CAJ | 학술논문

以品牌商品为研究对象，将现今较为主流的售卖模式（单、双渠道）分别引入，并与NYOP报价系统整合进而进行商品的售卖。利用数理统计、优化等方法构建数学模型，研究销售商在拥有不同库存量的情形下，为获取最大利润，各种售卖模式中的NYOP所应设置的最优保留价格。研究表明，库存有限时，两种渠道下的最优保留价格均与标价、库存量、购买率等因素有一定的数量关系，且双渠道下的最优保留价格始终大于或等于单一渠道下的。此外，在双渠道模式下销售商可以通过限制网上渠道的销售量，进而从零售渠道获得更高的利润。该研究为销售商更好地制定销售规则提供了理论参考。
이품패상품위연구대상，장현금교위주류적수매모식（단、쌍거도）분별인입，병여NYOP보개계통정합진이진행상품적수매。이용수리통계、우화등방법구건수학모형，연구소수상재옹유불동고존량적정형하，위획취최대리윤，각충수매모식중적NYOP소응설치적최우보류개격。연구표명，고존유한시，량충거도하적최우보류개격균여표개、고존량、구매솔등인소유일정적수량관계，차쌍거도하적최우보류개격시종대우혹등우단일거도하적。차외，재쌍거도모식하소수상가이통과한제망상거도적소수량，진이종령수거도획득경고적리윤。해연구위소수상경호지제정소수규칙제공료이론삼고。
This paper regards branded goods as the object of research and introduce the mainstream way of sale （ single-chan- nel and dual-channel）, then integrates them with NYOP（name your own price） quotation system to sell the goods. Meanwhile, it uses the method of mathematical statistics and optimization to construct mathematical model and researches the optimal reserve price of NYOP system in the two channels, when the retailer wants to get the maximum profits but with different inventory levels. It shows that when the inventory is limited, the optimal reserve price has a certain quantitative relationship with price, inventory, buying rate and other factors in both channels. It can also find that the optimal reserve price in the dual channel is always greater than or equal to the price of the single channel. In addition, the retailer can obtain more profits from the retail model by limiting the online sales in the dual channel. The study can provide theoretical guidance for the seller to make better marketing rules.