易逝品的种类选择及订购定价策略研究
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摘要
进入20世纪90年代以来,由于科学技术的不断进步和经济的不断发展、全球化信息网络和全球化市场的形成以及消费者需求的日益多样化,易逝品的种类和数量越来越多,围绕易逝品的竞争日趋激烈。在此情况下,易逝品企业面临着缩短交货期、提高产品质量、降低成本和改进服务的压力。如何对易逝品进行合理的品种选择、制定合理的订购定价策略成为易逝品管理研究领域的热点。
本文研究了不确定需求环境下两阶段易逝品的种类选择和订货定价策略问题。文章将建模分为两阶段,首先引入营销模型中的消费者效用函数并对第二阶段建模,求解后发现第二阶段多品种易逝品的最优策略不仅与不同品种的易逝品相对质量水平有关,也与前期剩余库存量有关。依据第二阶段的各种情况和结论分别倒推,在第一阶段,文章建立了两阶段易逝品销售的总利润函数,并通过求导得出了第一阶段单品种易逝品在需求服从均匀分布情况下的最优订货定价策略。最后,参考Ferguson and Koenigsbergd的文章提供的相关数据,通过和非最优策略相比,结果显示,本文的最优策略所获得的总利润比非最优策略平均高出19%~30%。
Since 1990s, competition for the perishable products is getting more and more fierce, which is caused by many reasons, such as (1) the improvement of science and technology; (2) the development of economy and global information network; (3) the formation of global market and the increasing diversification of consumer demand. Perishable products' types and quantities grow more and more, and enterprises have to make decision within shorter lead time, improve product quality, reduce the cost and improve the service. Then, how to make a reasonable assortment planning and order-pricing strategies for perishable product's become a hot topic.
This investigation is about the assortment planning and order-pricing management for perishable products in two periods when the demand is uncertain, and the modeling process is divided as two periods. First, we model for the second period. We introduce the consumer utility function to the inventory model in the second period. The result shows that the optimal strategy is not only related to different quality level, but also related to the deteriorating inventory. Then, back up to the first period, we create a total profit function for product selling within two periods, and get the optimal strategy when the demand is uniform distributed by derivation. Finally, referred with the data from Koenigsberg and Ferguson’s article, the total profit in our optimal strategy will be higher from 19% to 30% on average compared with the un-optimal strategy when enterprise does not carry any deteriorating inventory.
本文研究了不确定需求环境下两阶段易逝品的种类选择和订货定价策略问题。文章将建模分为两阶段,首先引入营销模型中的消费者效用函数并对第二阶段建模,求解后发现第二阶段多品种易逝品的最优策略不仅与不同品种的易逝品相对质量水平有关,也与前期剩余库存量有关。依据第二阶段的各种情况和结论分别倒推,在第一阶段,文章建立了两阶段易逝品销售的总利润函数,并通过求导得出了第一阶段单品种易逝品在需求服从均匀分布情况下的最优订货定价策略。最后,参考Ferguson and Koenigsbergd的文章提供的相关数据,通过和非最优策略相比,结果显示,本文的最优策略所获得的总利润比非最优策略平均高出19%~30%。
Since 1990s, competition for the perishable products is getting more and more fierce, which is caused by many reasons, such as (1) the improvement of science and technology; (2) the development of economy and global information network; (3) the formation of global market and the increasing diversification of consumer demand. Perishable products' types and quantities grow more and more, and enterprises have to make decision within shorter lead time, improve product quality, reduce the cost and improve the service. Then, how to make a reasonable assortment planning and order-pricing strategies for perishable product's become a hot topic.
This investigation is about the assortment planning and order-pricing management for perishable products in two periods when the demand is uncertain, and the modeling process is divided as two periods. First, we model for the second period. We introduce the consumer utility function to the inventory model in the second period. The result shows that the optimal strategy is not only related to different quality level, but also related to the deteriorating inventory. Then, back up to the first period, we create a total profit function for product selling within two periods, and get the optimal strategy when the demand is uniform distributed by derivation. Finally, referred with the data from Koenigsberg and Ferguson’s article, the total profit in our optimal strategy will be higher from 19% to 30% on average compared with the un-optimal strategy when enterprise does not carry any deteriorating inventory.
引文
[1]罗兰·贝格(2003).中国商品缺货研究, 2003年第五届连锁经营会议专题报告,武汉.
[2] Berman, B., 2003, SeniorVice President and Chief Financial Officer, Bloomingdale’s. Keynote Speech at the 2003 Revenue Management and Pricing Conference, Columbia University, New York.
[3] Steven Nahmias. Perishable inventory theory: areview[J]. Operations Research, 1982, 30(4): 680-708.
[4] Mahmut Parlar. Optimalordering policies for perishable and substitutable product : a markov decision model[J]. INFOR, 1985, 23 (2): 182-195.
