基于消费者选择行为的按订单装配组装商产品选择及定价策略

Product selection and pricing policy of ATO manufacturer based on customer choice behavior

考虑消费者基于其对产品族中各种产品的不同偏好程度和价格敏感程度选择所购买产品,通过构建基于消费者选择行为的面向订单装配组装商生产模型,研究了产品族面向订单装配组装商如何通过合理的产品选择和定价来满足消费者的多样化异质需求,并提出模型最优解的寻优算法。理论和仿真算例分析表明,面向订单装配组装商在制定其最优产品选择及定价策略时,无需考虑整个产品族的单位时间总需求,只需结合消费者的选择行为、产品性能和质量以及各零部件的价格和单位时间保管成本,考虑如何以差异化的产品尽可能将消费者的潜在需求转化为现实需求。

Under the assumption that customers make their product purchase decision based on their preference and price-sensitive on the products of the same product family,an Assemble-to-Order（ATO）manufacturer production model based on customer choice behavior was developed,and how an ATO manufacturer matched customers’ diverse heterogeneous demand through making reasonable product selection and pricing policy was researched.An algorithm for the optimal solution of the model was proposed.Theoretical and numerical analysis showed that when an ATO manufacturer made its product selection and pricing policy,the potential demand per unit time of the whole product family should not be considered,but the differentiated products to change customer’s potential demand into real demand was considered by combining with customer choice behavior,performances and qualities of products,and selling prices and unit holding costs of the components.