考虑制造商消费者特点的零售商定价订购策略

Retailer's Optimal Pricing and Ordering Policies Considering the Properties of Manufacturer and Consumers

面对策略型消费者且消费者对产品估值服从两点分布的情形,借助报童模型分析了零售商的决策行为。发现当对产品估值高的消费者所占比例较高时,零售商应该采用预售,否则不预售。接下来进一步研究制造商生产能力不确定情形下零售商的订购策略,发现直接订货无法满足零售商的订购需求,而共享需求信息可以满足零售商的订购需求。研究结果可以为新情境下零售商的决策提供理论支持。

This paper analyzes the r model when consumers are strategic and etailer＇ s decision behaviors based their valuation about the product on the newsvendor follows a two-point distribution. We find that when the ratio of high valuation consumers in the total population is high, the retailer should advance sell; otherwise, the retailer should not. After that, we model the retailer＇s order decisions when the manufacturer＇s capacity is random. We show that direct ordering strategy cannot satisfy the retailer ~s need, but sharing some information about the consumers＇ demand with manufacturer can satisfy the retailer＇s order requirements. The results can provide some support for the retailer＇s decision in the new context of business.