CAJ | 학술논문

随着经济的快速发展，带动了国内物流业的高速发展，物流公司之间竞争日益激烈。在竞争环境下，物流企业如何对其提供的物流服务产品定价关系着企业的利益以及长久的发展。考虑顾客效用约束，基于贝特兰德模型，建立了两个物流企业竞争的定价模型，分析了两个物流企业需求存在替代性和不存在替代性的最优服务产品定价策略。研究结果表明，无论是否存在替代性，物流企业都应该根据顾客效用的不同，采取不同的定价方法，一定条件下采取顾客导向定价法或采取成本导向定价法。最后通过数值实验分析了一些参数的影响。
수착경제적쾌속발전，대동료국내물류업적고속발전，물류공사지간경쟁일익격렬。재경쟁배경하，물류기업여하대기제공적물류복무산품정개관계착기업적이익이급장구적발전。고필고객효용약속，기우패특란덕모형，건립료량개물류기업경쟁적정개모형，분석료량개물류기업수구존재체대성화불존재체대성적최우복무산품정개책략。연구결과표명，무론시부존재체대성，물류기업도응해근거고객효용적불동，채취불동적정개방법，일정조건하채취고객도향정개법혹채취성본도향정개법。최후통과수치실험분석료일사삼수적영향。
With the development of economy, domestic logistics industry has been rapidly developed, and the competition a-mong logistics firms is becoming increasingly fierce. Under this competitive environment, how to decide the price of logistics service product directly concerns logistics corporations'survival and development. By considering customer valuation constraints, based on Bertrand Model, this paper founds pricing model for logistics firm, and analyzes the optimal pricing strategy under existing alterna-tive condition and not existing alternative condition, respectively. Research results indicates that, according to customer valuation, logistics firms should adopt segmented pricing strategy, i. e. , in some cases taking customer-oriented pricing strategy, in other cases taking cost-oriented pricing strategy. Numerical experiments illustrate the impacts of customer characteristics on the optimal pricing strategy.