零售商多种价格策略下的最优订购模型  

Optimal ordering strategy for retailers under multiple-price strategy

作　　者：孟志青[1] 牧云志[1,2] 徐蕾艳 郑敏超 MENG Zhi-qing;MU Yun-zhi;XU Lei-yan;ZHENG Min-chao(School of Management,Zhejiang University of Technology,Hangzhou 310023,China;Keyi College of Zhejiang Sci-Tech University,Shaoxing 312369,China;Academic Affairs Office,Zhejiang University of Finance and Economics,Hangzhou 310018,China)

机构地区：[1]浙江工业大学管理学院,杭州310023 [2]浙江理工大学科技与艺术学院,浙江绍兴312369 [3]浙江财经大学教务处,杭州310018

出　　处：《控制与决策》2020年第5期1231-1239,共9页Control and Decision

基　　金：国家自然科学基金项目(11871434)。

摘　　要：同种产品以多种价格同时销售(多种价格策略)是零售商常用的折扣策略,为了找到多种价格策略下零售商实现期望利润最大化的订购量,对经典报童模型进行拓展,分别从无订购量约束和订购量约束两方面进行研究和讨论.在多种价格对应消费者需求不确定情况下建立一个新的报童模型,使用拉格朗日乘子法求解订购量约束问题,并设计近似最优总订购量的求解算法.数值分析结果表明:多种价格策略优于单一价格策略,订购量约束对零售商多种价格策略的选择会产生影响;在有订购量约束情况下,零售商的多种价格策略还会受到价格折扣系数、需求差异性的影响.It is a popular discount strategy for retailers to sell the same product at multiple prices simultaneously(multipleprice strategy).In order to determine the order quantity of the retailer such that the expected profit is maximized,the classical newsboy problem is extended,and a new newsboy model is established wherein multiple prices correspond to uncertain consumer demand.Two aspects of with and without order quantity constraint are discussed respectively.The Lagrangian multiplier method is applied to solve the order quantity constraint problem,and an algorithm for solving the approximate optimal total order quantity is designed.Numerical results show that the multiple-price strategy is better than a single price strategy,and order quantity constraint has an impact on the choice of the retailers’multiple-price strategy.The retailer’s multiple-price strategy is also affected by the price discount coefficient and the difference in demand in the case of order quantity constraint.

关 键 词：报童问题 最优订购策略 拉格朗日乘子法 多种价格 订购量约束 

分 类 号：F272[经济管理—企业管理] C934[经济管理—国民经济]