随机环境下若干易逝品定价模型研究
发布时间：2018-08-10 07:12
【摘要】： 随着经济全球化、产品多样化和科学技术的进步,顾客对产品和服务的价格及价格变动更为敏感,其多样化的购买行为和购买动机给企业的销售预测和决策带来了极大的难度。相比其他类型的产品(或服务),易逝品的销售周期更短,顾客的需求更加多样化,市场的竞争更为激烈,给企业带来了更为严峻的挑战。如何在激烈的市场竞争中制定合理的价格,获得竞争优势,保证企业可持续发展,已成为理论界和实践界迫切需要解决的课题。 目前,解决易逝品定价最得力的方法是基于收益管理的动态定价,它是在不增加成本的情况下,通过科学的市场需求预测和合理定价使企业现有资源配置最优化。起源于航空业的收益管理不仅在客运、货运等运输领域得到了广泛应用,也已经扩展到了包括酒店、租车、零售、广播电视、互联网服务等众多服务行业,甚至在制造业(如高科技产业)也得到了相应的应用。虽然收益管理的理念能够应用于不同行业,但是每个行业的市场发展程度状况,市场运作、管理和组织存在较大的差异,因此在引进并运用收益管理来改造和完善企业运作水平和收入能力时,需要考虑行业特点,合理界定运用收益管理的方式和规模。 作为收益管理应用扩展的重要行业—集装箱运输业、零售业、互联网服务业,收益管理的应用具有鲜明的行业特征,且取得一定的成效,引起了学术界与商界的巨大重视。但就我国而言,在这些行业中,关于收益管理的理论研究和实践工作进展缓慢。特别在我国进入WTO后,行业面对愈来愈激烈的国际竞争,有必要结合行业的自身特点,以收益管理的思想和技术提高行业的服务和运作水平,进而提高行业的整体竞争力。因此,本文选择集装箱运输业、零售业、互联网服务业中具有代表性的易逝品作为研究对象。主要内容分成三个部分进行论述。 (1)集装箱运输业中易逝品定价问题。建立了以期望收益最大化为目标,需求服从泊松分布、保留价格服从指数分布和威布尔分布的集装箱舱位定价模型,得到最优定价方程,并用解析的方法得到了最优价格完整、全面的性质,最后应用算例对性质进行验证和解释。 (2)零售业中易逝品定价问题。分别研究了库存离散和库存连续下易腐商品的定价模型。对于库存连续的情形,建立了符合易腐商品特性的多阶段定价模型。该模型是以期望收益最大化为目标,库存连续、时间离散的模型。借助基于价格的报童模型,应用递归的方法对该模型进行求解。最后通过算例探讨了易腐商品的损耗对商品价值、库存及价格的影响,并对之进行管理上的解释。对于库存离散的情形,基于易腐商品的特性,建立有限时域中以期望收益最大化为目标的易腐商品的动态定价模型。这个模型是基于多级离散价格和离散库存的连续时间的收益管理模型。然后由最大凹向包络理论产生的最优价格的可行集,结合利用动态规划方法得到的价格调整的最优时间序列,形成最优价格的控制策略。 (3)互联网服务业中易逝品定价问题。分别研究了基于网上拍卖的传统易逝品定价问题和关键字广告位定价问题。在基于网上拍卖的传统易逝品定价问题中,针对商品数量有限下逢低买入拍卖模型,设计一种带极值扰动算子的QPSO(Quantum-behaved ParticleSwarm Optimization)算法进行优化和数值计算,分析了成本与价格是两级阶段以上情形时逢低买入拍卖的适用条件。在此基础上,把拍卖时间引入到模型中作为一个决策变量,分析逢低买入拍卖网站陷入困境的原因。在关键字广告位定价问题中,建立了包含保留价格的关键字广告位拍卖模型,分析了保留价格对投标者的投标策略和搜索引擎提供商的期望收益的影响,并通过数值仿真的方法对影响投标者的投标策略和搜索引擎提供商的期望收益的因素进行讨论,给出了保留价格的设置方法。
[Abstract]:With the globalization of the economy, the diversification of products and the progress of science and technology, customers are more sensitive to the price and price changes of products and services, and their diversification of purchase behavior and purchase motivation has brought great difficulty to the sales forecast and decision of the enterprise. The demand is more diversified and the competition of the market is more intense, which brings more severe challenges to the enterprise. How to make reasonable price in the fierce market competition, obtain competitive advantage and guarantee the sustainable development of the enterprise has become an urgent problem that the theoretical and practical circles need to solve urgently.
