| 基于战略顾客行为的最优定价与容量选择模型 |
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| 引用本文： | 黄松,杨超. 基于战略顾客行为的最优定价与容量选择模型[J]. 运筹与管理, 2014, 23(3): 16-24 |
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| 作者姓名： | 黄松 杨超 |
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| 作者单位： | 1.华南农业大学 经济管理学院,广东 广州 510642;2.华中科技大学 管理学院,湖北 武汉 430074 |
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| 基金项目： | 国家自然科学基金资助项目(71301055,71172093);教育部人文社会科学研究青年基金项目(13YJC630054) |
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| 摘 要： | 研究了当市场中同时存在战略顾客和短视顾客时零售商的最优定价与容量选择问题。零售商在正常销售阶段和出清销售阶段制定不同的销售价格,同时通过容量选择影响战略顾客的购买行为,而战略顾客则根据零售商的定价和容量选择确定最优购买时机。分别分析了零售商在无限容量时的定价决策、固定价格时的容量选择、固定容量时的定价决策以及有限容量下的定价与容量选择四种情形。研究结果表明,零售商在无容量限制时的最优定价决策是制定两阶段定价策略,在固定价格时的最优容量选择依赖于模型的参数,而当零售商的容量固定时,部分满足出清销售阶段的顾客需求始终优于完全满足出清销售阶段的顾客需求。
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| 关 键 词： | 收益管理 容量选择 定价 战略顾客行为 |
| 收稿时间： | 2012-02-22 |
Optimal Pricing and Capacity Choice Model with Strategic Customer Behavior |
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| HUANG Song,YANG Chao. Optimal Pricing and Capacity Choice Model with Strategic Customer Behavior[J]. Operations Research and Management Science, 2014, 23(3): 16-24 |
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| Authors: | HUANG Song YANG Chao |
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| Affiliation: | 1. College of Economics and Management, South China Agricultural University, Guangzhou 510642, China;2. School of Management, Huazhong University of Science & Technology, Wuhan 430074, China |
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| Abstract: | The retailer's optimal pricing and capacity choice problem is investigated when there are both strategic customers and myopic customers in the market. The retailer determines different prices in the regular period and clearance period, and limits the availability of the product by creating rationing risk via capacity choice. The strategic customer times their purchases in respond to the retailer's pricing policy and capacity choice. The four cases, which are pricing policy with infinite capacity, capacity choice with fixed prices, pricing policy with finite capacity and optimizing both prices and capacity, are investigated, respectively. The research illustrates that the optimal pricing policy with infinite capacity is to segment the market by determining different prices in the regular period and clearance period; the optimal capacity choice with fixed prices is dependent on the parameters of the model; and in the case of pricing policy with finite capacity, it is always optimal for the retailer to partially serve the demand in the clearance demand than to serve all the demand in the clearance period. |
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| Keywords: | revenue management capacity choice pricing strategic customer behavior |
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