考虑消费者策略行为的易逝品定价策略研究

发布时间：2018-06-30 04:08

本文选题：消费者策略行为 + 易逝品　；参考：《东华大学》2014年硕士论文

【摘要】：随着市场经济的发展和市场结构的变化,信息技术的进步,产品的生命周期不断缩短,越来越多的产品具有易逝性。易逝品具有销售周期短、期末残值低等特征其中以服装产品最为典型,普通的定价方式不适用于易逝品的定价。以时尚性服装产品为例,消费者为主体的需求导向明显,消费者购买决策逐步具有策略性,通过获取产品的销售及价格等信息,消费者对零售商未来的价格及供给情况形成理性预期,由此来选择有利于自己的购买时机,从而获取最大的消费者剩余。这种行为复杂性对供应链结点(本文主要是零售商)的定价、库存策略以及收益的影响已不可忽略,近年来成为供应链管理研究的热点问题。相对于以往文献以报童模型为基础的研究,本文考虑消费者策略行为下的易逝品的定价策略问题。首先在无供给限制情况下,考虑反比例需求函数和指数需求函数两种情况的零售商利润模型,零售商的利润随着策略型消费者所占比例的增加而减少；零售商忽略消费者策略行为所造成的损失随着策略型消费者所占比例的增加而增大,零售商的最优定价相比没有消费者策略行为情况下的最优定价要低。其次在有供给限制情况下,考虑消费者面临配给风险和价格风险,将整个服装销售季节分为全价期和打折期两个阶段,构建消费者两阶段购买的比例与价格的函数关系,分别建立消费者购买决策模型和零售商定价决策模型。然后,分别以消费者打折期能够购买的产品的信念以及全价和打折期的产品客户价值的比值两种形式定义产品的时尚性；并以服装产品为例,以时尚性为维度,对不同服装产品的属性进行了分析,从而得出时尚性是影响零售商利润和两阶段定价的主要因子的结论；服装时尚性越高,零售商打折销售可能性越小；当服装具有中等时尚性时,零售商可以适当的进行打折销售以获得最高利润；当服装时尚性越低,零售商打折销售的力度越小。
[Abstract]:With the development of market economy and the change of market structure and the progress of information technology, the life cycle of products is shortened continuously, and more products are perishable. Perishable products have the characteristics of short sales cycle and low final residual value, among which clothing products are the most typical, but common pricing methods are not suitable for the pricing of perishable products. Take fashion clothing products as an example, the consumer as the main body of the demand orientation is obvious, consumer purchase decisions are gradually strategic, through the acquisition of product sales and prices and other information, Consumers form a rational expectation of the retailer's future price and supply, and choose the right buying opportunity to obtain the largest consumer surplus. The influence of this behavior complexity on the pricing, inventory strategy and revenue of supply chain nodes (mainly retailers) can not be ignored, and has become a hot issue in the research of supply chain management in recent years. Compared with the previous studies based on newsboy model, this paper considers the pricing strategy of perishable products under consumer policy behavior. Firstly, in the case of no supply restriction, the retailer profit model considering the inverse demand function and the exponential demand function, the retailer's profit decreases with the increase of the proportion of the strategic consumers. The loss caused by retailers neglecting consumer strategy behavior increases with the increase of the proportion of strategic consumers. The optimal pricing of retailers is lower than that without consumer strategy behavior. Secondly, under the condition of limited supply, considering the risk of ration and price faced by consumers, the whole clothing sales season is divided into two stages: full price period and discount period, and the functional relationship between the proportion and price of consumers' two-stage purchase is constructed. Consumer purchase decision model and retailer pricing decision model are established respectively. Then, the fashion of the product is defined by the belief of the product that the consumer can buy during the discounted period and the ratio of the customer value of the product in the full price and the discount period, and take the clothing product as an example, take the fashion as the dimension. This paper analyzes the attributes of different clothing products, and draws the conclusion that fashion is the main factor affecting retailer profit and two-stage pricing, the higher the clothing fashion is, the less the possibility of retailer's discount sale is. When the clothing is of moderate fashion, the retailer can sell at a discount to get the highest profit; the lower the fashion, the less the retailer's discount sales.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.32

【参考文献】