收入管理的MMV动态拍卖机制研究

随着互联网上交易的增多,多单位同质产品销售的拍卖机制成为了一个新的研究方向.针对易逝性服务产品的收入管理问题,提出将产品销售分为多个拍卖期的MMV(Multi-period and Multi-unit Vickrey(Auction with Reserve Pricing)动态拍卖机制,给出每期最优拍卖单位数和保留价格的确定方法,证明了最优拍卖单位数分别关于剩余存量和销售时间单增的性质,以及保留价格关于剩余存量的单降性.最后证明MMV机制的每期实际成交价格将高于Vulcano(2002)提出的MSP(Modified Second-Price)机制,根据易逝性服务产品的需求特点得到MMV机制优于MSP机制的结论.

MMV Dynamic Auction Mechanism in Revenue Management

With the increase of e-trades on Internet,the auction mechanism to sell multiple-unit homogeneous product becomes a new research direction.In the light of the revenue management in perishable service product,this paper suggests a MMV dynamic auction mechanism which decomposes the product sales into multiple auction stages,proposes the methods to determine the optimal auction unit and retained price,and proves that the optimal auction unit is monotone increasing as the increase of the residual capacity and the sales time respectively,the retained price is monotone decreasing as the increase of the residual capacity.Finally,it proves that the actual closed price under the MMY mechanism will be higher than that under the MSP mechanism proposed in Vulcano(2002),and concludes that according to the demand characteristics of perishable service product,MMV is better than MSP.