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本文从消费者策略行为出发,通过建立消费者和厂商的两阶段博弈模型,讨论面对风险中性的策略型消费者时,易逝品厂商在有限库存前提下如何有效进行收益管理。重点研究了厂商在有限库存水平下,策略型消费者的行为对厂商定价机制的影响。理论分析表明,厂商应该根据自身库存和消费者的理性预期制定价格决策。得到了三种不同情形下厂商最优收益函数的一般表达式,并证明其达到最大值时决策变量的取值范围。数值分析进一步论证了理论结论。
In this paper, starting from the consumer strategy behavior, through the establishment of two-stage game model of consumers and manufacturers to discuss the face of risk-neutral strategy-based consumers, perishable goods manufacturers in the limited inventory under the premise of how to effectively carry out revenue management. This paper focuses on the influence of the behavior of strategic consumers on the pricing mechanism of firms under the condition of limited inventory level. Theoretical analysis shows that firms should make price decisions based on their own inventory and consumer rational expectations. The general expression of the optimal return function of the firm under three different conditions is obtained, and the range of decision variables is proved when it reaches the maximum value. Numerical analysis further demonstrates the theoretical conclusion.