基于收益共享的双渠道定价与库存联合优化动态演化研究

Research on Dynamic Evolution of Dual Channel Pricing and Inventory Joint Optimization Based on Revenue Sharing

构建双渠道定价与库存联合优化动态演化结构,分析双渠道中以制造商为中心的各参与方之间如何对产品定价与库存联合优化实现共享收益的最大化。针对该模型实施中可能遇到的市场价格动态波动对联合决策的影响、线上线下顾客流动性及线上线下动态价格调适等问题进行研究,提出建立基于价格波动的动态决策机制、动态调适线上线下价格、对线上线下顾客实行差异化市场策略,减少相互流动等建议。

This paper constructs a dynamic evolution structure of dual-channel pricing and inventory joint optimization,and analyzes how the manufacturers-centered participants in the dual channels can maximize the sharing benefits of product pricing and inventory j oint optimization.Aiming at the problems of market price dynamic fluctuations in the implementation of the model,the impact of joint decision-making,online and offline customer liquidity,and online and offline dynamic price adjustment,this paper proposes to establish a dynamic decision-making mechanism based on price fluctuations and dynamic adjustment.Online and offline prices,differentiated market strategies for online and offline customers,and reduced mutual mobility.