考虑策略性消费者的生鲜农产品定价和库存决策

doi:10.16381/j.cnki.issn1003-207x.2018.11.011

摘要/Abstract

摘要： 消费者的策略性行为使零售商的生鲜农产品的定价和库存决策面临更大挑战。本文基于报童模型，综合考虑消费者的策略性行为，对生鲜农产品价值下降进行离散化处理。刻画策略性消费者的决策行为，构建零售商的单阶段和两阶段定价及库存决策模型，分析了产品价值剩余率对消费者行为、零售商最优定价、最优库存水平以及零售商利润的影响机理。研究发现，在单阶段模型中零售商最优价格和最优库存水平均随产品价值剩余率的递增而递增；而在两阶段模型中，第二阶段最优价格随价值剩余率的变化趋势可能存在阈值。

关键词: 生鲜农产品, 策略性消费者, 价值剩余率, 定价, 库存

Abstract: Fresh agricultural products such as vegetables, fruits, aquatic products and meat products are damaged and spoiled heavily in supply chains in China. The retail market is a key stage of the loss for factors like unreasonable inventory and pricing decisions. In consideration of the perishability of fresh agricultural products, retailers adopt dynamic pricing strategy to decrease their losses and promote their profits. Strategic customers weigh the benefits of purchasing today against the benefits of waiting and purchasing in the future, which makes the pricing and inventory decision-making of the fresh agriculture product retailers faced much more challenges in the retail market.
In this paper, one monopolistic fresh agricultural product retailer faced with numerous strategic consumers is considered. The retailer maximizes its profit by adjusting products' prices and inventory level in two sale periods. Strategic consumers decide which period to purchase the fresh agricultural product according to the expectation changes in price and value. A two-period model is developed to study the Decision-making process. The fresh agricultural product's decreasing of freshness is discretized by introducing of value residual rate and a rational expected equilibrium method is used in the model. The single-period scenario is also analyzed.
Through the model analysis and numerical simulation, a rational expectation equilibrium solution of retailer's optimal pricing and inventory level is obtained. The influence mechanism of fresh agricultural product's value residual rate on the retailer's optimal pricing, optimal inventory level and profit is also discussed. Results show that the retailer's optimal price and the inventory level both increase with the increment of the value residual rate in the single-period model. Moreover, there is a threshold in the variation trend of the retailer's optimal second-period price with the value residual rate in the two-period model.

Key words: fresh agricultural product, strategic consumers, value residual rate, pricing, inventory

中图分类号:

C93
F274

唐跃武, 范体军, 刘莎. 考虑策略性消费者的生鲜农产品定价和库存决策[J]. 中国管理科学, 2018, 26(11): 105-113.

TANG Yue-wu, FAN Ti-jun, LIU Sha. Pricing and Inventory Decision-making for Fresh Agricultural Products with Strategic Consumers[J]. Chinese Journal of Management Science, 2018, 26(11): 105-113.

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