新鲜度差异下两种可替代生鲜品的多阶段定价策略研究  

Multi-stage Pricing Strategy for Two Alternative Fresh Products under Difference of Freshness

作　　者：徐兵[1,2] 李慧芳 XU Bing;LI Huifang(Center for Central China Economic Development Research,Nanchang University,Nanchang 330031,China;School of Management,Nanchang University,Nanchang 330031,China)

机构地区：[1]南昌大学中国中部经济社会发展研究中心,江西南昌330031 [2]南昌大学管理学院,江西南昌330031

出　　处：《工业工程》2021年第4期10-19,共10页Industrial Engineering Journal

基　　金：国家自然科学基金资助项目(71561018);2017年度教育部人文社会科学重点研究基地重大资助项目(17JJD790012);江西省高校人文社会科学重点研究基地资助项目(JD1501)。

摘　　要：研究单个零售商销售2种可替代生鲜产品时的价格决策,建立3种定价策略下的决策模型,得到2种产品的最优固定价格、最优折扣价格和最优捆绑价格售价;通过数值仿真分析影响零售商价格决策的因素及其影响大小。研究结果表明,3种策略下产品价格都与产品新鲜度临界值同方向变化;最优固定价格随销售期临近度的增大而变高;对比3种策略下零售商的利润发现,有时捆绑价格是占优策略,有时折扣价格是占优策略,参数的大小是关键因素。Considering the pricing problem of one retailer selling two alternative fresh products,multi-stage decision models are constructed respectively under three pricing strategies.The optimal fixed price,optimal discount price and optimal bundling price are obtained.The factors impacting on retailer’s selection of pricing strategy are analyzed together with its influence degrees by using the numerical simulation.The study results shows that along with the increase of the freshness threshold,the product selling price rises under three strategies;and the optimal fixed price rise when the sales period proximity increases.Comparing the profits of retailer under three strategies,sometimes the bundling pricing is dominant strategy,sometimes the discount pricing is the dominant strategy,and the parameters are the key influence factors.

关 键 词：可替代生鲜品 多阶段定价策略 捆绑销售 决策模型 

分 类 号：F272.3[经济管理—企业管理]