考虑策略型消费者具有失望厌恶时联合定价和库存策略

Optimal Pricing and Inventory Strategies with Disappointment-aversion Strategic Consumers

研究了需求不确定且策略型消费者具有失望厌恶时，一个报童零售商在两个销售时期销售单一产品的情形。分析了策略型消费者具有失望厌恶时，其策略性购买行为以及零售商的定价、库存和利润将如何变化。此外，考虑了策略型消费者具有失望厌恶时，对零售商而言，价格承诺和非价格承诺何者最优的问题。结果表明：失望厌恶缓解了消费者的策略性购买行为，提高了零售商的价格、库存和利润；对于高利润产品，当失望厌恶水平较低时，零售商最优策略是价格承诺，反之，是不承诺价格；对于低利润产品，或者当失望厌恶水平较高时，零售商的最优策略是不承诺价格。

The case of a newsvendor retailer selling a single product in two sales periods was studied when the market demand was uncertain and the strategic consumers were averse to disappointment. Specifically, it was analyzed that with disappointment-aversion effects, how the consumers＇ strategic buying behavior would change, as well as the retailer＇s optimal pricing, inventory,and profit. In addition,a question was considered that which the optimal strategy was between the price commitment and non-price commitment for the retailer when the strategic consumers were averse to disappointment. The results show that disappointment-aversion alleviates consumers＇ strategic purchasing behavior and increases the retailer＇s price, inventory and profit; again, for high-margin products, when the disappointment-aversion level is low enough,the optimal strategy for the retailer is price-commitment, otherwise, is not committed to price; for low-margin products, or when the disappointment-aversion level is high enough, the optimal strategy for the retailer is not committed to price.