[5] Goyal SK, Giri BC. Recent trends in modeling of deteriorating inventory[J]. European Journal of Operational Research, 2001, 134(1): 1-16.
[6]徐贤浩,余双琪.短生命周期产品的三种库存模型的比较[J].管理科学学报, 2007, 10(4): 9-15.
[7]谢小良,符卓,喻文.无形性变质的短生命周期产品库存决策模型研究[J].统计与决策, 2009, 3: 23-25.
[8]赵泉午,熊中楷,林娅,卜祥智.基于电子市场的易逝品两级供应链供需博弈分析[J].中国管理科学, 2004, 12(3): 91-96.
[9]夏海洋,黄培清.混合分销渠道结构下短生命周期产品供应链库存策略分析[J].中国管理科学, 2007, 15(2): 70-75.
[10]金小伟,刘大成,王海英,房乐.基于主动替代策略的单周期两种产品库存模型[J].清华大学学报(自然科学版), 2008, 48(2): 302-304.
[11] Gerard P. Cachon, A Gurhan Kok. Implementation of the newsvendor model with clearance pricing how to(and how not to)estimate a salvage Value[J]. Manufacturing and Service Operations Mnagement, 2007, 9(3): 276-290.
[12]聂佳佳,熊中楷.不确定需求下的两周期电信供应链订货策略[J].工业工程, 2009, 12(1): 17—23.
[13]刘北林,马文惠.二次订货策略在易逝品供应链协调中的应用研究[J].物流科技, 2009, 1: 121-124.
[14]宋海涛,林正华,苏欣.带有二次订购和二次销售的报童问题[J].经济数学, 2003, 20(1): 73-79.
[15]陈旭.需求信息更新条件下易逝品的批量订货策略[J].管理科学学报, 2005, 8(5): 38-42.
[16]陈六新,李军.基于易逝品需求信息更新的零售商订货策略[J].数学的实践与认识, 2008, 38(1): 33-39.
[17]陈士昂,霍佳震.有限次补货的短生命周期产品的库存控制策略[J].同济大学学报(自然科学版), 2008, 6(5): 707-710.
[18]徐贤浩,余双琪.短生命周期产品的临时价格折扣模型[J].物流技术, 2006, 3: 135-137.
[19]徐贤浩,李轶琰,余双琪.短生命周期产品的一种定价策略[J].物流技术, 2007, 26(5): 49-52.
[20]王宏达,郝以阁,汪定伟.季节性商品的促销定价模型与算法[J].东北大学学报(自然科学版), 2007, 28(1): 23-25.
[21]李根道.库存和价格影响需求的易逝品动态定价[J].系统管理学报, 2009, 18(4): 402-409.
[22]熊中楷,彭志强, YU Xiong.易逝品最优定价、订货量和广告投入的联合确[J].工业工程与管理, 2009, 14(2): 32-37.
[23]刘斌,刘思峰,邱广华,翟振杰.一类短生命周期产品的订购与定价联合决策模型[J].南京航空航天大学学报, 2007, 39(5): 691-694.
[24]李君灵,蒋维.基于消费者保留价格的易逝品定价和订货的联合策略[J].现代管理科学, 2007, 4: 34-35.
[25] Netessine S, Rudi N. Centralized and competitive inventory models with demand substitution[J]. Operations Research, 2003, 51(2): 329-335.
[26] Borga Deniz, Alan Scheller-Wolf, Itir Karaesmen. Managing Inventories of Perishable Goods: The Effect of Substitution[M]. Working Paper, Carnegie MellonUniversity, 2004.
[27]冯旭,鲁若愚,刘德文.易逝性高科技产品更新过程分析[J].科研管理, 2008, 29(1): 52-59.
[28]蔡连侨,陈剑,严厚民.可替代产品的库存模型研究(Ⅰ) :最优订货量[J].系统工程理论与实践, 2003, 6: 63-68.
[29]蔡连侨,陈剑,严厚民.可替代产品的库存模型研究(Ⅱ) :基本性质[J].系统工程理论与实践, 2003, 8: 59-68.
[30]冉翠玲,杨桂元.两个零售商之间具有产品替代性的订货模型[J].科技和产业, 2008, 8(4): 64-68.
[31] David. D, Yao, Shaohui, Zheng. Optimal Inventory Control with Substitution: Single and Multi Period Models[M]. in Stochastic modeling and optimization of manufacturing systems and supply chains Stochastic Modeling and Optimization, Chapter 8, 2003 J. G. Shanth kumar, D. D. Yao and W. H. M. Zijm, Editor. 2003, Kluwer Academic Publishers : Boston, M A.
