基于收益管理理论的衰退期产品赊销的动态定价问题研究

随着买方市场的形成,越来越多的企业选择赊销的模式来占领市场.特别是当产品处于衰退期时,若能通过有效的价格手段对不同信用等级的客户实行差别定价,在此基础上通过合理的定价刺激需求,则可能使企业的收益实现最大化.文章运用收益管理理论,依据不同客户的信用等级对客户实行不同的定价标准,并在分析衰退期产品价格变动趋势的基础上,求解出最优价格变动时间阀值,使企业能够据此选择最佳的定价策略;最后建立收益估测模型,通过仿真算例验证实行动态定价的收益将大于单一定价的收益.

Dynamic Pricing of Products Sold on Account in Their Declining Period of Life Based on Revenue Management Theory

With the formation of buyer＇s market, more and more enterprises occupy the dominant status by selling on credit activities. Especially when the products are in Declining Period of Life, if enterprises set discriminatory pricing strategy depending on the customer＇s credit rating, and increase demand through reasonable pricing, it is possible to maximize the ex- pected revenue. Focusing on revenue management theory, we can conclude in this article that the enterprises set different prices depending on the customer＇s credit rating, and analyze the price tendency of products in their declining period of life. Therefore an optimal threshold about prices can be worked out so as to make the superior pricing strategy and model of profit evaluation. Simulation examples show that dynamic pricing is more profitable than single pricing.