O2O商家组合定价模型研究  

Bundle pricing model of O2O retailer

作　　者：何勇[1] 陈旭辉 刘莉[1] 郭晓彤 HE Yong;CHEN Xuhui;LIU Li;GUO Xiaotong(School of Economics and Management,Southeast University,Nanjing 211189,China)

机构地区：[1]东南大学经济管理学院,江苏南京211189

出　　处：《管理工程学报》2024年第6期216-229,共14页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金项目(72171047、71771053);江苏省自然科学基金项目(BK20201144)。

摘　　要：O2O模式作为互联网商业模式的一大创新,已经成为人民生活和国家经济发展中不可或缺的重要组成部分。本文从商家视角出发,研究了消费者剩余和商家利润双重目标最大化下的商品组合与定价问题。本文应用NSGA-Ⅱ遗传算法对线上与线下消费者剩余和商家利润进行优化求解,通过算例验证进化10~20代后,结果趋于平稳,线上与线下消费者剩余和商家利润分别提升约12.8%、13.7%、27.5%和25.8%。该算法在优化组合类问题上具有较强适应性,同时通过调整变量进一步验证了算法的性能与稳定性。结果表明,如果不考虑线上服务带来的时间便利性正效用,且在本文基准案例中消费者预算及起送价保持不变的情景下,当线下订单占主体时,消费者总剩余会得到略微提升;当消费者预算增加时,商家利润和消费者剩余也会提高并总体保持相对平稳,预算区间的增加能够更大程度地促进商家利润和消费者总剩余的提升。为防止过多的种类和数量捆绑生成大量无效无意义组合,本文案例中用于组合的商品种类及数量被控制在5种内,使得算力得到优化并形成了较为可靠的结论。As a major innovation in Internet business model,O2O mode integrates the information advantage of Internet platforms with traditional commercial retail to provide both online and offline dual-channel services,which has become an indispensable part of people′s daily life and social-economic development.In addition,it is quite common to combine different items as a bundle product in retail business.The sales generated by bundle products tend to be higher than those by items sold separately due to their lower price than the sum of individual items in the portfolio.Despite the fact that bundling reduces the total price of individual items,increase in both sales and average transaction value makes up for such loss,which further helps to achieve the purpose of small profits but quick turnover or even excessive profits.Therefore,in terms of retailers,bundling enables to expand market demand and reduce transaction cost arising from sales of individual items,thus increasing their profits.And it also enables consumers to save their search costs and average purchase cost for single items,thus resulting in higher consumer effectiveness.Hence,how to make portfolios and their according prices is an issue that should be urgently considered by retailers.This paper explores product portfolio and pricing issues aiming at maximizing consumer surplus and retailer′s profits from the perspective of O2O retailers,intending to provide valuable assistance and reference for retailers to select appropriate product portfolio and pricing.In the first part,in view of the characteristics of online and offline sales,this paper models the combination and pricing of bundle goods for O2O retailers and obtains two objective functions and multiple constraints required to be separately optimized by consumers and O2O retailers whose respective goals are to maximize consumer surplus and business profits.In addition,constraints are manifested in consumer surplus,choice,budget,cost,combination,and distribution.Furthermore,the NSGA-Ⅱalgorithm utiliz

关 键 词：O2O模式 捆绑销售 组合定价 NSGA-Ⅱ遗传算法 

分 类 号：F272.3[经济管理—企业管理]