考虑数量折扣的易逝品两阶段价格机制研究

Optimal Two-Period Pricing of Perishable Product Considering Quantity Doscount Policy

摘要:

研究了有限库存情况下带有全量数量折扣的易逝品动态定价问题。假定顾客的保留价格服从均匀分布，厂商采取两阶段动态定价，并且当第二阶段剩余库存大于零时采取数量折扣策略。首先，考虑厂商未采取数量折扣策略，建立基本模型，给出了厂商最优两阶段价格的表达式；其次，基于基本模型给出了第二阶段最优数量折扣的表达式。最后，假设第二阶段采取的价格折扣与购买2单位产品的顾客数量比例为一次函数关系的情况下，利用MATLAB进行了模拟计算并给出了灵敏度分析。结论表明，采取数量折扣策略后，有效的降低了厂商的剩余库存，提高了厂商利润；并且顾客保留价格相差越大，厂商利润增加越明显。

Abstract:

The perishable products’ dynamic pricing with quantity discount was studied. Assuming that consumer’s reservation price draws from a uniform distribution. The seller used two-phase pricing, and introduced the all-quantity discount policy when the remaining inventory was bigger than zero in second phase. When the quantity discount was not considered, the basic model was given to present the optimal two-phase pricing strategy. Based on the basic model, the extension model gave the optimal quantity discount strategy. Finally, MATLAB was used to implement a numerical simulation and sensitive tests were provided based on the second phrase’s price discount is the linear function of the consumer’s proportion that purchased two units product. We conclude that the remaining inventory lowers and the seller’s profit increases obviously. The profit increment rate increases significantly when consumers’ reservation prices vary significantly.