基于策略消费者行为的最低团购数量决策
|
摘要
考虑短视消费者和策略消费者并存的市场中,策略消费者所占的比例对厂商决策的影响。在市场需求与消费者对产品估价均为随机变量情况下,建立厂商最低团购数量和消费者临界评价值的理性预期均衡模型,研究厂商如何制定合适的最低团购数量以应对策略消费者的持币观望行为,指出厂商团购限量策略的适用范围,并与不限量的厂商决策进行比较。结果表明:策略消费者的比例对厂商的影响与团购价格折扣率的大小有关,厂商采取限量策略时的利润大于不限量策略时的利润,忽略策略消费者的存在会对厂商利润造成较大的损失。最后,以旅游团购为例证明了本文模型的合理性和实用性。
The influences of the fraction of strategic consumers on the decisions of firms were analyzed in a market containing both strategic and myopic consumers. The model in which the manufacturer's minimum bulk quantity and consumers' critical value were rational expectations was established where the market demand and consumers' valuation were both random variables. The minimum quantity of group-purchase was studied to deal with consumers' behavior of staying on the sidelines. The scope of limited strategy was pointed out and compared with unlimited decision. The results show that the influences of the fraction of strategic consumers on the decisions of firms are related to the group price discount rate. The manufacturer's profit in limited strategy is better than that in unlimited strategy. Finally, an example of tourism group purchase is given to verify the rationality and effectiveness of the model.
The influences of the fraction of strategic consumers on the decisions of firms were analyzed in a market containing both strategic and myopic consumers. The model in which the manufacturer's minimum bulk quantity and consumers' critical value were rational expectations was established where the market demand and consumers' valuation were both random variables. The minimum quantity of group-purchase was studied to deal with consumers' behavior of staying on the sidelines. The scope of limited strategy was pointed out and compared with unlimited decision. The results show that the influences of the fraction of strategic consumers on the decisions of firms are related to the group price discount rate. The manufacturer's profit in limited strategy is better than that in unlimited strategy. Finally, an example of tourism group purchase is given to verify the rationality and effectiveness of the model.
引文
[1] Elmaghraby W, Keskinocak E. Dynamic pricing in the presence of inventory considerations: Research overview, current practices, and future directions [J]. Management Science, 2003, 49(10): 1287-1309.
[2] Su X.Intertemporal pricing with strategic customer behavior[J]. Management Science, 2007, 53(5): 726-741.
[3] Liu Q, VanRyzin G J.Strategic capacity rationing to induce early purchases[J]. Management Science, 2008, 54(6): 1115-1131.
[4] Osadchiy N, Vulcano G. Selling with binding reservations in the presence of strategic consumers[J]. Management Science, 2010, 56(12): 2173-2190.
[5] Cachon G R, Swinney R. Purchasing, pricing, and quick response in the presence of strategic consumers[J]. Management Science, 2009, 55(3): 497-511.
[6] Su X, Zhang E. Strategic customer behavior, commitment, and supply chain performance [J]. Management Science, 2008, 54(10): 1759-1773.
[7] Su X, Zhang E. On the value of commitment and availability guarantees when selling to strategic consumers[J]. Management Science, 2009, 55(5): 713-726.
[8] 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[J].管理科学学报, 2009, 12(5): 18-26.
[9] 周振红,陈昀. 基于混合型消费者的最佳库存策略[J]. 系统管理学报, 2014, 23(3): 339-344.
[10] Aviv Y, Pazgal A. Optimal pricing of seasonal products in the presence of forward-looking consumers[J]. Manufacturing Service Operations Management, 2008, 10(3): 339-359.
[11] Su X.Intertemporal pricing with strategic customer behavior[J]. Management Science, 2007, 53(5): 726-741.
[12] Zhou Y P, Fan M, Cho M. Strategic consumer response to dynamic pricing of perishable products [M]. Tang C S, Netessine S. Consumer-Driven Demand and Operations Management Models. New York: Springer, 2009.
[13] 杨慧, 周晶, 宋华明. 考虑消费者短视和策略行为的动态定价研究[J]. 管理工程学报, 2010, 24(4): 133-137.
[14] 刘晓峰, 徐贤浩.消费者策略行为视角下短生命周期产品的定价机制研究[J]. 中国管理科学, 2011, 19(4): 152-158.
[15] 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[J].系统工程学报, 2013, 28(3): 307-315.
[16] 徐贤浩,陈雯,沈古文.天天平价还是动态定价?—基于策略消费者行为的视角[J]. 系统科学与数学, 2011, 31(10): 1163-1173.
