摘要
随着越来越多的网上零售商开始实施有条件的免运费策略,如何确定免运费的条件和运费成为电商企业面临的重要问题。该问题抽象成为一个两阶段的博弈模型:首先消费者根据效用最大化的原则确定购买决策,然后零售商在考虑消费者购买决策的基础上依据利润最大化原则设定物流定价策略。通过算法设计和算例分析,得到免运费阈值设定在产品价格组合边界时,零售商利润会发生跳跃。
With more and more B2C companies start to provide free delivery service to attract the customers, how to design the free-shipping rule to maximize the retailers＇ profit and market share has become a new problem facing the online retailers. This paper decomposed the problem into a two-stage model ： customer＇ s behavior model and retailer＇ s profit model. First, it built the customer＇ s behavior model to get the optimal purchasing decisions of consumers under a given free shipping threshold and product price. And then it maximized the retailer＇ s profit model which was established on the result of the customer＇ s beha- vior function to determine the optimal free shipping policy of retailer. Through algorithm design and numerical study, it found that the retailer＇ s orofits would jump when free shipping threshold was set at the boundary of product price combination value.
出处
《计算机应用研究》
CSCD
北大核心
2013年第9期2619-2621,2676,共4页
Application Research of Computers
