零售商发行购物卡时的产品订货与定价决策研究

Optimal joint pricing and ordering decisions for retailer issuing gift cards

零售商发行购物卡时的产品订货与定价决策问题.分析不发行购物卡时,当终端需求依赖于零售价格且随机时,零售商的订货与定价联合决策问题;在上述模型基础上,进一步给出购物卡发行背景下,当购物卡的需求量不受产品终端定价影响时,零售商的订货与定价联合决策问题;进而通过数值模拟分析得到购物卡对产品订货与定价的影响.研究结论表明,一定条件下,发行购物卡将提升零售商的订货量、产品销售价格以及期望利润.

Based on newsvendor model,this paper built a pricing and ordering decision model for retailers issuing gift cards.Analyzed the retailer＇s optimal joint pricing and ordering decisions when no gift card was issued.Discussed the same question when gift cards were issued.By comparing the decisions and the expected profits of the two situations,with and without gift cards,obtained the influences of the gift cards on decisions and profits.Numerical examples and sensitivity analysis were given to verify the model conclusions.The conclusions showed that retailer＇s optimal ordering,pricing and profit expectations were positively correlated with gift cards volume.