基于策略型顾客行为的策略选择研究:价格承诺或者定量配给

Strategy selection based on strategic customer behavior:Price commitment or rationing

产品上市时间的先后以及销售变化引起价格的波动,必然会引起顾客的消费行为变化.顾客通过比较不同时期产品价格的变动,选择最佳的购买时机,表现出购买行为的策略性.针对顾客的这种策略性行为,商家该制定什么样的策略?基于这个问题,本文分别构建了价格承诺和定量配给决策模型,通过对决策模型的分析,给出了不同策略下商家的产品最优定价和订货量,使商家在对应的条件下进行策略选择.对比不同策略下的结果表明:这两种策略并不能彻底消除顾客的策略行为,只是在满足一些条件下可缓解他们的策略性行为.因此,商家可根据合适的条件选择策略来达到利润最优化.最后利用数值算例分析了相关参数扰动对最优策略的影响,并给出了针对商家采取不同策略下的管理建议.

The fluctuation of price caused by the order of product’s marketing and the change of sale will inevitably cause the fluctuation of consumption behavior.Customers,who compare the changes of product’s price in different periods and choose the best purchase time,exhibit their strategic purchase behavior.For customers’strategic behavior,what kind of strategies should the merchant develop.Based on such problem,this paper constructs a price-commitment model and a rationing decision model,respectively.By analyzing of the decision models,the optimal product pricing and order quantity of merchants under different strategies are given so as to choose suitable strategies for merchants under corresponding conditions.Compare to the results under different strategies,we find that both strategies does not eliminate the strategic behavior of customers,and they can only alleviate their strategic behavior under some conditions.Therefore,merchant adopt the strategy to maximize his profit according to the appropriate condition.Finally,using a numerical example analyze of related parameters perturbation influence on optimal strategy,and also presents the different management suggestions for merchants under the different strategies.