基于报童模型的汽车租赁企业最优汽车订购和服务定价策略

发布时间：2019-01-05 07:04

【摘要】：世界上汽车租赁产业兴起于20世纪初,至今已经有近一百年的历史。为人们生活和生产带来了很大便利,减少了个人和企业为购买汽车的资金占用,同时减轻了汽车产业对资源的浪费和对环境的破坏。进入21世纪以来,世界汽车租赁业呈现蓬勃发展的局面,伴随全球的步伐,中国汽车租赁业也迅速发展。但是,我国的汽车租赁企业大多规模较小,市场份额也很少,具有较弱的风险抵御能力,并且主要集中在北京、上海、广东和一些东部沿海发达地区,逐渐在全国铺开广泛的经营网络。因此,我国的汽车租赁业在很多方面还有待完善。本文研究一种最优的汽车订购和服务定价策略,希望对我国汽车租赁企业的经营和发展有一定的指导意义。本文的选题就是在这种大背景下提出的,当汽车租赁企业的订购量大于市场需求时,会面临库存风险；订购量小于市场需求时,会出现缺货损失。因此,制定一个合适的汽车订购量尤为重要。而汽车租赁企业的服务价格又会影响市场的期望需求,进一步影响企业的收益。为了提高汽车租赁企业的经济效益,增强其竞争力,研究一种有效的汽车订购和服务定价策略具有重要的理论和现实意义。首先,基于经典报童模型,研究了汽车租赁企业的多阶段静态订购策略。本文假设市场对汽车租赁的随机需求服从正态分布,汽车租赁企业的期望销售随着订购量的增加而增大,当企业的订购量达到一定数量时,期望销售的增加幅度开始不断减小,而购买汽车的成本和维护费用不断增加,导致企业的总利润达到峰值后开始减小。因此,企业的总利润在最优订购量处取得最大值,得到了企业的唯一最优订购决策。其次,利用经典报童模型,研究了汽车租赁企业的最优汽车订购和服务定价策略。本文假设市场对汽车租赁的随机需求是符合加性原理,并且汽车租赁需求和租赁价格存在线性单调递减关系,建立了汽车租赁企业的最优联合订购和定价决策模型。当企业的总利润函数关于服务价格和订购量的一阶偏导分别等于零,可得到企业的最优订购量和服务价格,企业的总利润达到最大化,研究了企业的最优汽车订购和服务定价策略。然后,基于博弈理论,运用经典报童模型,研究了共享租赁能力的汽车租赁企业最优订购策略。本文分析比较了汽车租赁企业独立经营、不共享库存能力和采取共享租赁能力策略时的最优订购数量和总利润。研究表明,在共享租赁能力策略下,企业的最优汽车订购数量减少了,增加了双方的流动资金,并且双方的总利润提高了,实现了帕累托改进,达到了共赢。最后,分析和总结了本文的主要研究结果,希望对我国汽车租赁企业的发展有一定的指导意义。同时指出论文的研究不足,对今后的研究进行了展望。
[Abstract]:The automobile rental industry in the world rose in the early 20 th century, and has a history of nearly 100 years. It has brought great convenience to people's life and production, reduced the occupation of funds by individuals and enterprises for buying cars, and reduced the waste of resources and damage to the environment caused by the automobile industry at the same time. Since the beginning of the 21st century, the auto leasing industry in the world has developed vigorously. With the pace of the world, the auto leasing industry in China has also developed rapidly. However, most of the car rental enterprises in China are relatively small in scale, have small market share, have relatively weak ability to resist risks, and are mainly concentrated in Beijing, Shanghai, Guangdong and some developed areas along the eastern coast. Gradually spread out a wide range of business networks throughout the country. Therefore, the car leasing industry in China needs to be improved in many aspects. In this paper, an optimal vehicle ordering and service pricing strategy is studied, which is expected to have some guiding significance for the operation and development of car rental enterprises in China. The topic of this paper is put forward under this background, when the order quantity of car rental enterprise is larger than the market demand, it will face the inventory risk; when the order quantity is smaller than the market demand, there will be shortage loss. Therefore, the development of a suitable car order is particularly important. The service price of car rental enterprise will affect the expected demand of the market and further affect the income of the enterprise. In order to improve the economic benefit and enhance the competitiveness of automobile rental enterprises, it is of great theoretical and practical significance to study an effective vehicle ordering and service pricing strategy. Firstly, based on the classic newsboy model, the multi-stage static ordering strategy of car rental enterprises is studied. This paper assumes that the random demand for car rental in the market is normally distributed. The expected sales of car rental enterprises increase with the increase of order quantity. When the order quantity reaches a certain amount, the increase of expected sales begins to decrease. And the cost of buying car and the cost of maintenance are increasing, which causes the total profit of the enterprise to reach the peak and begin to decrease. Therefore, the total profit of the enterprise is maximized at the optimal order quantity, and the sole optimal ordering decision is obtained. Secondly, using the classical newsboy model, the optimal vehicle ordering and service pricing strategy of car rental enterprises are studied. This paper assumes that the random demand for car rental is in accordance with the additive principle, and that there is a linear monotone decreasing relationship between the rental demand and the rental price. The optimal joint ordering and pricing decision model of the car rental enterprise is established in this paper. When the first order partial derivation of the total profit function about service price and order quantity is equal to zero respectively, the optimal ordering quantity and service price can be obtained, and the total profit of enterprise can be maximized. The optimal vehicle ordering and service pricing strategy are studied. Then, based on the game theory and using the classical newsboy model, the optimal ordering strategy of car rental enterprises with shared leasing capability is studied. This paper analyzes and compares the optimal order quantity and total profit of automobile rental enterprises when they operate independently, do not share inventory capacity and adopt the strategy of sharing rental capacity. The research shows that under the shared leasing capability strategy, the optimal car order quantity of the enterprise is reduced, the liquidity of both parties is increased, and the total profit of both parties is increased, the Pareto improvement is realized, and the win-win situation is achieved. Finally, the main research results of this paper are analyzed and summarized in the hope of guiding the development of car rental enterprises in China. At the same time, the paper points out the lack of research, and prospects for future research.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721

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