基于混合型消费者的最佳库存策略

Optimal Inventory Strategy for Hybrid Consumers

针对市场中短视型消费者和策略型消费者并存的情况,研究了垄断销售商销售季节性产品的最佳库存策略,分析消费者与销售商间的博弈过程,确定了消费者的最优购买决策与销售商的最优库存策略。研究显示:如果消费者是风险规避的,且对商品估价较高的顾客数量不是很少,那么销售商分两阶段销售商品从而制造产品的配给风险是一项有利可图的策略;但是如果消费者是风险中性的,那么制造产品的配给风险不再是有利可图的。

We discuss the Inventory problem for seasonal products in a complex environment with two types of customers （myopic customers and strategic customers）. We analyze the game process between a monopoly retailer and its customers, and the optimal purchasing behavior of customers, and obtain the optimal inventory strategy for the retailer. The result shows that rationing can be a profitable strategy to influence strategic behavior of the customers. Rationing is not profitable when customers are risk neutral, but even when customers are risk averse, rationing may not be optimal if the number of high-value customers is too small.