考虑预付定金和退货的SMPEs产品定价与优化策略

借鉴中小制造型企业(SMPEs)在线渠道预售模式,考虑市场中存在预付订金和不预付订金的顾客,并将其退货情况引入到生产商利润表达式中,构建确定性和随机性市场需求下的SMPEs产品销售利润最大化模型,推导生产商产品最优定价的解析解;对比两种销售模式的利润,得到了生产商选择不同销售策略的条件。进一步考虑预付定金的产品数量、预交定金比例、退货数量是关于价格折扣敏感的情况,采用拉格朗日乘子法对生产商产品定价及优化问题进行研究,分析求得生产商销售策略(产品定价和价格折扣)的近似最优解。最后,通过数值算例对研究结论进行了验证并给出经济学解释。

Product Pricing and Optimization Strategy of SMPEs with Customer Prepayment and Returns

Based on advance booking online of Small and Medium-sized producing Enterprises(SMPEs)with customers(prepaid and non prepaid), this paper researches the optimal pricing for maximizing the profit of the manufacturer under the demand function of certainty and randomness considering returns. Comparing the profits of the two sales modes, the criteria for manufacturers to choose different strategies are obtained. The quantity of products, the proportion of prepaid and the return which is sensitive to the price discount are further considered. The Lagrange multiplier is used to study the pricing and optimization of the manufacturer's products, and the approximate optimal solutions(pricing and discount)of manufacturer are obtained. Finally, a numerical is given to verify above conclusions and economic explanations are shown.