基于顾客选择行为的多质量等级时鲜产品定价策略研究  

Pricing Strategies for Fresh Products with Multiple Quality Levels Based on Customer Choice Behavior

作　　者：肖勇波[1] 吴鹏[1] 王雅兰 

机构地区：[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

出　　处：《中国管理科学》2010年第1期58-65,共8页Chinese Journal of Management Science

基　　金：国家自然科学基金资助项目(70601017,70621061,70890082)

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。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. Moreover, a mixed selling strategy, where the high-level and low-level products are sold as an admixture, is compared with the separate selling strategy. Our research shows that, the revenue improvement of the separate selling strategy （over the mixed strategy） could be rather significant, especially when the demand rate is low and/or the product supply is sufficient.

关 键 词：时鲜产品 顾客选择行为 最优定价 多质量等级 

分 类 号：F406.7[经济管理—产业经济]