考虑战略顾客行为的制造商成本削减及定价策略
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摘要
基于战略顾客的等待特性,构建了考虑制造商成本削减的两阶段决策模型,采用动态规划方法及理性预期均衡理论,得到了在价格不变、动态定价和价格承诺策略下制造商的最优定价与投资决策,分析了顾客的耐心程度对最优决策及利润的影响.结果表明,随着顾客耐心程度的增加,在动态定价和价格承诺策略下,第一期价格的变化受到成本削减投资有效性和初始生产成本的共同影响.相对于动态定价与价格不变策略,价格承诺策略更能抑制顾客的战略等待行为,为制造商带来更高的利润.
Based on the waiting behavior of strategic customers, a two-stage model is established to investigate a manufacturer's cost reduction and pricing decisions. Using dynamic programming and rational expectation equilibrium theory, the optimal prices and cost reduction levels are derived under invariant pricing, dynamic pricing, and price commitment strategy, respectively. The impacts of the degree of strategic behavior of the consumers on the optimal decisions and expected profit are examined. The results indicate that, for both the dynamic pricing and price commitment strategies, as the degree of strategic behavior of the consumers increases, the change in the price in the first period depends both on the efficiency coefficient in cost reduction and the initial production cost. The price commitment strategy can lead to a higher profit among the three pricing strategies.
Based on the waiting behavior of strategic customers, a two-stage model is established to investigate a manufacturer's cost reduction and pricing decisions. Using dynamic programming and rational expectation equilibrium theory, the optimal prices and cost reduction levels are derived under invariant pricing, dynamic pricing, and price commitment strategy, respectively. The impacts of the degree of strategic behavior of the consumers on the optimal decisions and expected profit are examined. The results indicate that, for both the dynamic pricing and price commitment strategies, as the degree of strategic behavior of the consumers increases, the change in the price in the first period depends both on the efficiency coefficient in cost reduction and the initial production cost. The price commitment strategy can lead to a higher profit among the three pricing strategies.
引文
[1]Su X,Zhang F.Strategic customer behavior,commitment,and supply chain performance.Management Science,2008,54(10):1759-1773.
[2]OzerO,Zheng Y.Markdown or everyday low price:The role of behavioral motives.Management Science,2015,62(2):326-346.
[3]Li T,Yu M.Coordinating a supply chain when facing strategic consumers.Decision Sciences,2017,48(2):336-355.
[4]Aviv Y,Pazgal A.Optimal pricing of seasonal products in the presence of forward-looking consumers.Manufacturing&Service Operations Management,2008,10(3):339-359.
[5]Wang Y,Niu B,Guo P.The comparison of two vertical outsourcing structures under push and pull contracts.Production and Operations Management,2014,23(4):610-625.
[6]环球网.丰田致力于降低生产成本重点投资新技术研发.http://auto.huanqiu.com/globalnews/2017-11/11372017.html?agt=46.2017-11-13.Huanqiu.com.Toyota is committed to reducing production costs,focusing on investment in new technology research and development.http://auto.huanqiu.com/globalnews/2017-11/11372017.html?agt=46.2017-11-13.(in Chinese)
[7]Ha A Y,Tian Q,Tong S.Information sharing in competing supply chains with production cost reduction.Manufacturing&Service Operations Management,2017,19(2):246-262.
[8]Gilbert S M,Cvsa V.Strategic commitment to price to stimulate downstream innovation in a supply chain.European Journal of Operational Research,2003,150(3):617-639.
[9]Sin B.2013 PS Vita price cut results in sales quadrupling.SlashGear(March 5,2015),http://www.slashgear.com/ps-vita-pricecutresults-in-sales-quadrupling-05272698/.
[10]Papanastasiou Y,Savva N.Dynamic pricing in the presence of social learning and strategic consumers.Management Science,2017,63(4):919-939.
[11]Liu Q,Zhang D.Dynamic pricing competition with strategic customers under vertical product differentiation.Management Science,2013,59(1):84-101.