[32]黄河,徐鸿雁,但斌.基于等量订货的可替代易变质产品库存策略研究[J].数学的实践与认识, 2007, 37(17): 31-36.
[33]杨慧,周晶.易逝性高科技产品更新换代期的定价策略[J].科技与经济, 2005, 18(5): 23-26.
[34]官振中,程旭,蒋玉石,史本山.考虑新产品加入易逝性高科技产品的收益管理的定价策略[J].科技管理研究, 2006, 5: 97-100.
[35]熊中楷,彭志强, YU Xiong.一类基于报童模型的新产品推广研究[J].第九届中国管理科学学术年会论文集, 2007, 15: 386-391.
[36]杨慧,宋华明.单周期替代性产品的联合定价策略[J].数学的实践与认识, 2008, 8(23): 65-70.
[37]王莺.供应链竞争零售商的易逝品定价问题研究[J].决策参考, 2009, 15: 53-56.
[38]官振中,史本山.基于顾客选择模型易逝性产品收益管理订购和定价策略[J].系统工程理论与实践, 2007, 9: 47-53.
[39]李君灵,周晶.需求替代下易逝品价格和订购量的联合决策模型[J].东南大学学报(自然科学版), 2007, 37(4): 737-742.
[40] Debo, L. G., Toktay, L. B., Van Wassenhove, L. N. Market segmentation and product technology selection for remanufacturable products[J]. Management Science, 2005, 51(8) : 1193-1205.
[41] Ferrer G., SwaminathanJ. M. Managing new and remanufactured products[J]. Management Science2006, 52(1): 15-26.
[42] Desai, P. S., Koenigsberg and Purohit. The role of production lead time and demand uncertainty in marketing durable goods[J]. Management Science, 2007: 150-158.
[43]徐峰,盛昭瀚,程国华.基于异质性消费群体的再制造产品的定价策略研究[J].中国管理科学, 2008, 16(6): 130-136.
[44] Ferguson, M. and Toktay, L. B. The effect of competition on recovery strategies[J]. Production and Operations Management, 2006, 15(3): 351-368.
[45] Ferguson, M. E., Koneigsberg, O. How should a firm manage deteriorating inventory?[J]. Production and Operations Management. 2007, 16(3): 306-321.
[2] Berman, B., 2003, SeniorVice President and Chief Financial Officer, Bloomingdale’s. Keynote Speech at the 2003 Revenue Management and Pricing Conference, Columbia University, New York.
[3] Steven Nahmias. Perishable inventory theory: areview[J]. Operations Research, 1982, 30(4): 680-708.
[4] Mahmut Parlar. Optimalordering policies for perishable and substitutable product : a markov decision model[J]. INFOR, 1985, 23 (2): 182-195.
[5] Goyal SK, Giri BC. Recent trends in modeling of deteriorating inventory[J]. European Journal of Operational Research, 2001, 134(1): 1-16.
[6]徐贤浩,余双琪.短生命周期产品的三种库存模型的比较[J].管理科学学报, 2007, 10(4): 9-15.
[7]谢小良,符卓,喻文.无形性变质的短生命周期产品库存决策模型研究[J].统计与决策, 2009, 3: 23-25.
[8]赵泉午,熊中楷,林娅,卜祥智.基于电子市场的易逝品两级供应链供需博弈分析[J].中国管理科学, 2004, 12(3): 91-96.
[9]夏海洋,黄培清.混合分销渠道结构下短生命周期产品供应链库存策略分析[J].中国管理科学, 2007, 15(2): 70-75.
[10]金小伟,刘大成,王海英,房乐.基于主动替代策略的单周期两种产品库存模型[J].清华大学学报(自然科学版), 2008, 48(2): 302-304.
[11] Gerard P. Cachon, A Gurhan Kok. Implementation of the newsvendor model with clearance pricing how to(and how not to)estimate a salvage Value[J]. Manufacturing and Service Operations Mnagement, 2007, 9(3): 276-290.
[12]聂佳佳,熊中楷.不确定需求下的两周期电信供应链订货策略[J].工业工程, 2009, 12(1): 17—23.
[13]刘北林,马文惠.二次订货策略在易逝品供应链协调中的应用研究[J].物流科技, 2009, 1: 121-124.
[14]宋海涛,林正华,苏欣.带有二次订购和二次销售的报童问题[J].经济数学, 2003, 20(1): 73-79.
[15]陈旭.需求信息更新条件下易逝品的批量订货策略[J].管理科学学报, 2005, 8(5): 38-42.
[16]陈六新,李军.基于易逝品需求信息更新的零售商订货策略[J].数学的实践与认识, 2008, 38(1): 33-39.
[17]陈士昂,霍佳震.有限次补货的短生命周期产品的库存控制策略[J].同济大学学报(自然科学版), 2008, 6(5): 707-710.
