价格和库存驱动替代的两产品动态定价策略  

Dynamic Pricing Policy for Two Products with Price-Driven and Inventory-Driven Substitutions

作　　者：官振中[1] 任建标[2] 

机构地区：[1]西南交通大学经济管理学院,成都610031 [2]上海交通大学安泰经济与管理学院,上海200052

出　　处：《系统管理学报》2013年第2期177-184,共8页Journal of Systems & Management

基　　金：国家自然科学基金重大项目(71090402);国家自然科学基金资助项目(71002065);教育部博士点基金资助项目(20090184120027)

摘　　要：多样化的产品给顾客增加方便的同时,也给零售商的定价带来困难和挑战,尤其是易逝性产品由于其价值迅速消退的特征使得这种难题更加突出。在传统的多产品收益管理定价研究中,已有的研究考虑了多产品中的消费者选择行为,即价格驱动替代行为,很少考虑缺货时的库存驱动替代行为。考虑出售两种产品的零售商,以获得最大期望利润为目标,当消费者在选择时若出现缺货将会存在库存替代行为,建立了基于MNL顾客选择价格驱动替代和缺货时,库存驱动替代两产品收益管理动态定价策略模型。对建立的模型分析了其性质,并用算例进行了模拟分析,得出的结论包括:零售商提供替代性产品的好处在缺货时效果更加明显,产品缺货时顾客寻求替代的概率增大下,零售商的价格最优策略为降价而不是相反;增加产品的偏好度可以提高零售商的利润,而且这种效果对其替代产品是正向促进作用。The diversification of products increases customer＇s convenience, while brings difficulties and challenges to retailer＇s operations, especial when retailing perishable products whose value rapidly decreases. In traditional multi-product revenue management, the literature has studied consumer＇s choice behavior, which is price-driven, but seldom involved inventory-driven. For a retailer sells multi-products and aims for maximizing expected profit, we construct a multi-product dynamic pricing model based on MNL choice model, considering both price-driven and inventory-driven substitutions. We analyze model＇s characters with numerically examples. The results show that the advantage of substitutable products will be more obvious when retailer is out of stock; the optimal pricing policy is decreasing when the probability of seeking substitutable products is increasing; increasing the degree of preference can improve the retailer＇s profit, and also generates positive effect to substitutable products.

关 键 词：多产品收益管理 动态定价 顾客选择模型 价格驱动替代 库存驱动替代 

分 类 号：F275[经济管理—企业管理]