消费者锚定效应下的动态定价与库存控制研究

doi:10.16381/j.cnki.issn1003-207x.2015.04.015

中国管理科学 ›› 2015, Vol. 23 ›› Issue (4): 123-128.doi: 10.16381/j.cnki.issn1003-207x.2015.04.015

消费者锚定效应下的动态定价与库存控制研究

宋鸿芳, 冉伦, 褚宏睿, 张文思

北京理工大学管理与经济学院, 北京 100081

收稿日期:2013-10-22 修回日期:2014-01-17 出版日期:2015-04-20 发布日期:2015-04-24
作者简介:宋鸿芳(1983-), 女(汉族), 河北人, 北京理工大学管理与经济学院, 博士生, 研究方向:收益管理.
基金资助:
教育部新世纪优秀人才支持计划(NCET-10-0043);国家自然科学基金资助项目(71272058,71172172,60979010);北京市自然科学基金资助项目(9102016);北京理工大学科技创新计划重大项目培育专项计划(2011CX01001);北京理工大学基础科研(20122142009)

Dynamic Pricing and Inventory Control with Anchoring Effect

SONG Hong-fang, RAN Lun, CHU Hong-rui, ZHANG Wen-si

School of Management and Economics, Beijing Institute of Technology, Beijing 100081, China

Received:2013-10-22 Revised:2014-01-17 Online:2015-04-20 Published:2015-04-24

摘要/Abstract

摘要： 在零售商-消费者两级供应链中, 零售商垄断销售市场, 研究基于消费者锚定效应的动态定价与库存问题。将消费者的锚定效应纳入决策模型中, 探讨消费者锚定的参考价格与产品的市场需求、价格的动态变化关系;利用动态规划理论建立了消费者锚定效应的动态定价与库存模型;在此基础上考虑利润折现和库存积压问题, 并分别构建了相应模型。数值分析表明, 消费者会根据市场价格的变化决定最佳的购买时机, 零售商的期望收益随着销售时间的延长而增加。

关键词: 动态定价, 库存控制, 锚定效应

Abstract: The strategy is designed for dynamic pricing and inventory control of a two-echelon supply chain, which has a monopoly retailer who sell products to customers with anchoring effect. With anchoring effect of the consumer decision-making model, reference price of customers is relation to demand and dynamic price. The model of dynamic pricing and inventory control is built, and then the model with discount factor is considered. In addition, the inventory backlog in the supply chain is investigated. The numerical result shows that consumers determine their best time to purchase according to the change of market price, and the retailer's expected revenne will be increased with the extension of sale hours.

Key words: dynamic pricing, inventory control, anchoring effect

中图分类号:

C931

宋鸿芳, 冉伦, 褚宏睿, 张文思. 消费者锚定效应下的动态定价与库存控制研究[J]. 中国管理科学, 2015, 23(4): 123-128.

SONG Hong-fang, RAN Lun, CHU Hong-rui, ZHANG Wen-si. Dynamic Pricing and Inventory Control with Anchoring Effect[J]. Chinese Journal of Management Science, 2015, 23(4): 123-128.

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消费者锚定效应下的动态定价与库存控制研究

Dynamic Pricing and Inventory Control with Anchoring Effect

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