服务机制设计与顾客分类服务定价研究  

Service mechanism design and service pricing for customers segmentation

作　　者：刘健[1] 张帅 赵洪款 李兆斌 LIU Jian;ZHANG Shuai;ZHAO Hongkuan;LI Zhaobin(School of Economics and Management,Nanjing University of Science and Technology,Nanjing 210094,China;School of Economics and Management,Nanjing University of Aeronautics and Astronautics,Nanjing 211106,China)

机构地区：[1]南京理工大学经济管理学院,江苏南京210094 [2]南京航空航天大学经济管理学院,江苏南京211106

出　　处：《管理工程学报》2020年第1期86-93,共8页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71671092、71301075);江苏省自然科学基金资助项目(BK20130770);中国博士后国际交流计划派出项目(21040072);江苏省博士后科研资助计划项目(1501040A)。

摘　　要：服务能力与需求的匹配是服务运作管理的核心问题,当服务能力与需求不匹配或服务效率出现波动时,等待就会产生。排队是服务管理中的重要问题,本文针对单个服务系统排队(M/M/1)问题,基于顾客等待时间成本(顾客时间价值)均匀分布和收入函数分布,从企业收益与顾客效用两个视角出发分别进行研究。首先,通过顾客效用选择建立顾客等待时间成本与队列之间的对应关系,以此为基础构建相应的服务定价函数和目标函数。研究表明,针对垄断型(顾客不能自由离开)服务系统和非垄断型(顾客能够自由离开)服务系统,服务提供商都应通过对顾客采取分类服务获得最大收益;接着,给出了对顾客进行分类服务的最优定价值、优先权顾客与普通顾客的最优比例及相应的企业最大收益值;最后,从顾客效用最大化视角,在两类服务系统(垄断型与非垄断型)下服务提供商都应取消顾客分类服务(仅保留一种顾客)。本文研究对顾客分类服务定价具有重要的指导意义和实际应用价值。Matching capacity with demand is a central theme in service operations management.Waiting occurs when capacity-demand mismatch happens,either due to insufficient long-term capacity or short-term fluctuations in-service load.Queuing is a significant issue in the service operation.There is a limited server capacity,and customers are heterogeneous in their waiting queue.The service provider usually segments customers into different classes and provides prioritized services based on this classification.Customers segmentation(classification service of customers)will reduce some customers’waiting times and further improve satisfaction to extract the maximum revenue.How to design a scientific queuing mechanism for heterogeneous time-sensitive customers to extract the maximum revenue and customers’utility for the service provider?In this paper,we exact analysis of a non-preemptive M/M/1 queue problem based on the customers’waiting cost(the time value of customers)follow a uniform distribution.We study both a monopoly service system(customers cannot leave the system)and a non-monopoly service system(customers are allowed free to leave the system and choose not to join any of the queues),respectively.From the perspective of revenue maximization and utility maximization,we study,analyze and explore when it’s optimal for the service provider to charge for priority service,and when it’s optimal for the service provider to provide only one type of service and not prioritize.In the first part,by comparing the total utility of customers joining different queues,we will build the corresponding relationships between waiting costs and queues for customers.On this basis,the function of the priority fee for customer segmentation is constructed.Then,we will also obtain the function of the firm’s revenue and optimize it to get the optimal results.The results indicate that the service provider should take customers segmentation by charging a priority service fee and keeping two queues in both service systems to gain maximum

关 键 词：服务系统 排队论 顾客分类 定价策略 目标优化 

分 类 号：F224[经济管理—国民经济]