短保质期产品两次定价与库存策略研究

Research on Products with Short Shelf Life by Using Two-Period Pricing and Inventory Model

【目的】讨论了短保质期产品的两阶段定价与库存策略问题,为零售商提供定价与库存决策依据。【方法】以获取最大利润为目标,建立了两次定价模式下短保质期产品的定价与库存控制模型;对模型进行分析,证实了最优初始定价和最优折扣的唯一存在性;分析了模型的求解过程。【结果】以广州市某连锁超市的"巴氏杀菌奶"为例,进行数值实验,求解最优初期定价和折扣的组合策略,并对单位时间库存持有成本和降价时间进行敏感性分析。【结论】分析结果表明:1)零售超市通过努力降低单位时间库存持有成本可以获得更多的利润;2)零售超市通过改变消费者的观念,延长t1的持续时间,可以获得更多的利润。

[Purposes]The two-stage pricing and inventory strategy of products with short shelf life is studied under the assumptions that the remaining shelf life affects demand,only one order is placed within a shelf life,and the demand is a linear piecewise function of price,aiming to provide pricing and inventory decisions for retailers.[Methods]Setting the goal of obtaining maximum profits,a pricing and inventory control model for products with short shelf life was established on the basis of the two-period pricing model.Analysis of the model confirmed the unique existence of optimal initial pricing and optimal discount.The established model was solved.[Findings]Taking the"pasteurized milk"of a chained supermarket in Guangzhou as an example,a numerical experiment was conducted to solve the portfolio strategy of optimal initial pricing and discount,and a sensitivity analysis was carried out on the inventory holding cost per unit time and price reduction timepoint.[Conclusions]It is found that:1)retail supermarkets can obtain more profits by working hard to reduce the inventory holding cost per unit of time;2)retail supermarkets can obtain more profits by changing consumer perceptions and extending the duration of t1.