面向策略型客户的企业产品库存和定价决策研究  

Research on inventory and pricing strategies in the presence of strategic customers

作　　者：金鑫[1] 王飞帆[1] 王正肖[1] 

机构地区：[1]浙江大学机械工程学院,浙江杭州310027

出　　处：《机电工程》2015年第12期1544-1548,共5页Journal of Mechanical & Electrical Engineering

基　　金：国家科技支撑计划资助项目(2013BAF02B10)

摘　　要：针对不确定需求下企业的产品补货策略和定价策略的问题,对不同价格折扣的客户行为进行了分析,建立了企业决策和客户行为相互影响的博弈论模型,求出了企业的最优库存量、最优产品价格和不同价格折扣的客户的选择行为的解析表达式,并利用两个具体的算例对均衡解的性质进行了进一步的分析。研究结果表明,对于产品价格较高、客户价格折扣较大的企业,该博弈论模型能帮助其更好地应对客户的理性选择行为。Game model is established with mutual relation between enterprise decision and customer behavior included. According to product inventory and pricing decision where demands are uncertain, customer behavior under different price discount was analyzed. Analytical expressions of the optimal inventory, optimal product price, and customer＇s choice to different discount were obtained. The properties of equilibrium solution of the game model are further analyzed by two case studies. The result of the study suggests that the game model is beneficial to enterprise with high product price and price discount, This model helps enterprise better deal with customers＇ rational selection.

关 键 词：策略型客户 折扣分布 库存策略 定价策略 纳什均衡 

分 类 号：F272.2[经济管理—企业管理] TH186[经济管理—国民经济]