竞争环境下企业价格和提前期决策模型研究

Price and Lead Time Decisions under Competitive Environment

研究了在一个细分为忠诚顾客市场和竞争市场的需求结构下,两个企业如何制定最优的价格和提前期决策以最大化自身利润的问题。研究结果表明:在价格敏感型顾客需求下,随着两个企业忠诚顾客市场需求规模的减小和竞争市场需求规模的增大,两个企业都会设定较短的提前期和较高的价格来获得更多的利润。而且,当一个企业的顾客提前期和价格综合敏感系数不断增大时,另一个企业会大幅降低价格来吸引需求和争夺市场。此外,在提前期敏感型顾客需求下,两个企业的最优提前期和最优价格并不会随着市场需求结构和顾客提前期和价格综合敏感系数的变化而变化,但最优利润会随着另一方的忠诚顾客市场需求规模的增大而减少。

This study investigates how two competitive enterprises determine the optimal price and lead time to maximize profits in a circumstance where market demand structure can be divided into loyal customer market share and competitive customer market share.The results show that,as customers are price sensitive,both enterprises will set a shorter lead time and a higher price with the decreases of loyal customer market share and the increase of competitive customer market share.Moreover,an enterprise will decrease its price sharply to attract market demand as the customer＇s price and lead time sensitive index of the other enterprise increase.However,as customers are lead time sensitive,the optimal lead time and price decisions of both enterprises will remain and not be impacted by the market structure and customer＇s price and lead time sensitive index,whereas one enterprise＇s profit will decrease by the other enterprise＇s loyal customer market share.