At present, the most effective method to solve perishable goods pricing is dynamic pricing based on revenue management. It is the optimization of the existing resource allocation by scientific market demand forecasting and reasonable pricing without increasing the cost. The revenue management originated in the aviation industry has been widely used in the transport fields, such as passenger transportation and freight transportation, It has also expanded to many services, including hotels, car rentals, retail, radio and television, Internet services, and even in the manufacturing industry (such as the high-tech industry). Although the concept of revenue management can be applied to different industries, the market development, market operation, management and organization of each industry The big difference, therefore, in the introduction and use of revenue management to reform and improve the enterprise operation level and income capacity, it is necessary to consider the characteristics of the industry and rationally define the way and scale of the use of revenue management.
As an important industry in the application of revenue management - container transportation, retail industry and Internet service industry, the application of income management has distinct industry characteristics and has achieved certain results, which has caused great attention in the academic and business circles. In our country, the theoretical research and practice of income management in these industries. Progress is slow. In particular, after China's entry into the WTO, the industry is faced with more and more fierce international competition. It is necessary to improve the service and operation of the industry by combining the characteristics of the industry with the thought and technology of income management to improve the overall competitiveness of the industry. Therefore, this article chooses the container transport industry, the retail industry, the Internet service industry. The representative perishable articles are studied. The main contents are divided into three parts.
(1) the problem of perishable goods pricing in container transportation. The optimal pricing equation is obtained with the goal of maximizing expected income, the demand obeys the Poisson distribution, the reserve price obeys the exponential distribution and the Weibull distribution, and obtains the optimal price, the comprehensive property and the final application. Examples are used to verify and explain the properties.
(2) the pricing of perishable goods in retail industry. The pricing model of perishable goods under inventory discreteness and inventory continuity is studied. A multi stage pricing model for perishable goods is established for the case of continuous inventory. The model is a model with the goal of maximizing expected income, continuous storage and discrete time, with the help of price based model. The model of newsboy is used to solve the model with recursive method. Finally, the effects of perishable goods on commodity value, inventory and price are discussed and explained in management. Based on the characteristics of perishable goods, the situation of the perishable goods is based on the characteristics of the perishable commodity, and the objective of maximizing the expected profit in the limited time domain is established. This model is based on the continuous time revenue management model based on the multilevel discrete price and the discrete inventory. Then the optimal price set is produced by the maximum concave envelope theory, and the optimal time series of price adjustment is obtained by using the dynamic programming method, and the optimal price control strategy is formed.
(3) the pricing problem of perishable goods in Internet service industry. The pricing problem of traditional perishable goods and keyword advertising location pricing based on online auctions are studied. In the traditional perishable goods pricing problem based on online auctions, a QPSO (Quantum-) with extreme value perturbation operator is designed for the limited purchase auction model under the limited commodity quantity. Behaved ParticleSwarm Optimization (Optimization) algorithm is optimized and numeric calculation is used to analyze the application conditions of the bargain auction when the cost and price are above the stage of stage two. On this basis, the auction time is introduced into the model as a decision variable. In the pricing problem, a keyword advertising model containing reserved prices is established, and the influence of the reservation price on the bidder's bidding strategy and the expected return of the search engine provider is analyzed, and the factors that affect the bidder's bidding strategy and the expected earnings of the search engine provider are carried out by the numerical simulation method. The method of setting up the reserve price is given.
【学位授予单位】：西南交通大学
【学位级别】：博士
【学位授予年份】：2008
【分类号】：F274;F224
本文编号：2175339
[Abstract]:With the globalization of the economy, the diversification of products and the progress of science and technology, customers are more sensitive to the price and price changes of products and services, and their diversification of purchase behavior and purchase motivation has brought great difficulty to the sales forecast and decision of the enterprise. The demand is more diversified and the competition of the market is more intense, which brings more severe challenges to the enterprise. How to make reasonable price in the fierce market competition, obtain competitive advantage and guarantee the sustainable development of the enterprise has become an urgent problem that the theoretical and practical circles need to solve urgently.