[17] Kauffman R J, Wang B. Bid together, buy together: On the efficacy of group-buying business models in internet based selling [M]. Boca Raton: CRC Press, 2002.
[18] Horn V T, Gustafsson N. Demand aggregation through online buying groups[N]. Patent No.:US6631356. Washington, DC: United States Patent Office, 2003-10-07.
[19] Yuan S T, Lin Y H. Credit based group negotiation for aggregate sell/buy in e-markets [J]. Electronic Commerce Research and Applications, 2004, 3(1): 74-94.
[20] Anand K S, Aron R. Group buying on the web: A comparison of price discovery mechanisms [J]. Management Science, 2003,49(11): 1546-1562.
[21] 王求真, 姚倩, 叶盈. 网络团购情景下价格折扣与购买人数对消费者冲动购买意愿的影响机制研究[J]. 管理工程学报, 2014, 28(4): 37-47.
[22] 陈敬贤, 马志强. 零售商团购的二级供应链协调[J]. 系统管理学报, 2014, 23(1): 7-12.
[23] Xiao Y L, Li J M, Lei X, et al. The informational aspect of the group-buying mechanism [J]. European Journal of Operational Research, 2014, 234: 331-340.
[2] Su X.Intertemporal pricing with strategic customer behavior[J]. Management Science, 2007, 53(5): 726-741.
[3] Liu Q, VanRyzin G J.Strategic capacity rationing to induce early purchases[J]. Management Science, 2008, 54(6): 1115-1131.
[4] Osadchiy N, Vulcano G. Selling with binding reservations in the presence of strategic consumers[J]. Management Science, 2010, 56(12): 2173-2190.
[5] Cachon G R, Swinney R. Purchasing, pricing, and quick response in the presence of strategic consumers[J]. Management Science, 2009, 55(3): 497-511.
[6] Su X, Zhang E. Strategic customer behavior, commitment, and supply chain performance [J]. Management Science, 2008, 54(10): 1759-1773.
[7] Su X, Zhang E. On the value of commitment and availability guarantees when selling to strategic consumers[J]. Management Science, 2009, 55(5): 713-726.
[8] 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[J].管理科学学报, 2009, 12(5): 18-26.
[9] 周振红,陈昀. 基于混合型消费者的最佳库存策略[J]. 系统管理学报, 2014, 23(3): 339-344.
[10] Aviv Y, Pazgal A. Optimal pricing of seasonal products in the presence of forward-looking consumers[J]. Manufacturing Service Operations Management, 2008, 10(3): 339-359.
[11] Su X.Intertemporal pricing with strategic customer behavior[J]. Management Science, 2007, 53(5): 726-741.
[12] Zhou Y P, Fan M, Cho M. Strategic consumer response to dynamic pricing of perishable products [M]. Tang C S, Netessine S. Consumer-Driven Demand and Operations Management Models. New York: Springer, 2009.
[13] 杨慧, 周晶, 宋华明. 考虑消费者短视和策略行为的动态定价研究[J]. 管理工程学报, 2010, 24(4): 133-137.
[14] 刘晓峰, 徐贤浩.消费者策略行为视角下短生命周期产品的定价机制研究[J]. 中国管理科学, 2011, 19(4): 152-158.
[15] 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[J].系统工程学报, 2013, 28(3): 307-315.
[16] 徐贤浩,陈雯,沈古文.天天平价还是动态定价?—基于策略消费者行为的视角[J]. 系统科学与数学, 2011, 31(10): 1163-1173.
[17] Kauffman R J, Wang B. Bid together, buy together: On the efficacy of group-buying business models in internet based selling [M]. Boca Raton: CRC Press, 2002.
[18] Horn V T, Gustafsson N. Demand aggregation through online buying groups[N]. Patent No.:US6631356. Washington, DC: United States Patent Office, 2003-10-07.
[19] Yuan S T, Lin Y H. Credit based group negotiation for aggregate sell/buy in e-markets [J]. Electronic Commerce Research and Applications, 2004, 3(1): 74-94.
[20] Anand K S, Aron R. Group buying on the web: A comparison of price discovery mechanisms [J]. Management Science, 2003,49(11): 1546-1562.
[21] 王求真, 姚倩, 叶盈. 网络团购情景下价格折扣与购买人数对消费者冲动购买意愿的影响机制研究[J]. 管理工程学报, 2014, 28(4): 37-47.
[22] 陈敬贤, 马志强. 零售商团购的二级供应链协调[J]. 系统管理学报, 2014, 23(1): 7-12.
[23] Xiao Y L, Li J M, Lei X, et al. The informational aspect of the group-buying mechanism [J]. European Journal of Operational Research, 2014, 234: 331-340.