生鲜农产品动态定价订货策略研究

Research on Pricing and Ordering Policy of Fresh Agricultural Products

随着收入水平不断提高,我国消费者越来越关注农产品的生鲜度,农产品质量逐渐成为影响生鲜农产品需求的主要因素之一。基于消费者感知视角,通过构造生鲜农产品质量-价格-需求函数而建立零售商的利润函数,本文分析了零售商一次降价和多次降价情形下的最优订货策略和定价策略,获得了使零售商利润最大化的最优价格折扣和最优订货量,发现最优价格折扣在很大程度上受产品初始价格与感知质量弹性的影响。因此,在一次降价和多次降价情形下,不同感知质量弹性的生鲜农产品应制定不同的最优定价折扣和最优订货量。

With the rising of income levels,consumers are paying more attention to the freshness of fresh agricultural products,and the quality is becoming a main factor which affects the demand for fresh agricultural products. In this article,we first formulate the quality- price- demand function,and establish the retailer＇s profit function. Then,we analyze the optimal ordering quantity and the pricing decision under the single price markdown condition and the multiple price markdown condition respectively based on this. We could get that there is optimal price discount and optimal ordering quantity to maximize the retailer＇s profit,and the optimal discount has much relationship with the retail price at the start of the selling period. Besides,we also could find that under the single price markdown condition and the multiple price markdown condition,the fresh agricultural products with different consumers＇ perceived quality elasticity should make the different optimal ordering quantity and optimal pricing decision.