策略型顾客与时变批发价下零售商的最优决策

Retailer Optimal Policies with Strategic Consumers and Time-varying Wholesale Price

在产品批发价时变并且考虑策略型顾客行为的情形下,研究了零售商的订货时机及订货量策略。以往在研究零售商订货决策时,总是假设市场上的顾客是短视型的,这与实际是不完全相符的。事实上,目前市场上策略型顾客所占的比重越来越大,并且与零售商之间存在着价格博弈的行为。通过引入理性预期均衡的概念,首先分析了策略型顾客市场上零售商的定价问题,给出了策略型顾客的保留价格及零售商的最优订货量,接着在两者预期均衡下研究了零售商最优订货时间问题,最后给出了具体的数据对模型进行验证。

This paper studies the optimal ordering time and the optimal ordering quantity of retailers. Previous researchers always assumed that customers in the market are myopic, when studying the ordering strategy of retailers. This assumption is not actual. Infact, there are more and more strategy customers in the market. At the same time, there existing games be- tween retailers and customers. It introduces the concept of rational expectations equilibrium, discusses the optimal decision of pricing strategy and ordering quantity in the market of strategy customers and finds the reservation price of strategy cus- tomers as well as the optimal quantity which retailers order. Then it analyzes the ratailers bptimal decision about ordering time in the eauilibrium. Finally several simole examoles and solution method are included.