在零售商-消费者两级供应链中, 零售商垄断销售市场, 研究基于消费者锚定效应的动态定价与库存问题。将消费者的锚定效应纳入决策模型中, 探讨消费者锚定的参考价格与产品的市场需求、价格的动态变化关系;利用动态规划理论建立了消费者锚定效应的动态定价与库存模型;在此基础上考虑利润折现和库存积压问题, 并分别构建了相应模型。数值分析表明, 消费者会根据市场价格的变化决定最佳的购买时机, 零售商的期望收益随着销售时间的延长而增加。
The strategy is designed for dynamic pricing and inventory control of a two-echelon supply chain, which has a monopoly retailer who sell products to customers with anchoring effect. With anchoring effect of the consumer decision-making model, reference price of customers is relation to demand and dynamic price. The model of dynamic pricing and inventory control is built, and then the model with discount factor is considered. In addition, the inventory backlog in the supply chain is investigated. The numerical result shows that consumers determine their best time to purchase according to the change of market price, and the retailer's expected revenne will be increased with the extension of sale hours.
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