阶段的零售价格、销售量的影响。最后,用数值算例分析了第二种模型下顾客对低质量产品的接受度等模型参数对零售商两阶段总利润的影响,然后比较了第一种和第二种模型下高质量产品的零售价格和销售量。研究结论较全面的分析了顾客策略行为对差异产品两阶段销售期的定价决策的影响,为零售商进行定价优化决策提供了十分重要的参考。     

Combined Pricing and Portfolio Option Procurement

In this paper, we study a single‐product periodic‐review inventory system that faces random and price‐dependent demand. The firm can purchase the product either from option contracts or from the spot market. Different option contracts are offered by a set of suppliers with a two‐part fee structure: a unit reservation cost and a unit exercising cost. The spot market price is random and its realization may affect the subsequent option contract prices. The firm decides the reservation quantity from each supplier and the product selling price at the beginning of each period and the number of options to exercise (inventory replenishment) at the end of the period to maximize the total expected profit over its planning horizon. We show that the optimal inventory replenishment policy is order‐up‐to type with a sequence of decreasing thresholds. We also investigate the optimal option‐reservation policy and the optimal pricing strategy. The optimal reservation quantities and selling price are shown to be both decreasing in the starting inventory level when demand function is additive. Building upon the analytical results, we conduct a numerical study to unveil additional managerial insights. Among other things, we quantify the values of the option contracts and dynamic pricing to the firm and show that they are more significant when the market demand becomes more volatile.     

On the Benefit of Inventory‐Based Dynamic Pricing Strategies

We study the optimal pricing and replenishment decisions in an inventory system with a price‐sensitive demand, focusing on the benefit of the inventory‐based dynamic pricing strategy. We find that demand variability impacts the benefit of dynamic pricing not only through the magnitude of the variability but also through its functional form (e.g., whether it is additive, multiplicative, or others). We provide an approach to quantify the profit improvement of dynamic pricing over static pricing without having to solve the dynamic pricing problem. We also demonstrate that dynamic pricing is most effective when it is jointly optimized with inventory replenishment decisions, and that its advantage can be mostly realized by using one or two price changes over a replenishment cycle.     

Inventory‐Based Dynamic Pricing with Costly Price Adjustment

We study an average‐cost stochastic inventory control problem in which the firm can replenish inventory and adjust the price at anytime. We establish the optimality to change the price from low to high in each replenishment cycle as inventory is depleted. With costly price adjustment, scale economies of inventory replenishment are reflected in the cycle time instead of lot size—An increased fixed ordering cost leads to an extended replenishment cycle but does not necessarily increase the order quantity. A reduced marginal cost of ordering calls for an increased order quantity, as well as speeding up product selling within a cycle. We derive useful properties of the profit function that allows for reducing computational complexity of the problem. For systems requiring short replenishment cycles, the optimal solution can be easily computed by applying these properties. For systems requiring long replenishment cycles, we further consider a relaxed problem that is computational tractable. Under this relaxation, the sum of fixed ordering cost and price adjustment cost is equal to (greater than, less than) the total inventory holding cost within a replenishment cycle when the inventory holding cost is linear (convex, concave) in the stock level. Moreover, under the optimal solution, the time‐average profit is the same across all price segments when the inventory holding cost is accounted properly. Through a numerical study, we demonstrate that inventory‐based dynamic pricing can lead to significant profit improvement compared with static pricing and limited price adjustment can yield a benefit that is close to unlimited price adjustment. To be able to enjoy the benefit of dynamic pricing, however, it is important to appropriately choose inventory levels at which the price is revised.     

Newsvendor Pricing Problem in a Two‐Sided Market

We study the pricing problem of a “platform” intermediary to jointly determine the selling price of the platforms (hardware) sold to consumers and the royalty charged to content developers for content (software), when the demands for content and for platforms are interdependent. Our model elucidates the impact of supply chain replenishment costs and demand uncertainty on the strategic issues of platform pricing in a two‐sided market.     

Hedging through index-based price contracts in commodity-based supply chains

This paper studies the optimal hedging strategy of risk-neutral firms in supply chain settings. We model a retailer procuring goods through index-based price contracts from two commodity processors. The processors’ input commodity prices are random and correlated. The retailer faces price-sensitive demand curves; therefore, it controls product demand through retail pricing in the final product market. We characterize the optimal contracting terms for the processors and show that they prefer to hedge part of their exposure to the commodity price risk. The optimal contract for processor comprises a processing margin independent of the commodity price volatility and a hedge ratio that is a function of the commodity price volatility and the products substitution factor. We uncover a new rationale for hedging in settings where downstream firms have pricing power; both processors and the retailer benefit from the retailer’s pricing power when their margins are linked to input prices; an index-based price contract is a means to link the processors’ and the retailer’s margins. We further investigate how different market parameters affect the optimal hedge ratios and extend our model to settings with random market sizes and asymmetric substitution for final products.     

