基于在线捆绑的易逝品动态定价模型研究  

A Dynamic Pricing Model for Perishable Products Based on Online Bundling

作　　者：杨清清[1] 李金林[2] 卢涛[3] 

机构地区：[1]国防科学技术大学信息系统与管理学院,湖南长沙410073 [2]北京理工大学管理与经济学院,北京100081 [3]中国科学院研究生院管理学院,北京100190

出　　处：《经济数学》2010年第4期1-7,共7页Journal of Quantitative Economics

基　　金：国家自然科学基金资助项目(60776817);湖南省软科学研究计划项目(2010zk3012)

摘　　要：运用动态规划和组合优化理论,建立了基于在线捆绑的易逝品动态标价模型.针对是否补充缺货分别建立了紧急补货模型和失销模型.将有限的销售期限分割成N个时间决策单元,提出了每个决策单元的捆绑结构和捆绑包价格的确定方法.证明了紧急补货模型价值函数的可分解性、最优捆绑价格在时间上的非递减性和在存量上的非递增性;证明了失销模型最优期望收益在存量上的非递减性.该模型有助于实践中运用在线捆绑策略的易逝品生产和服务企业对捆绑包结构和捆绑包价格做出正确的决策.Using a stochastic dynamic program blended with combinatorial optimization,this paper proposed a dynamic posted pricing model based on online bundling.In particularly,we focused on two practical business settings： with（the Emergency Replenishment Model） and without（the Lost-Sales Model） the possibility of inventory replenishment in the case of a product stockout.After separating the limit time horizon into N decision epochs,we can get the approach to determine the bundling structure and packaging price for each decision epoch.For the Emergency Replenishment Model,we establish that the problem can be decomposed,and then we prove that the optimal package price is nondecreasing in time,and nonincreasing in the inventory of the packaged product.For the Lost-Sales Model,we prove that the optimal expected revenue is nondecreasing in the inventory level.It is helpful for the perishable products seller,who is using online bundling strategy to make proper decisions.

关 键 词：收益管理 在线捆绑 易逝品 动态定价 

分 类 号：F275[经济管理—企业管理]