新零售背景下生鲜产品定价与库存策略  

Pricing and Inventory Strategies of Fresh Products in New Retail Environment

作　　者：宋志兰 文评 SONG Zhilan;WEN Ping(School of Logistics,Yunnan University of Finance&Economics,Kunming 650221,China)

机构地区：[1]云南财经大学物流学院物流工程系,云南昆明650221 [2]云南财经大学物流学院,云南昆明650221

出　　处：《物流技术》2021年第7期89-94,共6页Logistics Technology

摘　　要：基于新零售背景,利用两阶段定价及库存策略模型,研究生鲜产品定价及库存优化。结果显示:库存的持有成本h和保持正价时间t与最佳订货批量有关,在其他条件不变的情况下,订货批量与库存持有成本呈反比,与时间t呈正比;灵敏度分析发现时间t与利润和订货批量呈正相关。时间t越长,商家的利润以及订货批量都越大。因此提出:采用两阶段定价,即在时间t内产品按照原价进行销售,在t到保质期范围内,产品开始进行打折促销,有助于减少成本,提高利润;通过确定最佳订货批量和折扣减少库存量,降低库存成本,可以使商家实现利润增长。In this paper,with new retail as the background and using a two-stage pricing and inventory strategy model,we studied the optimal pricing and inventory of fresh products,through which,we found that the inventory holding cost h and the time to maintain the regular price t were related to the optimal order quantity;with other conditions unchanged,the order quantity was inversely proportional to h,and directly proportional to t;through sensitivity analysis,we found that t was positively correlated with profit and order quantity,where longer t coincided with higher profit and larger order quantity for the sellers.Therefore,we advise to adopt two-stage pricing,that is,to sell the products at original price within t and at discount price from t up to shelf life,by which we could reduce cost and improve profit.By determining the optimal order quantity and leveraging discount to reduce inventory,we could realize lower inventory costs and higher profit growth for the sellers.

关 键 词：新零售 生鲜电商 生鲜产品 两阶段定价 库存策略 

分 类 号：F724.6[经济管理—产业经济] F274