基于异质性需求的按订单装配制造商产品选择和定价策略

Product selection and pricing policy of assemble-to-order manufacturer based on heterogeneous demands

考虑按订单装配制造商同时向多个市场提供同一个产品族的多种产品,不同产品带给不同消费者的效用不同,且产品面市时间越长,产品带给消费者的效用越小,因此构建了基于多市场异质性消费者的按订单装配制造商产品选择和定价模型,研究了按订单装配制造商如何基于异质性消费者的偏好和选择行为制定产品选择和定价策略,以及相应的专用零部件和通用零部件补货策略。同时,设计出遗传退火算法求解模型。通过仿真算例分析苹果公司iPhone系列产品的选择和定价案例对模型进行了论证。研究发现,制造商应该向不同市场提供同一产品族中多个不同产品和一个旗舰产品,更好地满足异质性消费者需求,提升销量;同时,应该为不同市场的相同产品制定不同的价格,并及时调整各市场上的在售产品和产品价格,以最大化其利润。

Considering the situation that an Assemble-to-Order(ATO)manufacturer provided multiple products from a same product family to multi-markets,where the utilities of a same product to different consumers were different,and decreased with the increase of its time for sale on markets,a product selection and pricing model of ATO manufacturers was proposed based on heterogeneous consumers' demands in multi-markets,and the product selection and pricing policy of the manufacturer and corresponding replenishment policy of its specific and common parts were studied according to the heterogeneous consumers' preference and choice behavior.A genetic simulated annealing hybrid algorithm was designed to solve the model.Finally,an experimental study and a case study of the product selection and pricing policy of Apple's iPhone were used to illustrate the proposed model.It was found that the manufacturer should provide different product sets with a same flagship product for different markets at different prices,and timely adjust the product sets and selling prices for maximizing its profit.