考虑战略消费者行为的联合库存和定价策略研究

发布时间：2018-03-22 23:25

本文选题：战略消费者行为　切入点：销售商　出处：《北京交通大学》2014年硕士论文　论文类型：学位论文

【摘要】：面对心仪的商品时,消费者可能不立即购买,而是能耐心等待商品打折处理时够买,我们将这类持币待购的消费者称为战略消费者。战略消费者区别于近视型消费者,他们会预测商家的定价和促销策略,从而决定合适的购买行为。对于商家而言,如果忽视战略消费者的行为将会带来巨大的经济损失。因此,研究战略消费者行为对销售商的影响以及如何缓解战略消费者行为带来的影响具有重要意义。为此,本文考虑战略消费者估值随时间递减及其风险喜好,研究销售商单周期联合库存和定价问题,探讨战略消费者行为对销售商利润的影响,并给出了最优策略的性质。结果表明,与传统报童模型相比,战略消费者行为会导致销售商的库存量和价格降低、利润减少。而且消费者越喜好风险,消费者的估值衰减速度越慢,战略消费者行为的影响越严重。进而,本文针对现行市场中普遍采用的两种应对战略消费者行为的策略,限量供应策略和价格补偿策略进行了研究,探究两种策略对缓解战略消费者行为的作用及其适用条件。结果表明限量供应策略可以有效缓解战略消费者行为给销售商带来的利润损失。而价格补偿策略并不总是有效,当产品采购成本较低(或消费者估值较高),且估值递减较慢时采取价格补偿策略能缓解(但并不能完全消除)战略消费者的行为对销售商利润的负面影响。此外,本文通过数值模拟,进一步对传统报童模型、考虑战略消费者行为时的报童模型、限量供应策略和价格补偿承诺策略情形下销售商的利润进行了比较分析。本文的研究是从行为学的角度制定库存和定价策略,是对传统报童模型的拓展和延伸。本文的研究可以使销售商更好地了解战略消费者行为的特点和缓解策略,从而帮助销售商制定最优的库存和定价策略。
[Abstract]:In the face of the desired goods, consumers may not immediately buy, but can patiently wait for the goods to be discounted enough to buy. We call this kind of consumers who have money to buy as strategic consumers. Strategic consumers are different from short-sighted consumers. They will predict the pricing and promotion strategy of the merchant, so as to determine the appropriate purchase behavior. For the business, if the strategic consumer behavior is ignored, there will be huge economic losses. It is of great significance to study the impact of strategic consumer behavior on sellers and how to mitigate the impact of strategic consumer behavior. Therefore, considering the decline of strategic consumer valuation over time and its risk preference, this paper studies the single-cycle joint inventory and pricing problems of sellers, and discusses the impact of strategic consumer behavior on sellers' profits. The results show that compared with the traditional newsboy model, strategic consumer behavior leads to lower inventory and price, less profit, and consumers prefer risk. The slower the consumer's valuation decline, the more serious the impact of strategic consumer behavior. Then, this paper studies two strategies of coping with strategic consumer behavior, limited supply strategy and price compensation strategy, which are widely used in the current market. The results show that the limited supply strategy can effectively alleviate the loss of profits brought by the strategic consumer behavior, while the price compensation strategy is not always effective. When the cost of purchasing a product is lower (or the consumer's valuation is higher, and the decline in valuation is slow), a price compensation strategy can mitigate (but not completely eliminate) the negative impact of strategic consumer behavior on the seller's profits. In this paper, the traditional newsboy model, the newsboy model considering strategic consumer behavior, the limited supply strategy and the price compensation commitment strategy are compared and analyzed by numerical simulation. The research of this paper is to formulate inventory and pricing strategies from the perspective of behavior, which is an extension of the traditional newsboy model. The research in this paper can help sellers better understand the characteristics and mitigation strategies of strategic consumer behavior. To help vendors to develop optimal inventory and pricing strategy.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F713.55

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