网络环境下两类易逝品动态定价模型研究

发布时间：2019-03-21 19:20

【摘要】：易逝品是一类容易发生变质、生命周期短的产品。科技的高速发展加上企业间的激烈竞争，促使产品的更新换代越来越快，对于一般商品而言，可能本身并没有任何质量问题，也越来越明显地表现出易逝品的特征，使得易逝性产品的范畴越来越大。易逝品具有易逝性、不可存储性以及需求不确定性等特点，使得众多企业在销售管理易逝品时面临巨大困难。 解决这一问题的关键就是在销售期内制定合理的价格，将产品销售完毕最终实现企业收益的最大化的目标。若按照传统的成本导向定价法，势必在销售期内会出现需求高峰时，产品供不应求；需求低谷又供过于求的现象。鉴于易逝品的特殊性，易逝品的定价应该根据市场需求的波动灵活调整。动态定价作为收益管理中一项重要技术，是解决易逝品定价最得力的方法。 另外，互联网的出现，导致企业之间信息传播更加方便快捷，使得企业调整价格产生的菜单成本大大降低，，这些为易逝品动态定价的实施提供了一个有效的环境保障。研究网络环境下易逝品动态定价现具有重要的现实意义。那么在销售期内企业该如何具体实施动态定价呢？价格在销售期内怎么调整呢？是随着某一因素变化呢？还是可以给出一个确切的价格调整的次数及最优价格表达式呢？这些正是本文讨论的核心问题。 目前，易逝品主要分为两大类：一类是狭义上的易逝品，即易逝性是产品固有属性的一类易逝品，代表性产品：服务产品；另一类是广义上的易逝品，即产品更新换代快导致产品具有易逝性特征的一类商品。如3C产品、时尚衣物等，这些主要是制造业产品。所以本文选取了这两大行业的中的易逝品为研究对象，研究了他们在销售期内实施动态定价的策略。 首先本文通过总结大量相关研究文献，较为全面地分析了制造业易逝品及服务产品动态定价的研究成果，并指出了当前研究中存在的不足和本文研究的重点问题。 然后，在假设两类易逝品销售商都是通过网络渠道将产品销售给顾客的前提下，基于不同的研究背景，以销售商期望收益最大化为目标，分别建立了价格离散、时间连续的动态定价模型。最后分析比较了两类易逝品在模型建立上的区别；通过对模型的求解分析得出：1）两类易逝品实施动态定价后都能增加企业的收益；2）在销售期内存在一个最优的价格调整次数使得销售商收益达到最大；3）在预售期内调整价格的次数会对企业的利润及订货量产生影响；4）销售期内前一阶段的价格的大小会对后一阶段的价格产生影响。最后通过算例分析得出：在销售期内制造业易逝品的价格随着易逝品剩余时间的减小而减小；服务产品则是先减小后增大。
[Abstract]:Perishable products are prone to deterioration and short life cycle. With the rapid development of science and technology and the fierce competition among enterprises, the renewal of products is getting faster and faster. For ordinary commodities, there may not be any quality problems in themselves, but also the characteristics of perishable products are becoming more and more obvious. The scope of perishable products is increasing. Perishable products have the characteristics of perishable, non-storage and uncertainty of demand, which make many enterprises face great difficulties in selling and managing perishable products. The key to solve this problem is to set a reasonable price within the sales period and finally achieve the goal of maximization of the enterprise's income when the product is sold. If according to the traditional cost-oriented pricing method, there is bound to be a peak demand in the sales period, the product supply exceeds the demand, and the demand is low and the demand exceeds the demand. In view of the particularity of perishable products, the pricing of perishable products should be adjusted flexibly according to the fluctuation of market demand. As an important technology in revenue management, dynamic pricing is the best way to solve the problem of perishable product pricing. In addition, with the appearance of Internet, the information dissemination among enterprises is more convenient and quick, and the menu cost of adjusting price is greatly reduced, which provides an effective environmental protection for the implementation of dynamic pricing of perishable goods. It is of great practical significance to study the dynamic pricing of perishable products in the network environment. Then during the sales period, how should enterprises implement dynamic pricing? How do you adjust the price during the sales period? Does it change with a certain factor? Or can you give an exact number of price adjustments and an optimal price expression? These are the core issues discussed in this paper. At present, perishable products are mainly divided into two categories: one is perishable products in a narrow sense, that is, perishable products are perishable products with inherent properties of products, representative products: service products; The other is perishable products in a broad sense, that is, products with perishable characteristics due to rapid product renewal. Such as 3C products, fashion clothing and so on, these are mainly manufacturing products. In this paper, the perishable products in these two industries are selected as the research object, and their dynamic pricing strategies are studied during the sales period. Firstly, by summarizing a large number of relevant research literature, this paper analyzes the research results of dynamic pricing of perishable goods and service products in manufacturing industry, and points out the shortcomings in the current research and the key issues in this paper. Then, on the premise that the two kinds of perishable goods sellers sell the products to customers through the network channel, based on different research background and aiming at the maximization of the seller's expected income, the price dispersion is established respectively. Time-continuous dynamic pricing model. Finally, the differences between the two types of perishable products in the establishment of the model are analyzed and compared. The results show that: 1) the dynamic pricing of the two types of perishable products can increase the profit of the enterprise after the two kinds of perishable products are dynamically priced; 2) there is an optimal number of price adjustments in the sales period to maximize the profit of the seller; 3) the number of price adjustments in the advance period will have an impact on the profit and order volume of the enterprise; 4) the price of the previous stage of the sale period will affect the price of the later stage. Finally, an example is given to show that the price of perishable goods in manufacturing industry decreases with the decrease of the remaining time of perishable goods during the selling period, and the price of service products decreases first and then increases.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F273.2;F274;F224

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