[12]刘晓峰,黄沛.基于策略型消费者的最优动态定价与库存决策.管理科学学报,2009,12(5):18-26.Liu X F,Huang P.Optimal dynamic pricing and inventory policy under strategic customers.Journal of Management Sciences In China,2009,12(5):18-26.(in Chinese)
[13]毕功兵,王怡璇,丁晶晶.存在替代品情况下考虑消费者策略行为的动态定价.系统工程学报,2013:28(1):47-54.Bi G B,Wang Y X,Ding J J.Dynamic pricing based on substitutes and strategic consumers.Journal of Systems Engineering,2013,28(1):47-54.(in Chinese)
[14]陈雯,徐贤浩,彭红霞.基于策略消费者行为的限量与价格承诺.系统工程学报,2013,28(3):307-315.Chen W,Xu X H,Peng H X.Rationing and pricing commitment in the presence of strategic customers.Journal of Systems Engineering,2013,28(3):307-315.(in Chinese)
[15]李星北,齐二石.考虑不同风险偏好的供应链企业创新投资决策模型.管理学报,2014,11(10):1514-1519.Li X B,Qi E S.Innovation investment decison models in supply chain with different risk preferences.Chinese Journal of Management,2014,11(10):1514-1519.(in Chinese)
[16]田巍,张子刚,刘宁杰.零售商竞争环境下上游企业创新投入的供应链协调.系统工程理论与实践,2008,28(1):64-70.Tian W,Zhang Z G,Liu N J.Study on supply chain coordination of upstream innovation investment when retailers compete.System Engineering:Theory and Practice,2008,28(1):64-70.(in Chinese)
[17]陈树桢,熊中楷,李根道,等.考虑创新补偿的双渠道供应链协调机制研究.管理工程学报,2011,25(2):45-52.Chen S Z,Xiong Z K,Li G D,et al.Coordination mechanisms based on strategic innovative compensation in dual-channel supply chains.Journal of Industrial Engineering and Engineering Management,2011,25(2):45-52.(in Chinese)
[18]付启敏,刘伟.供应链企业间合作创新的联合投资决策:基于技术不确定性的分析.管理工程学报,2011,25(3):172-177.Fu Q M,Liu W.Joint investment decision making in suppIy chain under supplier’s technology innovation analysis base on technology uncertainty.Journal of Industrial Engineering and Engineering Management,2011,25(3):172-177.(in Chinese)
[19]Iida T.Coordination of cooperative cost-reduction efforts in a supply chain partnership.European Journal of Operational Research,2012,222(2):180-190.
[20]李艳茹,李向辉,张巍巍.基于混合溢出的双寡头R&D合作及政府激励.系统工程学报,2016,31(5):609-617.Li Y R,Li X H,Zhang W W.R&D cooperation between duopoly with mixed spillovers and the corresponding government incentives.Journal of Systems Engineering,2016,31(5):609-617.(in Chinese)
[21]Yoon D H.Supplier encroachment and investment spillovers.Production and Operations Management,2016,25(11):1839-1854.
[22]Cachon G P,Feldman P.Price commitments with strategic consumers:Why it can be optimal to discount more frequently...than optimal.Manufacturing&Service Operations Management,2015,17(3):399-410.
[23]Shum S,Tong S,Xiao T.On the impact of uncertain cost reduction when selling to strategic customers.Management Science,2017,63(3):843-860.
[24]Ahmadi R,Iravani F,Mamani H.Supply chain coordination in the presence of gray markets and strategic consumers.Production and Operations Management,2017,26(2):252-272.
[25]张新鑫,侯文华,申成霖.消费者行为、市场进入威胁与战略性设计架构.系统工程学报,2016,31(4):441-450.Zhang X X,Hou W H,Shen C L.Consumer behavior,market entry threaten and strategic product-design architecture.Journal of Systems Engineering,2016,31(4):441-450.(in Chinese)
[26]Cachon G P,Swinney R.Purchasing,pricing,and quick response in the presence of strategic consumers.Management Science,2009,55(3):497-511.
[27]Cachon G P,Swinney R.The value of fast fashion:Quick response,enhanced design,and strategic consumer behavior.Management science,2011,57(4):778-795.
[28]Muth J F.Rational expectations and the theory of price movements.Econometrica:Journal of the Econometric Society,1961:315-335.
[2]OzerO,Zheng Y.Markdown or everyday low price:The role of behavioral motives.Management Science,2015,62(2):326-346.
[3]Li T,Yu M.Coordinating a supply chain when facing strategic consumers.Decision Sciences,2017,48(2):336-355.
[4]Aviv Y,Pazgal A.Optimal pricing of seasonal products in the presence of forward-looking consumers.Manufacturing&Service Operations Management,2008,10(3):339-359.
[5]Wang Y,Niu B,Guo P.The comparison of two vertical outsourcing structures under push and pull contracts.Production and Operations Management,2014,23(4):610-625.
[6]环球网.丰田致力于降低生产成本重点投资新技术研发.http://auto.huanqiu.com/globalnews/2017-11/11372017.html?agt=46.2017-11-13.Huanqiu.com.Toyota is committed to reducing production costs,focusing on investment in new technology research and development.http://auto.huanqiu.com/globalnews/2017-11/11372017.html?agt=46.2017-11-13.(in Chinese)
[7]Ha A Y,Tian Q,Tong S.Information sharing in competing supply chains with production cost reduction.Manufacturing&Service Operations Management,2017,19(2):246-262.
[8]Gilbert S M,Cvsa V.Strategic commitment to price to stimulate downstream innovation in a supply chain.European Journal of Operational Research,2003,150(3):617-639.
