论文部分内容阅读
研究了同时面对由策略顾客和短视顾客构成的顾客群体时,零售商如何制定产品的销售价格的问题。构建了由一个零售商和一个顾客群体所组成的报童模型,这个顾客群体中同时包含策略顾客和短视顾客。引入价格保障机制以实现零售商对策略顾客和短视顾客制定统一的销售价格。研究结果表明:在报童模型中,零售商实施价格保障机制可以统一定价,而不用考虑策略顾客和短视顾客的比例;在价格保障机制下,零售商所获得的利润要大于等于单纯按照策略顾客或短视顾客的保留价格定价的利润。
The problem of how a retailer formulates the selling price of a product when it is confronted with a customer group consisting of strategic customers and short-sighted customers is studied. Constructed a newsboy model consisting of a retailer and a customer group that includes both strategic and short-sighted customers. The introduction of price protection mechanism to achieve the retailer of strategic customers and short-sighted customers to develop a unified sales price. The results show that in the newsboy model, retailers can implement uniform price pricing mechanism without regard to the proportion of strategic customers and short-sighted customers; in the price protection mechanism, the retailer's profit should be greater than or equal to the pure customer according to the strategy Short-sighted customers retain the price of the price of the profit.