替代时隙下网络零售商配送时隙定价策略  

Pricing on time slot with substitution for Internet retailing

作　　者：徐朗[1] 陈淮莉[1] 

机构地区：[1]上海海事大学物流研究中心,上海201306

出　　处：《计算机集成制造系统》2015年第12期3303-3309,共7页Computer Integrated Manufacturing Systems

基　　金：上海市自然科学基金项目(12ZR1412800);上海市教委科研创新项目(12YZ119)~~

摘　　要：在B2C环境下,动态定价是网络零售商解决配送时隙能力不足的重要手段。以网络零售商期望收益最大化为目标,根据客户在线时隙选择随机性的特点,建立了基于Logit模型的选择概率公式,讨论了B2C环境下,配送时隙均可用和某一时隙不可用时客户选择替代时隙的多时隙单次替代选择问题。对建立的期望收益模型,通过证明和数据分析确定了网络零售商的配送时隙最优定价策略,并得出以下结论:在固定配送能力下,随着客户到达订单数的增加,考虑替代下的收益高于不考虑替代时的收益;不受欢迎时隙不可用时的收益高于受欢迎时隙不可用时的收益,因此网络零售商应尽量延长受欢迎时隙开放时间,但是两种情况下收益的增加都是减缓的,说明时隙不可用会导致负面效应;且时隙的预计效用越高,时隙定价越高,网络零售商的收益也越大。In B2 Cenvironment,the dynamic pricing was the key method of Internet retailers for solving insufficient capacity of delivery time slot.To gain maximum expected profit in B2 C,under the randomness of customers＇online time slot choice,the Logit-based probability choice model was introduced,and the multi-time slots with single substitution problem was discussed with the availability and unavailability of time slots.The expected profit model was proved and numerically analyzed to determine the optimal polices of delivery time slots.Thus the following conclusion were drawn：with the fixed capabilities and increasing order volume,the gains under substitution of time slots was higher than that with no substitution;the gains under the unavailability of unpopular time slot was higher than that under the unavailability of popular ones,so it was better for the online retailing to take methods to extend the opening time of popular time slots,but in both cases the income increased more and more slower,which indicated that the unavailability of time slots could cause negative effects;the higher expected utility of time slot was the higher pricing of time slots and greater income online retailers gains.

关 键 词：网络零售 时隙 选择行为 替代 定价 

分 类 号：F272[经济管理—企业管理] C935[经济管理—国民经济]