At present, the most effective method to solve perishable goods pricing is dynamic pricing based on revenue management. It is the optimization of the existing resource allocation by scientific market demand forecasting and reasonable pricing without increasing the cost. The revenue management originated in the aviation industry has been widely used in the transport fields, such as passenger transportation and freight transportation, It has also expanded to many services, including hotels, car rentals, retail, radio and television, Internet services, and even in the manufacturing industry (such as the high-tech industry). Although the concept of revenue management can be applied to different industries, the market development, market operation, management and organization of each industry The big difference, therefore, in the introduction and use of revenue management to reform and improve the enterprise operation level and income capacity, it is necessary to consider the characteristics of the industry and rationally define the way and scale of the use of revenue management.
As an important industry in the application of revenue management - container transportation, retail industry and Internet service industry, the application of income management has distinct industry characteristics and has achieved certain results, which has caused great attention in the academic and business circles. In our country, the theoretical research and practice of income management in these industries. Progress is slow. In particular, after China's entry into the WTO, the industry is faced with more and more fierce international competition. It is necessary to improve the service and operation of the industry by combining the characteristics of the industry with the thought and technology of income management to improve the overall competitiveness of the industry. Therefore, this article chooses the container transport industry, the retail industry, the Internet service industry. The representative perishable articles are studied. The main contents are divided into three parts.
(1) the problem of perishable goods pricing in container transportation. The optimal pricing equation is obtained with the goal of maximizing expected income, the demand obeys the Poisson distribution, the reserve price obeys the exponential distribution and the Weibull distribution, and obtains the optimal price, the comprehensive property and the final application. Examples are used to verify and explain the properties.
(2) the pricing of perishable goods in retail industry. The pricing model of perishable goods under inventory discreteness and inventory continuity is studied. A multi stage pricing model for perishable goods is established for the case of continuous inventory. The model is a model with the goal of maximizing expected income, continuous storage and discrete time, with the help of price based model. The model of newsboy is used to solve the model with recursive method. Finally, the effects of perishable goods on commodity value, inventory and price are discussed and explained in management. Based on the characteristics of perishable goods, the situation of the perishable goods is based on the characteristics of the perishable commodity, and the objective of maximizing the expected profit in the limited time domain is established. This model is based on the continuous time revenue management model based on the multilevel discrete price and the discrete inventory. Then the optimal price set is produced by the maximum concave envelope theory, and the optimal time series of price adjustment is obtained by using the dynamic programming method, and the optimal price control strategy is formed.
(3) the pricing problem of perishable goods in Internet service industry. The pricing problem of traditional perishable goods and keyword advertising location pricing based on online auctions are studied. In the traditional perishable goods pricing problem based on online auctions, a QPSO (Quantum-) with extreme value perturbation operator is designed for the limited purchase auction model under the limited commodity quantity. Behaved ParticleSwarm Optimization (Optimization) algorithm is optimized and numeric calculation is used to analyze the application conditions of the bargain auction when the cost and price are above the stage of stage two. On this basis, the auction time is introduced into the model as a decision variable. In the pricing problem, a keyword advertising model containing reserved prices is established, and the influence of the reservation price on the bidder's bidding strategy and the expected return of the search engine provider is analyzed, and the factors that affect the bidder's bidding strategy and the expected earnings of the search engine provider are carried out by the numerical simulation method. The method of setting up the reserve price is given.
【学位授予单位】：西南交通大学
【学位级别】：博士
【学位授予年份】：2008
【分类号】：F274;F224
【引证文献】
相关期刊论文 前1条
1 江其玟;仲伟俊;梅姝娥;;我国服务业收益管理理论研究进展[J];现代管理科学;2009年11期
相关博士学位论文 前1条
1 孟丽君;易逝品逆向物流的库存控制及车辆路径问题的优化研究[D];浙江大学;2009年
相关硕士学位论文 前2条
1 曹志敏;可替代易逝品的订货策略研究[D];西安电子科技大学;2010年
2 胡梦超;考虑顾客行为的易逝品定价问题[D];华中科技大学;2011年
，本文编号：2175339
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