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。
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.
[1] 李琳, 范体军.零售商主导下生鲜农产品供应链的定价策略对比研究[J].中国管理科学,2015,23(12):113-123.
[2] 中国国家统计局.2017中国统计年鉴[M].北京:中国统计出版社,2017.
[3] Wang Chong, Chen Xu. Option pricing and coordination in the fresh produce supply chain with portfolio contracts[J]. Annals of Operations Research,2017,248(1-2):471-491.
[4] 王磊.保鲜影响消费者效用的生鲜农产品订货、定价及供应链协调[D].重庆:重庆大学,2013.
[5] Qin Yiyan, Wang Jianjun, Wei Caimin. Joint pricing and inventory control for fresh produce and foods with quality and physical quantity deteriorating simultaneously[J]. International Journal of Production Economics,2014,152:42-48.
[6] Sen A. A comparison of fixed and dynamic pricing policies in revenue management[J]. Omega,2013,41(3):586-597.
[7] Aviv Y, Pazgal A. Optimal pricing of seasonal products in the presence of forward-looking consumers[J]. Manufacturing & Service Operations Management,2008,10(3):339-359.
[8] Dye C Y, Hsieh T P, Ouyang L Y. Determining optimal selling price and lot size with a varying rate of deterioration and exponential partial backlogging[J]. European Journal of Operational Research,2007,181(2):668-678.
[9] Chen Jing, Dong Ming, Yang Liang, et al. Dynamic pricing for deteriorating products with menu cost[J]. Omega,2018,75:13-26.
[10] Wang Xiaojun, Li Dong. A dynamic product quality evaluation based pricing model for perishable food supply chains[J]. Omega,2012,40(6):906-917.
[11] Du Jie, Zhang Juliang, Hua Guowei. Pricing and inventory management in the presence of strategic customers with risk preference and decreasing value[J]. International Journal of Production Economics,2015,164:160-166.
[12] Chew E P, Lee C, Liu Rujing, et al. Optimal dynamic pricing and ordering decisions for perishable products[J]. International Journal of Production Economics,2014,157:39-48.
[13] Blackburn J, Scudder G. Supply chain strategies for perishable products:The case of fresh produce[J]. Production and Operations Management,2009,18(2):129-137.
[14] 但斌,丁松.基于顾客分类的生鲜农产品二次补货策略[J].中国管理科学,2012,20(6):87-93.
[15] 王磊,但斌.考虑保鲜影响消费者时变效用的生鲜农产品多品种订货模型[J].系统管理学报,2013,22(5):647-654.
[16] 王磊,但斌.考虑零售商保鲜和消费者效用的生鲜农产品供应链协调[J].运筹与管理,2015, 24(5):44-51.
[17] Cai Xiaoqiang, Chen Jian, Xiao Yongbo, et al. Optimization and Coordination of Fresh Product Supply Chains with Freshness-Keeping Effort[J]. Production and Operations Management,2010,19(3):261-278.
[18] 肖勇波,陈剑,徐小林.到岸价格商务模式下涉及远距离运输的时鲜产品供应链协调[J].系统工程理论与实践,2008,28(2):19-25,34.
[19] Cai Xiaoqiang, Chen Jian, Xiao Yongbo, et al. Fresh-product supply chain management with logistics outsourcing[J]. Omega,2013,41(4):752-765.
[20] Coase R H. Durability and monapoly[J]. The Journal of Law & Economics,1972,15(1):143-149.
[21] Su Xuanming. A model of consumer inertia with applications to dynamic pricing[J]. Production and Operations Management,2009,18(4):365-380.
[22] Su Xuanming. Optimal pricing with speculators and strategic consumers[J]. Management Science,2010,56(1):25-40.
[23] Su Xuanming. Intertemporal pricing with strategic customer behavior[J]. management science,2007,53(5):726-741.
[24] Liu Qian, Van Ryzin G J. Strategic capacity rationing to induce early purchases[J]. Management Science,2008,54(6):1115-1131.
[25] 王夏阳,傅科,吁彬.考虑残值变化和顾客异质性的零售商定价与库存决策[J].中国管理科学,2016,24(1):97-106.
[26] Liu Qian, Shum S. Pricing and capacity rationing with customer disappointmentaversion[J]. Production and Operations Management,2013,22(5):1269-1286.
[27] Zhang Ying, Zhang Junliang. Strategic customer behavior with disappointment aversion customers and two alleviation policies[J]. International Journal of Production Economics,2017,191:170-177.
[28] Ovchinnikov A, Milner J M. Revenue management with end-of-period discounts in the presence of customer learning[J]. Production and Operations Management,2012,21(1):69-84.
[29] Chen Yingju. Optimal selling scheme for heterogeneous consumers with uncertain valuations[J]. Mathematics of Operations Research,2011,36(4):695-720.
[30] 徐贤浩,陈雯,彭红雯.基于策略消费者行为和市场细分的联合定价库存策略[J].中国管理科学,2012,20(6):78-86.
[31] 段永瑞,徐建.考虑异质型策略消费者的零售商库存分配与退款保证策略[J].中国管理科学,2017,25(8):103-113.
[32] Su Xuanming, Zhang Fuqiang. Strategic customer behavior,commitment,and supply chain performance[J]. Management Science,2008,54(10):1759-1773.
[33] 黄松,杨超,张曦.考虑战略顾客行为时的两阶段报童模型[J].系统管理学报,2011,20(1):63-70.
[34] 黄河,徐鸿雁,王旭.短生命周期产品动态定价下供应链协调问题分析[J].重庆大学学报(自然科学版),2007,30(6):150-154.
