同质时鲜产品捆绑销售的最优策略  

Optimal bundling sale strategy for homogenous fresh products

作　　者：魏航[1] 

机构地区：[1]上海财经大学国际工商管理学院,上海200433

出　　处：《管理科学学报》2012年第6期7-21,共15页Journal of Management Sciences in China

基　　金：国家自然科学基金资助项目(70872068);上海财经大学"211工程"三期重点学科建设资助项目

摘　　要：由于时鲜产品具有十分显著的时效性,为了更快地将时鲜产品销售出去,很多零售商采用了捆绑销售的方式.研究了同质时鲜产品捆绑销售的最优策略问题,对同质时鲜产品捆绑销售的最优价格、最优临界时间以及最优数量决策问题进行了描述,并利用随机效用理论建立了MNL模型.获得了同质时鲜产品捆绑销售单变量决策的最优价格、最优临界时间和最优数量,以及相应的最大利润.进而研究了同质时鲜产品捆绑销售的双变量组合决策问题,并给出了最优双变量组合决策和条件.最后,给出了一个算例,并分析了捆绑销售中价格、数量与时间之间的关系.Due to the perishable property of fresh products, retailers usually use bundling as a sales strategy in order to sell the products as soon as possible. The paper focuses on the optimal decisions of the bundling price, the bundling time threshold, and the bundling quantity. In order to measure the probability of a given bundling portfolio, the MNL model is adopted to model the consumer behaviors. With the MNL model, the op- timal bundling price, the bundling time threshold, and the bundling quantity can be determined for to maxi- mize a retailer＇ s profit. Furthermore, the bi-parameter decision problems are studied and the optimal condi- tions were given. At last, a numerical study is conducted to analyze the relationships among the optimal bund- ling price, the bundling time threshold, and the bundling quantity.

关 键 词：时鲜产品 捆绑 MNL模型 价格 时间 数量 

分 类 号：F724.2[经济管理—产业经济]