考虑参照价格效应的易逝品定价与订购策略

Pricing and ordering strategy for deteriorating items with reference price effect

在考虑消费者参照价格效应的基础上,构建一个易逝品的定价与订购联合决策模型,其中产品的需求不仅依赖于销售价格还与该产品在消费者心目中的参照价格相关,变质率为常数,系统不允许缺货.分别讨论了对称参照价格效应和非对称参照价格效应两种情况下零售商的最优定价与订购决策问题,证明并得到关于模型结构的一些性质,进而设计了问题的求解算法.通过数值方法分析了参照价格效应参数和变质率对系统最优解的影响,以及两种情况下最优解之间的关系.结果显示:当面对具有参照价格依赖的消费者时,采用适当的营销策略来提高消费者的参照价格对零售商总是有利的;对高变质率产品而言,零售商可保持一个较稳定的订购策略,更多地关注产品的定价策略;面对损失厌恶型消费者,随着消费者参照价格的逐渐提高,零售商的定价与订购策略均应缓慢地改变,而不宜急剧变化.

This paper develops a joint pricing and ordering model for deteriorating items in the presence of reference price effect, in which demand is dependent on price and reference price simultaneously, deterioration rate is constant, and shortages are not allowed. We discuss the optimal pricing and ordering decision problems for retailers under symmetric reference price effect and asymmetric reference price effect, respectively. The structure properties of models is proved,and the algorithms for two cases are proposed. Nnumerical examples are given to analyze the impacts of reference price effect and deterioration rate on the optimal solutions, and explore the relationship of the optimal solutions between two cases. The results show that it is always profitable for the retailer faced with reference price dependent consumers to improve consumers’ reference price through marketing strategies. For high deterioration rate products, the retailer is suggested to maintain a stable ordering strategy, and pay more attention to pricing strategy. As consumers’ reference price gradually increases, the retailer faced with loss averse consumers should change his pricing and ordering strategy slowly,but not sharply.