基于报童模型的零售商补贴模式选择研究

Retailer’s subsidy choice based on the newsvendor model

本文以报童模型为基础,以最优化期望销售量为衡量标准,研究分析当补贴总额一定时对零售商可采用的采购补贴,销售补贴和价格补贴三种模式.研究表明,价格补贴和销售补贴的激励效果相同.同时,只有当需求的确定性部分占主导地位时,最优期望销售量随着补贴总额的增加而增长;当需求的随机部分占优势时,二者间的单调关系并不始终存在.线性需求假设结合数值分析结果显示,补贴模式的选择上存在门槛策略,当补贴总额较少时应选择采购补贴,而较为充足时则应采用销售补贴,将能够更有效地促进消费.

Based on the newsvendor model, the choice of purchase subsidy, sales subsidy and price subsidy for retailers is studied while the goal is to maximize the expected total sales. The study shows that price subsidy and sales subsidy have the same stimulation effect. Meanwhile, only when the determined part of the demand dominates, the optimal sakes increase with the increasing total subsidy, otherwise the monotonicity does not always hold. The results of linear demand case and numerical analysis show that there exists a threshold policy for the choice of retailer＇s subsidy, that is, the sponsor should choose purchase subsidy when the total subsidy is limited and sales subsidy when it＇s relatively generous.