论文部分内容阅读
文中考虑了三类异质顾客:战略顾客、迟钝顾客与询价顾客,其中,战略顾客具有完全理性与风险中性特征;迟钝顾客由于其迟钝本性,表现出有限理性与隐性风险规避特征,这两类顾客的战略等待加剧了产品供给与需求的不匹配风险。研究了销售商采用随机配给策略以减少延迟购买期中产品可获得概率,促使战略顾客与迟钝顾客提前购买的价值。结论表明,在固定折扣价格策略中,当迟钝顾客的迟钝强度较低时,销售商最优策略是故意创造配给风险分割市场;在弹性折扣价格策略中,销售商是否运用随机配给策略不仅与迟钝强度有关,还取决于弹性价格折扣幅度。然后运用数值分析对这两种机制进行了比较,发现,销售商采用弹性折扣价格策略时,弹性折扣价格越低,随机配给的价值越大,即提供较大幅度价格折扣,反而增加其利润。
Three kinds of heterogeneous customers are considered in the paper: strategic customers, retarded customers and inquiry customers, in which the strategic customers have complete rationality and risk-neutral characteristics. The retarded customers, due to their insensitive nature, show the characteristics of bounded rationality and recessive risk aversion, The strategic waiting of these two types of customers exacerbates the risk of mismatch between product supply and demand. This paper studies the value of using random rationing strategy to reduce the probability of product availability in the delayed purchase period and the strategic purchasers and slow customers. The conclusion shows that in the fixed discount price strategy, when the dull intensity of slow customers is low, the optimal strategy of the seller is to deliberately create the rationing risk distribution market. In the flexible discount price strategy, whether the seller uses the random rationing strategy is not only not Intensity, but also depends on the price elasticity of discount. Then we compare the two mechanisms by numerical analysis. It is found that when the seller adopts the flexible discount price strategy, the lower the flexible discount price, the greater the value of the random rationing, that is, provides a more substantial price discount, but increases its profit instead.