[9]Sin B.2013 PS Vita price cut results in sales quadrupling.SlashGear(March 5,2015),http://www.slashgear.com/ps-vita-pricecutresults-in-sales-quadrupling-05272698/.
[10]Papanastasiou Y,Savva N.Dynamic pricing in the presence of social learning and strategic consumers.Management Science,2017,63(4):919-939.
[11]Liu Q,Zhang D.Dynamic pricing competition with strategic customers under vertical product differentiation.Management Science,2013,59(1):84-101.
[12]刘晓峰,黄沛.基于策略型消费者的最优动态定价与库存决策.管理科学学报,2009,12(5):18-26.Liu X F,Huang P.Optimal dynamic pricing and inventory policy under strategic customers.Journal of Management Sciences In China,2009,12(5):18-26.(in Chinese)
[13]毕功兵,王怡璇,丁晶晶.存在替代品情况下考虑消费者策略行为的动态定价.系统工程学报,2013:28(1):47-54.Bi G B,Wang Y X,Ding J J.Dynamic pricing based on substitutes and strategic consumers.Journal of Systems Engineering,2013,28(1):47-54.(in Chinese)
[14]陈雯,徐贤浩,彭红霞.基于策略消费者行为的限量与价格承诺.系统工程学报,2013,28(3):307-315.Chen W,Xu X H,Peng H X.Rationing and pricing commitment in the presence of strategic customers.Journal of Systems Engineering,2013,28(3):307-315.(in Chinese)
[15]李星北,齐二石.考虑不同风险偏好的供应链企业创新投资决策模型.管理学报,2014,11(10):1514-1519.Li X B,Qi E S.Innovation investment decison models in supply chain with different risk preferences.Chinese Journal of Management,2014,11(10):1514-1519.(in Chinese)
[16]田巍,张子刚,刘宁杰.零售商竞争环境下上游企业创新投入的供应链协调.系统工程理论与实践,2008,28(1):64-70.Tian W,Zhang Z G,Liu N J.Study on supply chain coordination of upstream innovation investment when retailers compete.System Engineering:Theory and Practice,2008,28(1):64-70.(in Chinese)
[17]陈树桢,熊中楷,李根道,等.考虑创新补偿的双渠道供应链协调机制研究.管理工程学报,2011,25(2):45-52.Chen S Z,Xiong Z K,Li G D,et al.Coordination mechanisms based on strategic innovative compensation in dual-channel supply chains.Journal of Industrial Engineering and Engineering Management,2011,25(2):45-52.(in Chinese)
[18]付启敏,刘伟.供应链企业间合作创新的联合投资决策:基于技术不确定性的分析.管理工程学报,2011,25(3):172-177.Fu Q M,Liu W.Joint investment decision making in suppIy chain under supplier’s technology innovation analysis base on technology uncertainty.Journal of Industrial Engineering and Engineering Management,2011,25(3):172-177.(in Chinese)
[19]Iida T.Coordination of cooperative cost-reduction efforts in a supply chain partnership.European Journal of Operational Research,2012,222(2):180-190.
[20]李艳茹,李向辉,张巍巍.基于混合溢出的双寡头R&D合作及政府激励.系统工程学报,2016,31(5):609-617.Li Y R,Li X H,Zhang W W.R&D cooperation between duopoly with mixed spillovers and the corresponding government incentives.Journal of Systems Engineering,2016,31(5):609-617.(in Chinese)
[21]Yoon D H.Supplier encroachment and investment spillovers.Production and Operations Management,2016,25(11):1839-1854.
[22]Cachon G P,Feldman P.Price commitments with strategic consumers:Why it can be optimal to discount more frequently...than optimal.Manufacturing&Service Operations Management,2015,17(3):399-410.
[23]Shum S,Tong S,Xiao T.On the impact of uncertain cost reduction when selling to strategic customers.Management Science,2017,63(3):843-860.
[24]Ahmadi R,Iravani F,Mamani H.Supply chain coordination in the presence of gray markets and strategic consumers.Production and Operations Management,2017,26(2):252-272.
[25]张新鑫,侯文华,申成霖.消费者行为、市场进入威胁与战略性设计架构.系统工程学报,2016,31(4):441-450.Zhang X X,Hou W H,Shen C L.Consumer behavior,market entry threaten and strategic product-design architecture.Journal of Systems Engineering,2016,31(4):441-450.(in Chinese)
[26]Cachon G P,Swinney R.Purchasing,pricing,and quick response in the presence of strategic consumers.Management Science,2009,55(3):497-511.
[27]Cachon G P,Swinney R.The value of fast fashion:Quick response,enhanced design,and strategic consumer behavior.Management science,2011,57(4):778-795.
[28]Muth J F.Rational expectations and the theory of price movements.Econometrica:Journal of the Econometric Society,1961:315-335.
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