基于需求外部性和顾客行为偏好的特价产品订货策略研究  

Ordering Strategy of Off-price Merchandise with Demand Externalities and Consumer Preference

作　　者：李淑梅[1] 

机构地区：[1]重庆工商大学融智学院,重庆401320

出　　处：《物流科技》2017年第6期51-54,共4页Logistics Sci-Tech

摘　　要：基于特价商品、相关商品、替代品需求的内在联系,构造三种商品的需求函数,根据特价商品缺货时顾客心理和行为习惯,将顾客分为价格偏好和时间偏好群体,建立需求外部性下顾客等待的易变质特价商品EOQ模型,通过数值仿真研究特价商品的最优定价和订货策略。研究结果表明:当价格偏好者人数偏多时,零售商应降低特价商品价格,降低服务水平,采取饥饿营销策略;当顾客时间和价格敏感因子增大时,应提高特价商品销售价格和服务水平,延长订货周期。As the demand of off-price merchandise has interhal relations with its substitute and other merchandise, the demand functions of three kinds of goods are respectively constructed. And then, consumer waiting behavior is analyzed when off-price merchandise is stockout. Consumers are divided into two group, price preference group and time preference group. EOQ model of off-price merchandise with demand externalities is generated. The retailer＇s optimal pricing and ordering strategy is studied through optimal solution analysis and numerical simulation. It showed when price preference group is big, retailers should make price of off-price merchandise lower, lower standards of service, and take the hunger marketing. When customer＇s time and price sensitive factor becomes bigger, retailers should raise off-price merchandise＇s price and standards of service, and extend order cycle.

关 键 词：需求外部性 特价商品 替代品 短缺量滞后供给 EOQ 

分 类 号：F253.2[经济管理—国民经济]