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本文研究策略型消费者对零售商的定价和库存决策的影响。与以往的研究假设残值固定不变,且消费者均为策略型消费者不同的是,本文考虑了顾客的异质性以及残值由清仓期库存决定这一特点。本文的研究表明:在消费者均为策略型消费者,且清楚零售商将采取残值定价策略的情况下,零售商可以通过数量保证策略来提高自身的期望利润,降低库存订货量。在考虑顾客异质性的条件下,当零售商采取估值定价策略时,零售商的最大期望利润与短视型消费者在市场上的比例成正相关。并且,存在一个唯一的阈值点,当短视型消费者在市场上的比例高于这一阈值点时,估值定价策略优于保留价格定价策略,反之,则保留价格定价策略更优。
This article studies the impact of strategic consumers on retailers’ pricing and inventory decisions. Compared with the previous research assuming that the residual value is constant and the consumers are all strategic consumers, this paper considers the heterogeneity of customers and the residual value determined by the inventory of clearance period. This study shows that retailers can increase their expected profits and reduce their inventory orders when both consumers are strategic consumers, knowing retailers will adopt residual value pricing strategy. Considering the heterogeneity of customers, when the retailers adopt valuation strategy, the maximum expected profit of retailers is positively related to the proportion of short-sighted consumers in the market. Moreover, there is a unique threshold point. When short-sighted consumers are above the threshold in this market, the valuation pricing strategy is superior to the reserve price pricing strategy, otherwise, the reserve price pricing strategy is better.