考虑产品新鲜度及策略型消费的供应链两阶段模型及策略研究
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摘要
短视型和策略型消费者并存下,供应商作为斯坦克伯格领导者,通过零售商销售一种生鲜农产品,研究供应商和零售商的两阶段定价决策。第一阶段产品维持新鲜,第二阶段产品的新鲜度降为θ,结合策略型消费者所占比例α,以及第一和第二阶段的零售价格,建立第一和第二阶段的需求函数。进一步建立供应商和零售商的利润函数,通过逆向求解得出均衡解(即两阶段定价决策);进而得到均衡解下的市场需求率和利润函数。研究发现:给定θ,随α增大,供应商和零售商在两阶段定价降低,且第一阶段需求率降低,而第二阶段需求率增大。给定α,随θ增大,供应商和零售商在第二阶段定价先增大后降低,且第一阶段需求率降低,而第二阶段需求率增大。
In the presence of both myopic consumers and strategic consumers,a single supplier,taking the role of a Stackelberg leader,sells a single fresh product through a single retailer.Under this situation,the pricing strategies of the supplier and the retailer over two periods were studied.In the first period,the product remained fresh,while in the second period the freshness index of the product declined to θ.Taking into account the proportion of strategic consumers α,as well as the first-period and second-period retail prices,the demand functions in the first and second period were established.Then the profit functions of the supplier and the retailer were formulated.The equilibrium values(two-period pricing strategies) were obtained through backward deduction.Finally,demand rates and supplier's and retailer's profits under equilibrium values were obtained.It is found that given θ,as α increases,the supplier's wholesale prices and the retailer's retail prices in the first and second period decrease;and the first-period demand decreases,while the second-period demand increases.Given α,as θ increases,the supplier's wholesale price and the retailer's retail price first increase and then decrease;and the first-period demand decreases,while the second-period demand increases.
In the presence of both myopic consumers and strategic consumers,a single supplier,taking the role of a Stackelberg leader,sells a single fresh product through a single retailer.Under this situation,the pricing strategies of the supplier and the retailer over two periods were studied.In the first period,the product remained fresh,while in the second period the freshness index of the product declined to θ.Taking into account the proportion of strategic consumers α,as well as the first-period and second-period retail prices,the demand functions in the first and second period were established.Then the profit functions of the supplier and the retailer were formulated.The equilibrium values(two-period pricing strategies) were obtained through backward deduction.Finally,demand rates and supplier's and retailer's profits under equilibrium values were obtained.It is found that given θ,as α increases,the supplier's wholesale prices and the retailer's retail prices in the first and second period decrease;and the first-period demand decreases,while the second-period demand increases.Given α,as θ increases,the supplier's wholesale price and the retailer's retail price first increase and then decrease;and the first-period demand decreases,while the second-period demand increases.
引文
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[16] Sigué S P.Consumer and retailer promotions:Who is better off?[J].Journal of Retailing,2008,84(4):449-460.
[2] Van Donselaar K H,Broekmeulen R A.Approximations for the relative outdating of perishable products by combining stochastic modeling,simulation and regression modeling[J].International Journal of Production Economics,2012,140(2):660-669.
[3]但斌,王磊,李宇雨.考虑消费者效用与保鲜的生鲜农产品 EOQ 模型[J].中国管理科学,2011,19(1):100-108.
[4] Cai X,Chen J,Xiao Y,et al.Optimization and coordination of fresh product supply chains with freshness‐keeping effort[J].Production and Operations Management,2010,19(3):261-278.
[5] Blackburn J,Scudder G.Supply chain strategies for perishable products:the case of fresh produce[J].Production and Operations Management,2009,18(2):129-137.
[6] Rong A,Akkerman R,Grunow M.An optimization approach for managing fresh food quality throughout the supply chain[J].International Journal of Production Economics,2011,131(1):421-429.
[7] Mcafee R P,Velde V.Dynamic pricing with constant demand elasticity[J].Production and Operations Management,2008,17(4):432-438.
[8] Zhang D,Cooper W L.Managing clearance sales in the presence of strategic customers[J].Production and Operations Management,2008,17(4):416-431.
[9] Besanko D,Winston W L.Optimal price skimming by a monopolist facing rational consumers[J].Management science,1990,36(5):555-567.
[10] Su X.Intertemporal pricing with strategic customer behavior[J].Management science,2007,53(5):726-741.
[11] 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.
[12] Elmaghraby W,Gülcü A,Keskinocak P.Designing optimal preannounced markdowns in the presence of rational customers with multiunit demands[J].Manufacturing & Service Operations Management,2008,10(1):126-148.
[13] Shum S,Tong S,Xiao T.On the Impact of Uncertain Cost Reduction When Selling to Strategic Customers[J].Management science,2016.
[14] Cachon G P,Swinney R.Purchasing,pricing,and quick response in the presence of strategic consumers[J].Management science,2009,55(3):497-511.
[15] 代云珍,胡培.基于策略型消费者的最优广告和定价联合决策[J].软科学,2015,29(8):88-92.
[16] Sigué S P.Consumer and retailer promotions:Who is better off?[J].Journal of Retailing,2008,84(4):449-460.