搜寻成本下可替代产品的定价策略与库存决策
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摘要
为探寻存在搜寻成本情况下消费者购买可替代产品时的定价与库存问题,从消费者效用出发,对厂商收益构建了基于马尔可夫决策过程的优化模型。在消费者方面,分析了其购买与继续搜寻的条件,并分别在搜寻成本不变和搜寻成本边际递减的情况下研究了消费者保留效用的变化情况以及购买相应产品的概率。此外,与很多相关文献不同的是,由于搜寻成本的存在,该情形下的消费者并不一定会在完成购买之前搜寻完所有的产品。在厂商方面,根据实际情况构建不同搜寻顺序下的收益模型并求解出最优定价策略与库存策略,并将定价模型与库存策略扩展到了动态的环境,为厂商制定价格及库存方案提供相应的决策支持。
Aiming to solve a pricing and inventory problem which takes search cost into account,this paper constructs an optimization model based on Markov decision process from consumer's utility and companies' revenue perspective.As for consumers,we make an analysis of purchasing and searching conditions,and also study the changing tendency of consumers' reservation utility and the purchase probability of corresponding products under fixed search cost or decreasing marginal search cost respectively.Besides,different from many other researchers,we assume that it is not certain that consumers will complete all their products' search before they make a purchase due to research cost.In terms of companies,we build and solve revenue models and inventory model in different search order settings,then extend them to dynamic pricing environment,so as to provide better pricing and inventory decision support.
Aiming to solve a pricing and inventory problem which takes search cost into account,this paper constructs an optimization model based on Markov decision process from consumer's utility and companies' revenue perspective.As for consumers,we make an analysis of purchasing and searching conditions,and also study the changing tendency of consumers' reservation utility and the purchase probability of corresponding products under fixed search cost or decreasing marginal search cost respectively.Besides,different from many other researchers,we assume that it is not certain that consumers will complete all their products' search before they make a purchase due to research cost.In terms of companies,we build and solve revenue models and inventory model in different search order settings,then extend them to dynamic pricing environment,so as to provide better pricing and inventory decision support.
引文
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[8]Suk K,Lee J,Lichtenstein D R.The influence of price presentation order on consumer choice[J].Journal of Marketing Research,2012,49(5):708-717.
[9]Armstrong M.Ordered consumer search[J].Journal of the European Economic Association,2017,15(5):989-1024.
[10]Chen Y,Zhang T.Entry and welfare in search markets[J].The Economic Journal,2016,doi:10.1111/ecoj.12412.
[11]Petrikait6)e V.Collusion with costly consumer search[J].International Journal of Industrial Organization,2016,44:1-10.
[12]Moraga-González J L,Petrikait6)e V.Search costs,demand-side economies,and the incentives to merge under Bertrand competition[J].The RAND Journal of Economics,2013,44(3):391-424.
[13]Kohn M G,Shavell S.The theory of search[J].Journal of Economic Theory,1974,9(2):93-123.
[14]苏兵,徐渝,陈金亮,等.单周期二人博弈可替代产品库存模型的应用研究[J].中国管理科学,2005,13(1):53-59.
[15]Akcay Y,Natarajan H P,Xu S H.Joint dynamic pricing of multiple perishable products under consumer choice[J].Management Science,2010,56(8):1345-1361.
[16]Phillips R L.Pricing and revenue optimization[M].Stanford University Press,2005.
[17]张大斌,杨斯琪,夏有新,等.一种电子商务环境下耐用品的动态定价模型与策略[J].运筹与管理,2016,25(2):190-196.
[18]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[J].系统工程学报,2013(1):47-54.
[2]Ratchford B T.Consumer search behavior and its effect on markets[J].Foundations and Trends in Marketing,2009,3(1):1-74.
[3]Hann I H,Terwiesch C.Measuring the frictional costs of online transactions:the case of a name-your-own-price channel[J].Management Science,2003,49(11):1563-1579.
[4]Armstrong M,Zhou J.Paying for prominence[J].The Economic Journal,2011,121(556):368-395.
[5]Granka L A,Joachims T,Gay G.Eye-tracking analysis of user behavior in WWW search[C].Proceedings of the27th annual international ACM SIGIR conference on Research and development in information retrieval.ACM,2004:478-479.
[6]Kim J B,Albuquerque P,Bronnenberg B J.Online demand under limited consumer search[J].Marketing Science,2010,29(6):1001-1023.
[7]Zhou J.Ordered search in differentiated markets[J].International Journal of Industrial Organization,2011,29(2):253-262.
[8]Suk K,Lee J,Lichtenstein D R.The influence of price presentation order on consumer choice[J].Journal of Marketing Research,2012,49(5):708-717.
[9]Armstrong M.Ordered consumer search[J].Journal of the European Economic Association,2017,15(5):989-1024.
[10]Chen Y,Zhang T.Entry and welfare in search markets[J].The Economic Journal,2016,doi:10.1111/ecoj.12412.
[11]Petrikait6)e V.Collusion with costly consumer search[J].International Journal of Industrial Organization,2016,44:1-10.
[12]Moraga-González J L,Petrikait6)e V.Search costs,demand-side economies,and the incentives to merge under Bertrand competition[J].The RAND Journal of Economics,2013,44(3):391-424.
[13]Kohn M G,Shavell S.The theory of search[J].Journal of Economic Theory,1974,9(2):93-123.
[14]苏兵,徐渝,陈金亮,等.单周期二人博弈可替代产品库存模型的应用研究[J].中国管理科学,2005,13(1):53-59.
[15]Akcay Y,Natarajan H P,Xu S H.Joint dynamic pricing of multiple perishable products under consumer choice[J].Management Science,2010,56(8):1345-1361.
[16]Phillips R L.Pricing and revenue optimization[M].Stanford University Press,2005.
[17]张大斌,杨斯琪,夏有新,等.一种电子商务环境下耐用品的动态定价模型与策略[J].运筹与管理,2016,25(2):190-196.
[18]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[J].系统工程学报,2013(1):47-54.