考虑参考价格效应的库存路径与定价问题

Inventory routing and pricing problem with reference price effect

针对客户有价格策略型行为下的供应商库存路径与定价问题(inventory routing and pricing problem,IRPP),通过将参考价格效应嵌入产品需求价格函数中,以供应商总利润最大化为目标,构建考虑参考价格效应的IRPP优化模型,设计改进的粒子群算法进行求解。通过3组不同规模的算例验证本文模型与算法的适用性和有效性。计算结果显示,考虑参考价格效应不仅有助于降低产品定价(约9%)和提升客户感知收益,而且能够降低零售商的产品总库存(约22%)、仓储资源占用成本和库存持有成本,从而提高供应商总利润(约5%)。敏感性分析结果显示:受客户记忆参数减小和增益系数增大的共同影响,供应商总利润会明显增加;受客户记忆参数和损失系数增大的共同影响,供应商总利润会迅速下降。研究结论可为电商环境下客户有价格策略型行为下的供应商IRPP优化提供决策支撑。

Aiming at the vendor inventory routing and pricing problem(IRPP)considering customers'price strategic behaviors,by embedding the reference price effect into the demand price function of products,an IRPP optimization model with the reference price effect is established,where the vendor's total profit is maximized.An improved particle swarm optimization algorithm is designed to solve the model.The applicability and effectiveness of the model and algorithm is verified through three groups of numerical examples with different scales.The calculation results show that,considering the reference price effect can not only help to lower the product price(by 9%approximately)and increase customer perceived benefits,but also can reduce the total inventory(by 22%approximately)of products at retailers,the occupation cost for warehouse resources and the inventory carrying cost,thus increasing the vendor's total profit(by 5%approximately).The results of sensitivity analysis indicate that:the vendor's total profit increases significantly with the common impacts of the reduction of the customer memory parameter and the increase of the customer gain coefficient;the vendor's total profit decreases rapidly with the common impacts of the increase of the customer memory parameter and the loss coefficient.The research conclusion can provide decision support for the optimization of vendor IRPP considering customers'price strategic behaviors in the e-commerce environment.