随机产出与需求条件下的响应性定价策略  

Responsive pricing strategy under random yield and stochastic demand

作　　者：左晓露[1] 刘志学[1] 施文[2] 

机构地区：[1]华中科技大学管理学院,湖北武汉430074 [2]湖北经济学院湖北物流发展研究中心,湖北武汉430205

出　　处：《计算机集成制造系统》2014年第10期2563-2571,共9页Computer Integrated Manufacturing Systems

基　　金：国家自然科学基金资助项目(71372134)~~

摘　　要：为了应对供需不确定带来的问题,构建了供应商产出和市场需求均不确定情况下的两级供应链定价模型。通过三阶段Stackelberg博弈分析,探讨了响应性定价策略下零售商的最优订货量和产品定价决策以及供应商的最优分销价格,分析了响应性定价策略与清仓定价策略的差别以及随机产出率和潜在市场需求对响应性定价策略价值的影响。研究结果表明,响应性定价能提高零售商的利润,但有可能降低供应商的利润;产出率越大、潜在市场需求越小时响应性定价对供应商和零售商的价值越大,而产出率和潜在市场需求的不确定性对响应性定价策略价值的影响具有非单调性。To deal with the problem caused by supply uncertainty, a two-stage supply chain model under random yield and stochastic demand environment was constructed. Through a three-stage Stackelberg game analysis, retailer＇s optimal joint order, product price and supplier＇s wholesale price decision were discussed with responsive pricing strategy. The difference between responsive pricing strategy and market clearance pricing strategy as well as the im- pact of random yield and stochastic demand on the value of responsive pricing strategy were analyzed. The results showed that the retailer＇s profit was increased by responsive pricing, but the supplier＇s profit might be decreased. Responsive pricing had larger value to supplier and retailer when the expected yield rate was high and expected potential market demand was low, whereas the uncertainty of yield rate and potential market demand had non-mono- tonic impact on the value of responsive pricing strategy.

关 键 词：随机产出 响应性定价 随机需求 博弈分析 

分 类 号：F274[经济管理—企业管理]