考虑策略型消费者后悔心理的定价和库存策略

Pricing and Inventory Strategies Considering Strategic Consumer’s Regret

同时考虑消费者的策略行为和后悔心理,研究需求不确定时,零售商在两阶段销售单一产品的情形。采取博弈论和决策优化理论,分析高价后悔和缺货后悔对消费者购买行为以及零售商最优定价和库存的影响,探讨三种缓解消费者策略行为的零售商策略:数量承诺、价格承诺和最惠顾客保证。结果表明:高价(缺货)后悔加重(减轻)策略行为,最优定价和库存与其敏感度呈负(正)相关;为缓解策略行为,零售商采取最惠顾客保证策略最优,采取数量承诺策略或价格承诺策略次之。

Considering both consumers’strategic behavior and regret,this paper studies the situation of a newsvendor retailer selling a single product in two periods when the demand was uncertain.Based on game theory and decision optimization theory,this paper analyzes the impacts of high-price regret and stockout regret on consumers’buying behavior,as well as the retailer’s optimal pricing and inventory.In addition,three policies for alleviating consumers’strategic behavior are discussed:quantity commitment,price commitment and the most-favored-customer protection.Results show that,high-price(stockout)regret aggravates(alleviates)strategic behavior,and the retailer’s optimal pricing and inventory are negatively(positively)correlated with its intense.To alleviate strategic behavior,the retailer should adopt the most-favored-customer protection,followed by quantity commitment or price commitment.