消费者行为偏好下易逝品供应链定价问题研究

Research on Pricing Issues of Perishable Products Supply Chain under Consumer Behavior Preference

考虑到实际生活中消费者消费行为、风险偏好的差异性,研究零售商两阶段定价的问题,构建消费者决策模型,并采取模拟仿真对模型进行验算。研究表明,在整个销售期间内,消费者对于产品估值递减越小,零售商产品定价越高;消费者风险偏好与产品销量呈反比例关系,消费者风险行为偏好的增加会导致供应链整体利润下降。零售商总体可采取降价策略且第二阶段消费者产品获得率影响整体效益,可在第一阶段降价以吸引消费者,第二阶段提价弥补第一阶段损失,降价提价幅度相当的方式减少损失。

Taking into account the differences in consumer behavior and risk preference in real life, the problem of retailer’s twostage pricing is studied, consumer decision-making models are constructed, and simulations are used to verify the models. Research shows that during the entire sales period, the smaller the consumer’s diminishing valuation of the product, the higher the retailer’s product price;the consumer’s risk appetite is inversely proportional to product sales, and the increase in consumer’s risk behavior appetite will lead to the overall profit of the supply chain decline. Retailers can generally adopt price reduction strategies and the second-stage consumer product acquisition rate affects the overall benefits. They can reduce prices in the first stage to attract consumers, and the second-stage price increases to make up for the first-stage losses, and the reduction in prices and increases are reduced by a similar amount loss.