快速消费品零售商价格促销的最优定价策略

Research on Pricing Optimization Policies of FMCG Retailer's Promotion

对于快速消费品的零售商来说,定价同时影响着当期消费者每次访问的利润以及未来的来访者数量,存在着一个多期收益最优化的决策问题。本文就品类定价和每次访问的利润及未来店面客流量的关系进行了建模分析。结果表明,最优的长期价格总是比最大化当期利润的价格要低,同时随着未来客流量对价格的敏感性越来越高,零售商应降低当期的价格水平并牺牲部分利润,但有必要将未来客流的压力分散到各个品类。

For the FMCG retailers,pricing affects current consumer's profit per visit and the amount of future visitors.In this paper,the relationship among the category pricing and profit per visit and future store traffic is analyzed.The results show that the long-term optimal price is generally lower than the current period price of the maximum profit.At the same time,with the increasing price sensitivity of the future traffic,retailers should continue to reduce the current price and sacrifice profits.It is necessary to disperse the pressure of the future passenger traffic to each category.