全渠道电商库存路径及定价问题优化研究

Optimization of Inventory Routing and Pricing Problem for Omnichannel E-commerce

针对全渠道模式下电商库存路径及定价问题,考虑各前置仓需求不确定因素,本文提出一种按照不同售卖渠道的商品差异化定价策略,通过设置电商关于需求不确定风险态度的保守系数,构建以总利润最大化为目标的混合整数非线性鲁棒优化模型,并设计自适应模拟退火粒子群算法进行求解。选取含有10个和20个前置仓的两组算例,验证本文模型算法的适用性和有效性。实验分析结果显示,相比于统一定价,差异化定价可以提高电商总利润分别约5%和6%。敏感性分析结果表明,提升线上客户的线下购物体验以增加线上自提渠道客户数量,并组织线上营销活动以提高线上客户对电商促销努力的敏感度,能给电商带来更高的利润;掌控未来市场波动风险并准确预测需求信息以降低电商保守系数和需求最大偏离系数,亦可提高电商总利润。研究结论可为电商制定前置仓库存配送路径策略与各渠道商品定价方案提供参考。

This paper studied the inventory routing and pricing problem for e-commerce companies operating in the omnichannel mode.Considering the uncertain demand factor of each front warehouse,a differentiated pricing strategy for goods in different selling channels was proposed.A mixed-integer nonlinear robust optimization model was constructed with the objective of maximizing the total profit.The e-commerce company's risk attitude on the demand uncertainty is set by the conservative coefficient.And then an adaptive simulated annealing particle swarm algorithm was designed to solve it.Two sets of examples were selected,including 10 and 20 front warehouses,to verify the applicability and effectiveness of the proposed model and algorithm.The results of experimental analyses show that differentiated pricing can increase the total profit of the e-commerce company by about 5%and 6%,respectively,compared with uniform pricing.The results of the sensitivity analysis indicate that,enhancing offline shopping experiences of online customers to increase the number of customers who buy online and pick-up in store,and organizing online marketing activities to increase the sensitivity of online customers to e-commerce promotion efforts,can bring higher profits to e-commerce companies.Controlling future market volatility risks and accurately predicting demand information to reduce e-commerce companies'conservative coefficients and maximum demand deviation coefficients can also increase total profits of e-commerce companies.The findings of the study can provide a reference for e-commerce companies to formulate inventory routing strategies for their front warehouses and goods pricing schemes for their selling channels.