不确定需求下零售商最优定价订购联合决策  

Joint Optimal Pricing and Ordering Decisions for the Retailer with Uncertain Demand

作　　者：张圣忠[1] 田爱玄 李继东 ZHANG Shengzhong;TIAN Aixuan;LI Jidong(School of Economics and Management,Chang′an University,Xi′an 710064,China)

机构地区：[1]长安大学经济与管理学院,陕西西安710064

出　　处：《武汉理工大学学报（信息与管理工程版）》2020年第2期128-134,共7页Journal of Wuhan University of Technology：Information & Management Engineering

基　　金：教育部新世纪优秀人才支持计划基金项目(NCET-11-0716)。

摘　　要：在加性需求模式和乘性需求模式下,运用不确定理论,将市场需求设为不确定变量,研究不确定需求下零售商最优定价与订购联合决策问题,并证明最优决策的存在性和唯一性,分析价格敏感因子及市场需求扰动项方差对零售商最优决策及期望利润的影响。结果表明,加性需求模式下,价格敏感因子越大,零售商越倾向低销售价格、低订货量的联合决策;而乘性需求模式下,随着价格敏感因子的增大,零售商由低销售价格、高订货量的联合决策转变为低销售价格、低订货量的联合决策。此外,加性需求模式下,当价格敏感因子较小时,随着市场需求扰动项方差的增大,零售商最优订购量增大,而期望利润减小;当价格敏感因子较大时,随着市场需求扰动项方差的增大,零售商最优订购量及期望利润均降低。This paper discusses the retailer′s joint optimal pricing and ordering decisions under two demand models:additive demand model and multiplicative demand model.The uncertain theory is used to model the uncertain demand and the existence and uniqueness of the decisions are proven.Then,the effect of price sensitivity factor and variance of market demand disturbance on optimal decisions and expected profit of the retailer are explored.It is found that,with the increase of price sensitivity factor,the retailer tends to lower sales price and lower order quantity in the additive model.And in the multiplicative demand model,the optimal joint decisions will change from the combination of the lower sales price and higher order quantity to the combination of lower sales price and lower order quantity.In addition,in the additive model,when the price sensitivity factor is low,as the variance of the market demand disturbance increases,the optimal order quantity increases while the expected profit decreases;when the price sensitivity factor is high,the optimal order quantity and expected profit are reduced with the increase of the variance of market demand disturbance.

关 键 词：报童模型 最优定价 订购 联合决策 不确定理论 不确定需求 需求依赖价格 

分 类 号：F235.4[经济管理—会计学] O29[经济管理—国民经济]