基于价格折扣和零售商服务水平的易腐产品定价研究

万光羽1; 李青松2; 曹裕2

基于价格折扣和零售商服务水平的易腐产品定价研究

引用本文：万光羽1，李青松2，曹裕2.基于价格折扣和零售商服务水平的易腐产品定价研究[J].财经理论与实践,2019,(5):142-147

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作者	单位
万光羽1，李青松2，曹裕2	（1.湖南大学经济与贸易学院，湖南长沙410082； 2.中南大学商学院，湖南长沙410083）

中文摘要:基于价格折扣和零售商服务水平视角，建立动态标识的食品保质期的定价模型，考量零售商易腐产品定价问题。结果表明:随着折扣时间靠近产品保质期，零售商最优利润呈现下降变化趋势，而服务水平的提升可以有效缓解这一利润的减弱。通过折扣次数的分析发现，零售商存在最优折扣次数，过多的打折次数并不能提升零售商利润。鉴此，零售商在采取价格折扣策略时，需要考虑产品打折时间和折扣次数，以在有效减少产品变质带来的损失的同时增加收益。

中文关键词:易腐产品保质期定价策略服务水平

Optimal Price Markdown Strategy for Perishable Food Products Considering Retailers' Service Level

Abstract:Perishable food products require special sales management due to their short shelf lives. Our paper analyzes the optimal price markdown strategy for perishable food products with the consideration of retailers' service level. The retailers can maximize its product both by dynamically adjusting its price with descending food shelf lives and by upfront investment improving its service levels. The results show that with the markdown time getting close to the shelf life of the product, the optimal profit of retailers tends to decrease. However, increasing the service level can help alleviate the degree of price markdown, which thus increase the retailers' profits. Numerical analysis shows that there exists optimal number of markdown prices for the retailer and increasing the frequency of discounts may not improve the retailer's profits. Our results suggest that when retailers adopt a price discount strategy, they should also take both the timing of price markdown and their service levels into account.

keywords:Perishable food products Shelf life Pricing strategy Service level

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