一类具有生存/危险特征的生鲜品价格策略研究

Pricing Policy for a Class of Fresh Goods with Survival and Hazard Characteristics

研究了一个周期内零售商对一种易变质生鲜品的订购和价格决策问题。引入价格转折点概念,变质率具有三参数生存/危险特征的Weibull分布,需求率依赖于变质率和价格,建立利润最大化的目标函数,将求解最优价格的问题转化为带有控制的Bolza问题,得到最优价格表达式。通过算例,研究了价格敏感度和价格转折点变化对利润的影响,进一步给出了灵敏度分析和价格弹性分析;对于生鲜品,随着时间的推移,销售价格越来越低;对销售价格敏感的顾客,销售量随着价格转折点的滞后而降低,但在整个销售阶段的1/2到3/5附近进行价格调整有助于增加利润。

In recent years,the supply chain of cold chain has become increasingly frequent and the fresh product occupies an important proportion.Fresh product is a special kind of perishable commodity,which has a random life cycle and can be influenced by sales.So,retailers tend to make price adjustments based on the freshness of the product.The time of changing price is particularly important.In the case of no effect on normal consumption,the retail will take the price strategy to ensure sufficient profit.The ordering and pricing decision problem with a class of perishable fresh goods for the retailer is studied in one cycle,and the concept of price change point is introduced.The deterioration rate is represented by the three-parameter Weibull distribution,and the demand rate is the function of deterioration rate and the price together.The function of profit maximization is established.Solving the price function can be converted to a controllable Bolza problem which will get the optimal price representation.Through the example,the effect of price sensitivity and price turning point on the profit is studied.Further the sensitivity analysis and the price elasticity are analyzed.It shows that with the time elapsed,the sale price of fresh goods is more and more low;the more sensitive of the customers on price,the backer of the price turning point meanwhilethe price adjustment in the entire sales phase of the 1/2to the 3/5near to help increase profits.