考虑顾客惰性时的供应链定价与存货决策研究

本文研究了存在顾客惰性时的零售商的最优定价与存货决策问题。假定产品的销售分为正常销售阶段和清仓处理阶段,顾客在确定最优购买时机时会战略性地比较提前购买和延迟购买时获得的期望效用,同时顾客也可能存在延迟购买的消费惰性。利用理性预期均衡分析,分析了存在顾客惰性时零售商的最优定价与存货数量,并且比较了战略顾客行为下和顾客惰性下的零售商的最优定价和存货数量的关系。研究表明,顾客惰性的存在减少了零售商的期望利润,降低了零售商的最优销售价格,同时也降低了零售商的最优存货数量。

Supply Chain Pricing and Stocking Decisions when Considering Customer Inertia

The retailer＇s optimal pricing and ordering decisions with customer inertia are studied in this paper. It is assumed that the sales period concludes both normal selling period and clearance disposal period. The customers determine the optimal purchase time according to the comparison of the expected utility with spot purchase and delayed purchase. Meanwhile, customers have an inherent inertia to delay purchase. The rational expectation equilibrium analysis is utilized, and the retailer＇s optimal pricing and stocking quantity with customer inertia are analyzed. The optimal pricing and stocking quantity with strategic customer behavior and with customer inertia are compared. The results indicate that customer inertia reduces the retailer＇s expected profit, reduce the retailer＇s optimal selling price, and also reduces the retailer＇s optimal stocking quantity.