存在产量和价格竞争外部市场的企业集团转移定价研究

本文分析了存在产量和价格竞争中间产品外部市场的企业集团转移定价决策问题。得出当存在产量竞争的中间产品外部市场时,均衡转移定价策略是各集团隐藏自己企业的转移价格信息,且转移价格等于边际成本。当存在价格竞争的中间产品外部市场时,若对中间产品的内外部市场实行单一定价,则转移价格决策与中间产品的外部销量大小有关:若对中间产品的内外部市场实行差别定价,则均衡定价策略为转移价格等于边际成本。     

随机需求下考虑不同竞争情形的网约车平台动态定价

针对乘车需求波动下网约车平台间存在乘车需求竞争和乘运供应竞争的最优定价问题，以平台期望收益最大化为目标，运用最优控制论方法，构建不同竞争情形下的网约车平台动态定价模型，并利用哈密尔顿函数及模型推导，求得最优动态竞争价格解以及乘运供应率与需求率的变化轨迹。结果表明：平台最优动态竞争价格随市场需求的波动而动态变化，且最优价格可以有效调控平台供应能力，促使平台供需匹配，优化平台期望收益。此外，乘车需求市场竞争越激烈，平台最优价格越低，而乘运供应市场竞争越激烈，最优价格越高。平台间竞争的加剧将降低平台的期望收益，且平台期望收益随着固定佣金报酬率的提高先增大后减小。     

双渠道零售商和传统零售商的定价策略

在单制造商和两个具有竞争行为零售商的供应链系统中，本文研究了双渠道零售商和传统零售商的定价决策问题。首先，在零售商间进行Stackelberg博弈假设前提下，分别针对双渠道零售商和传统零售商作为领导者的情况，构建了两种模式下的零售商定价决策模型，给出了零售商的最优定价策略；其次，分析了零售商在特定情形下的定价策略；最后，用数值算例分析了模型参数对最优结果的影响。通过对比研究和数值算例分析发现：对于零售商来说，作为Stackelberg的领导者时的总利润要比作为追随者时的总利润大；对于供应商而言，传统渠道的零售商做主导者时的总利润要比双渠道零售商做主导者时的总利润大。     

Durable goods pricing with reference price effects

A price benchmark shaped by consumers on the basis of their perception of past prices is known as a reference price. Behavioral decision research suggests that consumers are likely to be backward-looking in that they make purchase decisions based not only on the current price but also on the reference price. It is evident that the reference price effect, which has significant impact on consumer demand, exists for both consumables and durables. Yet, how this effect works has only been investigated in relation to the pricing of consumables, and thus the corresponding results are unable to yield normative implications for durable goods pricing where the saturation effect must enter the picture. This study aims to provide marketers of durables with relevant insights that can be practically used to guide their design of pricing strategies in the presence of the reference price effect. Specifically, we develop a dynamic pricing model which incorporates both the reference price effect and the saturation effect into a framework to broaden our understanding on the durable goods pricing problem. As the internet technology and social media have enhanced consumers’ ability to recall and compare past prices, the need for such a pricing model with backward-looking consumer behavior is increasingly compelling. Our results indicate that while it is optimal for a myopic seller to adopt the skimming pricing strategy, either the price skimming strategy or the penetration strategy is optimal for a forward-looking seller, contingent on the potential market and consumers’ reference price effects.     

策略型消费者创新感知与产品定价换代策略研究

科学技术迅猛发展促使厂商频繁推出创新型产品以抢占市场份额,产品定价和换代策略成为厂商经营成败的重要因素。本文在产品技术创新视角下构建双寡头厂商三阶段产品最优定价与换代决策模型,结合效用函数和博弈分析方法从同质产品市场拓展为异质产品市场,求解出单品换代策略及共生换代策略下新品上市时点和旧产品退出市场时点的显示解,并通过仿真模拟探讨产品技术创新水平、消费者创新感知度对最优产品定价和换代策略的影响。研究表明产品技术创新水平和消费者创新感知度对厂商产品定价和换代策略有重要影响。同质产品市场下,市场潜在需求越大,产品初始定价越高。厂商面临内外部产品竞争时,市场潜在需求较小且两代产品处于共生状态下,为减弱内部竞争新旧产品最优定价差距不大;当市场潜在需求较大,厂商新品定价由技术创新水平决定,消费者技术创新感知值越高,新品定价越高,反之越低。当厂商技术创新水平处于劣势时,两厂商技术创新水平差距越大,劣势厂商越应提早退出市场。