考虑策略型消费者和退货的零售商降价促销决策研究

基于零售商降价促销问题,引入策略型消费者,考虑到异质性消费者有可能对商品不满意,构建两期决策模型,旨在从退货和价格路径优化两方面提高零售商利润。研究给出(不)允许退货时,零售商面对策略型消费者的定价建议,指出零售商制定价格要在一定程度上参考商品类型。订货量相同时,给出策略型消费者降低零售商的期望利润的条件;面对短视型或者策略型消费者时,允许退货可在特定条件下提升零售商利润。消费者退货成本越高,对策略型消费者消极影响的抑制作用越明显,零售商的利润增长越显著。最后,通过数值算例分析了在两种退货决策以及不同退货成本下产品类型对零售商定价的影响,以及退货措施对策略型消费者消极影响的作用。

Research on the Retailer's Markdown Decisions with Strategic Consumers and Returns

Based on the retailer's markdown promotion problem, this paper has introduced the strategic consumers and considered the heterogeneous consumers may be dissatisfied with the product. A two-period decision-making model is constructed to improve the retailer's profit from two aspects of return and price path optimization. Our study gives pricing suggestions for retailer facing strategic consumers in the case with(without)money-back guarantee. It is found that retailer should refer to commodity types to a certain extent when setting prices. When the order quantity is the same, this paper gives the condition that the behavior of strategic consumers will reduce the retailer's expected profit. When facing myopic consumers or strategic consumers, money-back guarantee can improve the retailer's profits under certain conditions. The higher the return cost of consumers, the more obvious the inhibition of the negative impact on strategic consumers, and the more significant the profit growth of retailer. Finally, numerical examples are made to analyze the effect of the commodity types on the price threshold under two kinds of return decisions and different return costs, our study also shows the inhibitory effect of return measures on the negative influence of strategic consumers.