[18]徐贤浩,余双琪.短生命周期产品的临时价格折扣模型[J].物流技术, 2006, 3: 135-137.
[19]徐贤浩,李轶琰,余双琪.短生命周期产品的一种定价策略[J].物流技术, 2007, 26(5): 49-52.
[20]王宏达,郝以阁,汪定伟.季节性商品的促销定价模型与算法[J].东北大学学报(自然科学版), 2007, 28(1): 23-25.
[21]李根道.库存和价格影响需求的易逝品动态定价[J].系统管理学报, 2009, 18(4): 402-409.
[22]熊中楷,彭志强, YU Xiong.易逝品最优定价、订货量和广告投入的联合确[J].工业工程与管理, 2009, 14(2): 32-37.
[23]刘斌,刘思峰,邱广华,翟振杰.一类短生命周期产品的订购与定价联合决策模型[J].南京航空航天大学学报, 2007, 39(5): 691-694.
[24]李君灵,蒋维.基于消费者保留价格的易逝品定价和订货的联合策略[J].现代管理科学, 2007, 4: 34-35.
[25] Netessine S, Rudi N. Centralized and competitive inventory models with demand substitution[J]. Operations Research, 2003, 51(2): 329-335.
[26] Borga Deniz, Alan Scheller-Wolf, Itir Karaesmen. Managing Inventories of Perishable Goods: The Effect of Substitution[M]. Working Paper, Carnegie MellonUniversity, 2004.
[27]冯旭,鲁若愚,刘德文.易逝性高科技产品更新过程分析[J].科研管理, 2008, 29(1): 52-59.
[28]蔡连侨,陈剑,严厚民.可替代产品的库存模型研究(Ⅰ) :最优订货量[J].系统工程理论与实践, 2003, 6: 63-68.
[29]蔡连侨,陈剑,严厚民.可替代产品的库存模型研究(Ⅱ) :基本性质[J].系统工程理论与实践, 2003, 8: 59-68.
[30]冉翠玲,杨桂元.两个零售商之间具有产品替代性的订货模型[J].科技和产业, 2008, 8(4): 64-68.
[31] David. D, Yao, Shaohui, Zheng. Optimal Inventory Control with Substitution: Single and Multi Period Models[M]. in Stochastic modeling and optimization of manufacturing systems and supply chains Stochastic Modeling and Optimization, Chapter 8, 2003 J. G. Shanth kumar, D. D. Yao and W. H. M. Zijm, Editor. 2003, Kluwer Academic Publishers : Boston, M A.
[32]黄河,徐鸿雁,但斌.基于等量订货的可替代易变质产品库存策略研究[J].数学的实践与认识, 2007, 37(17): 31-36.
[33]杨慧,周晶.易逝性高科技产品更新换代期的定价策略[J].科技与经济, 2005, 18(5): 23-26.
[34]官振中,程旭,蒋玉石,史本山.考虑新产品加入易逝性高科技产品的收益管理的定价策略[J].科技管理研究, 2006, 5: 97-100.
[35]熊中楷,彭志强, YU Xiong.一类基于报童模型的新产品推广研究[J].第九届中国管理科学学术年会论文集, 2007, 15: 386-391.
[36]杨慧,宋华明.单周期替代性产品的联合定价策略[J].数学的实践与认识, 2008, 8(23): 65-70.
[37]王莺.供应链竞争零售商的易逝品定价问题研究[J].决策参考, 2009, 15: 53-56.
[38]官振中,史本山.基于顾客选择模型易逝性产品收益管理订购和定价策略[J].系统工程理论与实践, 2007, 9: 47-53.
[39]李君灵,周晶.需求替代下易逝品价格和订购量的联合决策模型[J].东南大学学报(自然科学版), 2007, 37(4): 737-742.
[40] Debo, L. G., Toktay, L. B., Van Wassenhove, L. N. Market segmentation and product technology selection for remanufacturable products[J]. Management Science, 2005, 51(8) : 1193-1205.
[41] Ferrer G., SwaminathanJ. M. Managing new and remanufactured products[J]. Management Science2006, 52(1): 15-26.
[42] Desai, P. S., Koenigsberg and Purohit. The role of production lead time and demand uncertainty in marketing durable goods[J]. Management Science, 2007: 150-158.
[43]徐峰,盛昭瀚,程国华.基于异质性消费群体的再制造产品的定价策略研究[J].中国管理科学, 2008, 16(6): 130-136.
[44] Ferguson, M. and Toktay, L. B. The effect of competition on recovery strategies[J]. Production and Operations Management, 2006, 15(3): 351-368.
[45] Ferguson, M. E., Koneigsberg, O. How should a firm manage deteriorating inventory?[J]. Production and Operations Management. 2007, 16(3): 306-321.