实体店及其网上商店产品的动态定价及订货策略  

Analysis of dynamic pricing and order policies for"clicks-and-mortar"firms

作　　者：潘伟[1,2] 汪寿阳[3] 华国伟[3] 张金隆[2] 

机构地区：[1]武汉大学经济与管理学院,武汉430072 [2]华中科技大学管理学院,武汉430074 [3]中国科学院数学与系统科学研究院系统科学研究所,北京100190

出　　处：《系统工程理论与实践》2010年第2期236-242,共7页Systems Engineering-Theory & Practice

基　　金：国家自然科学基金(60574071,70221001,70731001)

摘　　要：以实体店和网上商店两种销售模式通常共用一个订货渠道来满足顾客的不同需求为背景,分析了拥有实体店和网上商店公司的最优订货策略、最优的价格调整次数问题,并推导出了不同时期的最优定价策略.然后,利用数值算例分析了价格调整次数未知与已知两种情况下的最优决策.最后,指出了未来可能的几个研究方向.With the development of e-commerce, many ＂bricks-and-mortar＂ firms have transformed to ＂clicks-and-mortar＂ by incorporating online stores. The physical stores can satisfy the instant demand, while the online stores satisfy the forward demand, i.e., customers place orders online, and the firm fulfills the orders in quoted delivery time. Since the physical stores and the online stores of a ＂click-and-mortar＂ firm usually replenish inventory using the same replenishment channel, we examine the optimal order policy and the optimal price adjustment time for a ＂click-and-mortar＂ firm, and derive the optimal pricing strategy in every period. We also analyze the optimal order and pricing policies when price adjustment time is known and unknown using numerical examples. Finally, some possible further research lines are outlined.

关 键 词：电子商务 动态定价 订货策略 销售渠道 

分 类 号：F275[经济管理—企业管理]