基于网络顾客行为意向的物流服务供应链定价策略  

Pricing Strategies Based on Online Shoppers' Behavior Intention in a Logistics Service Supply Chain

作　　者：贾俊秀[1,2] 沈萍[3] 杜黎[1] 

机构地区：[1]西安电子科技大学经济与管理学院,陕西西安710071 [2]西安电子科技大学机电工程学院,陕西西安710071 [3]同济大学经济与管理学院,上海200092

出　　处：《运筹与管理》2014年第4期41-50,共10页Operations Research and Management Science

基　　金：国家自然科学基金资助项目(71101113);国家留学基金委资助项目(201208610158);陕西省自然科学基金资助(2014JQ9375);陕西省社会科学基金资助项目(11Q050);中国博士后科学基金资助项目(2012M511980);西安市软科学研究项目(SF1308(4));中央高校基本科研业务费专项资金资助项目(K5051306002)

摘　　要：就一个运营网络购物的供应链,分析物流服务需求方和服务提供方的定价和服务水平决策等问题。在成本共担优化模型中考虑基于顾客购买行为意向的产品需求函数,进而分别给出非合作、准合作和完全合作模式下供应链企业决策间的关系,以及网购顾客重购概率对最优定价策略的影响。结论有:证明三种合作模式下双方最优策略的存在性及存在条件;给出最优产品定价策略和服务定价策略间的数量关系,并证明其与网购顾客行为意向有关。数值分析表明,最优定价策略随服务水平和网购顾客重购概率的变化趋势受成本共担系数的影响;较小的成本分摊系数使最优产品定价随着服务水平和网购顾客重购概率的变化幅度增大。The paper mainly focuses on pricing and service level strategies in a logistics service supply chain with a service demander , a service provider and online shoppers .Product demand is based on online shoppers ’ repeated purchase probability .The service demander has to determine the product price and a coefficient of sharing logistics costs with the service provider .The service provider must make decision on logistics service price . Both firms want to maximize their expected profits .We propose models to analyze the optimal product price , service price and their relationship affected by the repeated buying probability under non -cooperation , perfect-co-operation and quasi -cooperation mode respectively , strategies of service level as well .The existence of the opti-mal strategies is proved .The quantitative relationship between the optimal product price and service price is given,which depends on parameters of customers ’ purchase behavior intention .The numerical example shows that change of the optimal pricing strategies with consumers ’ behavior intention and service level depends on the sharing coefficient .The optimal product price may increase more rapidly with a small sharing coefficient than the optimal service price does .

关 键 词：网购顾客 行为意向 物流服务水平 物流服务供应链 定价策略 数学模型 

分 类 号：F252[经济管理—国民经济]