CAJ | 학술논문

随着市场需求的快速变化, 越来越多的热销产品在短期内会受到库存和产量的限制, 导致这些热销品出现投机买卖的机会. 另外, 策略型消费者的延迟购买行为会对零售商的定价决策和收益产生重大影响. 本文研究一个拥有固定库存数量的垄断零售商在投机商出现时, 怎么做产品定价决策. 通过运用经典的Stackelberg博弈模型, 分析了投机商和策略消费者的行为, 并得出了在两者的共同作用下, 零售商的定价策略. 并分析了策略型消费者所占比例、消费者保留价格变动系数、消费者周期2买到产品的概率等一系列因素对产品价格和零售商定价和收益产生的影响,结论表明, 在特定情况下, 投机商的存在对零售商是有益的.
수착시장수구적쾌속변화, 월래월다적열소산품재단기내회수도고존화산량적한제, 도치저사열소품출현투궤매매적궤회. 령외, 책략형소비자적연지구매행위회대령수상적정개결책화수익산생중대영향. 본문연구일개옹유고정고존수량적롱단령수상재투궤상출현시, 즘요주산품정개결책. 통과운용경전적Stackelberg박혁모형, 분석료투궤상화책략소비자적행위, 병득출료재량자적공동작용하, 령수상적정개책략. 병분석료책략형소비자소점비례、소비자보류개격변동계수、소비자주기2매도산품적개솔등일계렬인소대산품개격화령수상정개화수익산생적영향,결론표명, 재특정정황하, 투궤상적존재대령수상시유익적.
With the rapid changes in demand, lots of hot-selling products are subject to inventory and production constraints in the short term, resulting in the emergence of speculators. In addition, strategic consumer＇s delay-buying behavior will do a significant impact on the retailer＇s pricing decisions and revenue. In this paper, we consider a model that the monopoly retailer with fixed inventory makes pricing decisions when facing speculators. We use the Stackelberg model to analyze the speculators and strategic consumers＇ behavior, then we discuss the optimal price and retailer＇s revenue with strategic consumers proportions, consumer＇s reservation price variation coefficient, purchasing probability in period 2, and get the results of retailer pricing decisions. The conclusions show that the existence of speculators is benefit for retailers under specific situations.