供给短缺下考虑消费异质性的零售商定价策略

doi:10.16381/j.cnki.issn1003-207x.2021.2453

Abstract

Abstract:

Numerous retailers prefer to sell multiple product variants to cate for consumers of different tastes. It contributes to obtaining competitive advantage and expanding market shares. These product variants mainly differ in attributes such as color and size. However， supply shortage of a certain product is a common problem for a retailer selling multiple product variants. To this end， many downstream retailers adopt some pricing strategies to mitigate this supply risk. There are two pricing modes： uniform pricing and differentiated pricing. Under the differentiated pricing strategy， products are set with unequal prices. Under the uniform pricing strategy， the retailer designs the identical price.To understand two pricing strategies， two methods are combined： mathematical optimization and multi-agent modelling. First， a mathematical optimization model is developed including one retailer and many consumers. The retailer sells two product variants in market. Specially， these consumers are heterogeneous， who select one of products to buy. Pricing decisions and two pricing strategies are compared by the theoretical model. Second， a more complex model is extended based on the multi-agent modelling. Considering product valuation gap， ordering decision and bounded rationality， pricing strategies are further studied in a dynamic environment. There are two shortage cases considering product valuation gap： the product with a large valuation is short and the product with a small valuation is short. The impacts of valuation gap and supply risk on pricing strategies are investigated.The results show that　（1） When products compete with each other， the differentiated pricing strategy is a better choice. （2） If each product monopolizes own market， the uniform pricing should be selected. （3） Product valuation gap has an impact on a retailer’s pricing strategy. Especially， when the product with a lower valuation is not sufficient， the uniform pricing should be used. （4） A retailer’s ordering decision depends on the market environment under demand uncertainty. These managerial insights can be used for firms to select pricing strategies to mitigate the supply uncertainty risk in reality.

Key words: product variants, pricing strategies, supply shortage, mathematical optimization, computational experiment

CLC Number:

C934

Heng Du,Ke Lu. Pricing Strategies of a Retailer Facing Heterogeneous Consumers under Supply Shortage[J]. Chinese Journal of Management Science, 2024, 32(7): 201-211.

Figures/Tables 7

符号	说明	符号	说明
$p i$ （决策变量）	产品i的销售价格	$w$	批发价格
$q i$ （决策变量）	产品i的订货量	d	产品横向差异
$p i T$ （决策变量）	产品i在周期T时的销售价格	t	单位适应成本
$q i T$ （决策变量）	产品i在周期T时的订货量	v	产品估值
$λ$	供应不确定系数	$D i T$	产品i在T周期的实际市场需求
$μ$	供应不确定均值	T	周期
$s$	产品残余价值	$β$	泊松分布均值
N	消费者总量	$σ 0$	供给不确定标准差
$θ$	市场估值差异系数	$σ 1$	消费者对产品1的估值标准差
$U i T$	产品i在周期T时的消费者效用	$σ 2$	消费者对产品2的估值标准差
$ε i$	消费者对产品i估值的不确定性	$π$	利润

参数	取值	参数	取值
$s$	5,10,15	$μ$	0.3,0.5,0.7,0.9
$w$	20,25,30	$σ 0$	0.05,0.1,0.15
$β$	200,250,300	$σ 1$	5,10,15,20
$θ$	0.3,0.5,0.7,0.9	$σ 2$	5,10,15,20
$v$	180,200,220,240

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Pricing Strategies of a Retailer Facing Heterogeneous Consumers under Supply Shortage

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