考虑预付定金和退货的SMPEs产品定价与优化策略

doi:10.12005/orms.2019.0214

运筹与管理 ›› 2019, Vol. 28 ›› Issue (9): 181-191.DOI: 10.12005/orms.2019.0214

考虑预付定金和退货的SMPEs产品定价与优化策略

程硕^1,3, 曹铭², 程明宝³, 张弓亮¹

1.仲恺农业工程学院管理学院,广东广州 510230;
2.广东金融学院经济贸易学院,广东广州 510521;
3.广东工业大学管理学院,广东广州 510520

收稿日期:2017-11-24 出版日期:2019-09-25
通讯作者: 曹铭(1989-),女,湖北随州人,讲师,博士,研究方向:管理决策分析。
作者简介:程硕(1988-),男,湖北荆州人,讲师,博士,研究方向:生产系统组织与优化,物流与供应链管理。
基金资助:
国家自然科学基金面上项目(71571050);中国博士后科学基金面上项目(2018M633019);教育部人文社科基金项目(18YJC790003);广州市哲学社会科学规划项目(2017GZQN13,2018GZQN45);广东省教育厅青年创新人才类项目(2017WQNCX67,2017WQNCX107)

Product Pricing and Optimization Strategy of SMPEs with Customer Prepayment and Returns

CHENG Shuo^1,3, CAO Ming², CHENG Min-bao³, ZHANG Gong-liang¹

1. School of Management, Zhongkai University of Agriculture and Engineering, Guangzhou 510225, China;
2. School of Business and Economics, Guangdong University of Finance, Guangzhou 510521,China;
3. School of Management, Guangdong University of Technology, Guangzhou 510520,China

Received:2017-11-24 Online:2019-09-25

摘要/Abstract

摘要： 借鉴中小制造型企业(SMPEs)在线渠道预售模式,考虑市场中存在预付订金和不预付订金的顾客,并将其退货情况引入到生产商利润表达式中,构建确定性和随机性市场需求下的SMPEs产品销售利润最大化模型,推导生产商产品最优定价的解析解;对比两种销售模式的利润,得到了生产商选择不同销售策略的条件。进一步考虑预付定金的产品数量、预交定金比例、退货数量是关于价格折扣敏感的情况,采用拉格朗日乘子法对生产商产品定价及优化问题进行研究,分析求得生产商销售策略(产品定价和价格折扣)的近似最优解。最后,通过数值算例对研究结论进行了验证并给出经济学解释。

关键词: 网上直销, 预付定金, 顾客退货, 产品定价, 价格折扣

Abstract: Based on advance booking online of Small and Medium-sized producing Enterprises(SMPEs)with customers(prepaid and non prepaid), this paper researches the optimal pricing for maximizing the profit of the manufacturer under the demand function of certainty and randomness considering returns. Comparing the profits of the two sales modes, the criteria for manufacturers to choose different strategies are obtained. The quantity of products, the proportion of prepaid and the return which is sensitive to the price discount are further considered. The Lagrange multiplier is used to study the pricing and optimization of the manufacturer's products, and the approximate optimal solutions(pricing and discount)of manufacturer are obtained. Finally, a numerical is given to verify above conclusions and economic explanations are shown.

Key words: selling online, customer prepayment, customer returns, pricing decisions, price discount

中图分类号:

F253.4

程硕, 曹铭, 程明宝, 张弓亮. 考虑预付定金和退货的SMPEs产品定价与优化策略[J]. 运筹与管理, 2019, 28(9): 181-191.

CHENG Shuo, CAO Ming, CHENG Min-bao, ZHANG Gong-liang. Product Pricing and Optimization Strategy of SMPEs with Customer Prepayment and Returns[J]. Operations Research and Management Science, 2019, 28(9): 181-191.

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考虑预付定金和退货的SMPEs产品定价与优化策略

Product Pricing and Optimization Strategy of SMPEs with Customer Prepayment and Returns

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