基于在线捆绑的服务产品动态定价模型求解算法分析  

Heuristic Approaches to Dynamic Pricing Model for Perishable Products Based on Online Bundling

作　　者：杨清清[1] 欧朝敏[1] 郭滕达[1] 

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

出　　处：《数学的实践与认识》2015年第18期105-118,共14页Mathematics in Practice and Theory

基　　金：国家自然科学基金项目<网络环境下收益管理中服务产品动态定价研究>(71102004);湖南省哲学社会科学基金项目<运输型物流企业中基于马尔科夫决策过程的收益管理Robust模型研究>(2010YBA022);湖南省软科学研究计划项目<生产性服务业中基于顾客选择行为的动态定价策略研究>(2010zk3012)

摘　　要：通过三个数量产品的捆绑选择,证明了紧急补货模型(ER)和失销模型(LS)的动态捆绑问题的复杂性,提出启发性算法求解动态定价和捆绑的决策问题.通过算例比较了短视启发式算法、静态确定性近似算法、两阶段启发式算法和损耗率启发式算法分别在ER和LS模型中捆绑和定价决策的有效性和稳健性,结果表明在产品数量不多时两阶段算法是最佳选择,在产品数量较多或者顾客对产品捆绑价格敏感性较低时损耗率算法中的DRO算法更有效.分析有助于选择合适的算法对捆绑包结构和捆绑包价格进行计算.We illustrate the complexity of the dynamic packaging problem for ER and LS model through three-product case. Propose heuristic approaches to solve dynamic packaging and pricing problem. We use an extensive numerical study to test the effectiveness of packaging and pricing/packaging heuristics for ER and LS model, which is myopic packaging and pricing heuristic, static deterministic approximation, a two-stage heuristic and the depletion ratio heuristic. We denote by the two-stage approach is best when the products are limited in number. On the other hand, the DRO heuristic may be a much more effective policy in cases in which the number of products is high or the estimated customer price sensitivity for product packages is low. It is helpful for select an appropriate approach to solve the combinatorial optimization problem.

关 键 词：动态定价 在线捆绑 服务产品 算法分析 

分 类 号：F274[经济管理—企业管理] F224[经济管理—国民经济]