战略消费者环境下快速反应、库存和定价策略研究

发布时间：2018-03-04 23:07

本文选题：战略消费者行为　切入点：风险偏好　出处：《北京交通大学》2017年硕士论文　论文类型：学位论文

【摘要】：面对销售商层出不穷的促销手段,越来越多的消费者会预估折扣期产品价格和产品可获得性,然后决定立即购买还是降价时再购买,这类消费者被称为战略消费者。战略消费者行为会给销售商的利润带来负面影响,此外,消费者的风险偏好、估值递减会影响消费者的购买决策,进而影响销售商的利润。为了应对日益多变的市场环境,销售商纷纷采用快速反应策略,在以往大部分研究中,假定消费者是近视消费者,表明了快速反应策略可以产生明显经济效益,但战略消费者环境下,快速反应如何影响销售商的库存和定价策略以及收益水平,销售商采用快速反应策略对战略消费者行为有什么影响,值得进一步探索。为此本文研究战略消费者环境下,考虑消费者的风险偏好和估值递减,销售商采用快速反应策略时的联合库存和定价决策。通过建立考虑战略消费者的可二次订货的报童模型,给出了销售商的最优库存和定价决策,并与不采用快速策略时的最优决策进行对比,分析战略消费者环境下快速反应的价值。研究结果表明:销售商采用快速反应策略时,最优定价及最大利润是风险偏好程度和估值递减率的增函数,而最优库存与风险偏好和估值递减无关,快速反应价值依赖于快速反应成本,当快速反应成本相对较低时,快速反应可以缓解战略消费行为给销售商带来的负面影响,但当快速响应成本较高时,快速反应策略还可能进一步降低销售商的利润,另外快速反应价值也与风险偏好和估值递减有关。进一步将研究成果拓展到异质战略消费者环境,我们证明,市场上高估值消费者所占比例对销售商的最优决策和快速反应价值有影响,高估值消费者越多,快速反应价值越大。
[Abstract]:In the face of the incessant sales promotion of sellers, more and more consumers will estimate the price and availability of discounted products, and then decide whether to buy immediately or when the price is reduced. Such consumers are called strategic consumers. Strategic consumer behavior has a negative impact on sellers' profits. In addition, consumers' risk appetite and declining valuation can affect consumers' buying decisions. In order to cope with the ever-changing market environment, retailers have adopted rapid response strategies. In most previous studies, consumers were assumed to be nearsighted consumers. The results show that rapid reaction strategy can produce obvious economic benefits. However, under the strategic consumer environment, how does rapid reaction affect the inventory and pricing strategy and the profit level of the seller? It is worth further exploring what the impact of rapid response strategy on strategic consumer behavior. Therefore, this paper studies the risk preference and diminishing valuation of consumers in the context of strategic consumers. The joint inventory and pricing decision when the seller adopts the rapid response strategy, the optimal inventory and pricing decision of the seller are given by establishing a newsboy model that considers the secondary ordering of strategic consumers. Compared with the optimal decision without fast strategy, the value of rapid response in strategic consumer environment is analyzed. The results show that: when the seller adopts fast response strategy, Optimal pricing and maximum profit are the increasing functions of risk preference degree and valuation decline rate, while optimal inventory has nothing to do with risk preference and valuation decline. Rapid reaction value depends on rapid reaction cost, when rapid reaction cost is relatively low, Rapid response can mitigate the negative impact of strategic consumption behavior on the seller, but when the rapid response cost is high, the rapid response strategy may further reduce the profit of the seller. In addition, the rapid response value is also related to risk preference and diminishing valuation. Further research results have been extended to heterogeneous strategic consumer environments, and we have demonstrated that, The proportion of high-valued consumers in the market has an impact on the optimal decision and rapid response value of the seller. The more high-valued consumers, the greater the rapid response value.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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