零售商组织预订团购的最优定价决策

Retailer's Optimal Pricing Decision in Organizing Reservation Group-buying

针对零售商在直接销售产品的同时进行预订团购的定价策略问题,考虑预订团购的成功率以及预订团购失败后的顾客留存率,建立了零售商的预订团购模型,并给出了零售商的最优定价策略。结果表明,在没有顾客流失的条件下,零售商组织预订团购是有利的;随着预订团购成功率的增加,零售商的利润会增加。在有顾客流失的条件下,指出了组织预订团购对于零售商来说并非都是有利的。当团购成功率或顾客留存率大于等于二分之一时,零售商组织预订团购获得的期望利润大于直接销售获得的利润。最后通过数值例子对研究结论进行了验证。研究结果对零售商组织预订团购具有一定的指导意义。

For the retailer＇s pricing strategy in direct sales and reservation group-buying, we consider the success rate of reservation group-buying and the customer retention rate after the failure of reservation group-buying. We establish retailer＇s reservation group-buying model and get the retailer＇s optimal pricing strategy. Results show that it＇s advanta- geous for retailer to organize reservation group-buying under the condition of no loss of customers. With the increase of success rate of reservation, retailer＇s profits will increase. Under the condition of a loss of customers, we find that it＇s not always favorable for the retailer to organize reservation group-buying. Retailer＇s expected profits about reservation group-buying is greater than the direct sales＇ profits when the success rate of reservation group-buying or the customer retention rate is greater than or equal to 0.5. Finally, numerical examples illustrate the efficiency of our results. In a certain sense, our research results are of some importance for retailer to organize reservation group-buying.