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基于消费者对相似产品的不同支付意愿,研究了零售商补货及反应性定价策略。通过两阶段模型的建立和求解,找出反应性定价的规律并确定产品的补货量。归纳了在清仓定价(延迟定价的特例)和无延迟定价下零售商的定价和补货策略。借助数值仿真,讨论了市场波动性和产品接受度对最优决策及利润的影响并比较了不同定价模式(反应性定价、清仓定价、无延迟定价)的影响。
Based on the consumers’ different willingness to pay for similar products, retailer replenishment and reactive pricing strategies are studied. Through the establishment and solution of the two-stage model, the law of reactive pricing can be found out and the quantity of products replenished can be determined. The retailer’s pricing and replenishment strategies are summarized in clearance pricing (a special case of delayed pricing) and non-delayed pricing. By means of numerical simulation, the influence of market volatility and product acceptance on optimal decision-making and profit is discussed and the effects of different pricing models (reactive pricing, clearance pricing, non-delayed pricing) are compared.