价值工程
價值工程
개치공정
VALUE ENGINEERING
2014年
20期
22-25
,共4页
供应链管理%理性预期均衡%战略顾客%顾客惰性
供應鏈管理%理性預期均衡%戰略顧客%顧客惰性
공응련관리%이성예기균형%전략고객%고객타성
supply chain management%rational expectation equilibrium%strategic customer%customer inertia
本文研究了存在顾客惰性时的零售商的最优定价与存货决策问题。假定产品的销售分为正常销售阶段和清仓处理阶段，顾客在确定最优购买时机时会战略性地比较提前购买和延迟购买时获得的期望效用，同时顾客也可能存在延迟购买的消费惰性。利用理性预期均衡分析，分析了存在顾客惰性时零售商的最优定价与存货数量，并且比较了战略顾客行为下和顾客惰性下的零售商的最优定价和存货数量的关系。研究表明，顾客惰性的存在减少了零售商的期望利润，降低了零售商的最优销售价格，同时也降低了零售商的最优存货数量。
本文研究瞭存在顧客惰性時的零售商的最優定價與存貨決策問題。假定產品的銷售分為正常銷售階段和清倉處理階段，顧客在確定最優購買時機時會戰略性地比較提前購買和延遲購買時穫得的期望效用，同時顧客也可能存在延遲購買的消費惰性。利用理性預期均衡分析，分析瞭存在顧客惰性時零售商的最優定價與存貨數量，併且比較瞭戰略顧客行為下和顧客惰性下的零售商的最優定價和存貨數量的關繫。研究錶明，顧客惰性的存在減少瞭零售商的期望利潤，降低瞭零售商的最優銷售價格，同時也降低瞭零售商的最優存貨數量。
본문연구료존재고객타성시적령수상적최우정개여존화결책문제。가정산품적소수분위정상소수계단화청창처리계단，고객재학정최우구매시궤시회전략성지비교제전구매화연지구매시획득적기망효용，동시고객야가능존재연지구매적소비타성。이용이성예기균형분석，분석료존재고객타성시령수상적최우정개여존화수량，병차비교료전략고객행위하화고객타성하적령수상적최우정개화존화수량적관계。연구표명，고객타성적존재감소료령수상적기망리윤，강저료령수상적최우소수개격，동시야강저료령수상적최우존화수량。
The retailer's optimal pricing and ordering decisions with customer inertia are studied in this paper. It is assumed that the sales period concludes both normal selling period and clearance disposal period. The customers determine the optimal purchase time according to the comparison of the expected utility with spot purchase and delayed purchase. Meanwhile, customers have an inherent inertia to delay purchase. The rational expectation equilibrium analysis is utilized, and the retailer's optimal pricing and stocking quantity with customer inertia are analyzed. The optimal pricing and stocking quantity with strategic customer behavior and with customer inertia are compared. The results indicate that customer inertia reduces the retailer's expected profit, reduce the retailer's optimal selling price, and also reduces the retailer's optimal stocking quantity.
