价格敏感需求下零售商的最优定价策略

Optimal pricing strategy of retailer with price-sensitive demand

研究单个零售商单个制造商的二级供应链的经典报童模型,考虑单周期下报童模型的联合最优定价-订购决策.分析了需求随机且价格敏感情况下系统的最优价格,给出了最优决策的存在性的充分条件.区别于以往相关的研究,假设需求函数是更一般化的加乘型需求函数.在一些合理的假设下,保证随机需求情况下零售商的期望利润函数是对数凸的.证明了由于需求除价格外随机扰动的存在,零售商的期望收益总是小于仅受价格影响时可获得的确定性收益.另外,假设需求的期望具有递增的价格弹性,可以保证仅受价格影响时可获得的确定性收益函数是拟凸的.本结论可以延伸到带有缺货惩罚的单周期报童模型的联合最优定价-订购决策问题,在理论上更具有一般性,对研究多零售商的价格竞争决策问题和供应链契约协调等问题提供了重要理论依据.

The classical one manufacturer and a decisions during a sing newsvendor model a two - echelon supply chain system formed by single retailer and the problem about the optimal pricing and ordering selling season were researched. The demand for the product was re- garded as price - dependent and stochastic, and the existence of the optimal strategy was proved. Unlike previous research, this paper supposed that the stochastic demand function was the additive - muhiplicative model, which was more general. Three reasonable condi- tions establish the log - concavity of the retailer＇ s expected profit function. Due to the pres- ence of exogenous random disturbance of demand, it turns out that the retailer＇ s expected profit is always less than the deterministic profit which is only affected by price. In addition, if the mean demand has increasing price elasticity, the deterministic profit is quasi -con- cave. These results can be extended in the single period newsvendor model with shortage penalty, and provide important theory evidence for other related research such as multi -re- tailer competition and supply chain contract coordination.