基于数字孪生的智能制造企业产品定价决策

Product pricing decision of intelligent manufacturing enterprise based on digital twins

为实现智能制造企业服务化转型下客户对产品需求实现和交付时间的更高要求,考虑数字孪生的技术成本、需求实现能力和交付时间等因素,分别建立生产型智能制造企业和基于数字孪生的服务型智能制造企业的竞争性定价决策模型,对模型均衡解及仿真结果进行对比分析。研究发现:当虚实一致程度带来的效用增益高于数字孪生技术成本时,服务型智造企业才有动力投入数字孪生,但长远看技术成本的增长会被更高的服务效用所抵消;在虚实一致程度边界内外客户对需求实现能力的敏感系数变化对两类智造企业产品定价、需求和利润会产生不同影响;随着客户对产品交付时间的敏感程度增加,数字孪生缩短产品交付时间能够改善服务型智造企业因时间而导致的定价劣势。

In order to meet the higher requirements of customers for product demand realization and delivery time under the service-oriented transformation of intelligent manufacturing enterprises,this paper establishes competitive pricing decision-making models for production-oriented intelligent manufacturing enterprises and serviceoriented intelligent manufacturing enterprises based on digital twins,and comparatively analyses the equilibrium solution of the model and simulated results,considering the technical cost,demand realization ability and delivery time,etc.The results show that only when the utility gain brought by the degree of consistency between virtual and real is higher than the cost of digital twin technology,service-oriented intelligent manufacturing enterprises have the motivation to invest in digital twin.However,in the long run,the increase in technology costs will be offset by higher service utility;The sensitivity coefficient changes of customers to demand realization ability within and outside the boundary of virtual and real consistency will have different impacts on the pricing,demand,and profit of two types of intelligent manufacturing enterprises;As customers become more sensitive to product delivery time,shortening product delivery time through digital twins can improve the pricing disadvantage of service-oriented intelligent manufacturing enterprises due to time.