考虑可变不透明度的农产品销售策略研究

doi:10.12005/orms.2023.0039

运筹与管理 ›› 2023, Vol. 32 ›› Issue (2): 9-14.DOI: 10.12005/orms.2023.0039

考虑可变不透明度的农产品销售策略研究

毛照昉, 张帆

天津大学管理与经济学部,天津 300072

收稿日期:2020-09-09 出版日期:2023-02-25 发布日期:2023-03-28
作者简介:毛照昉(1977-),男,浙江奉化人,教授,博士,研究方向:运营管理,精益物流与供应链管理,工业工程等;张帆(1996-),女,吉林吉林人,硕士研究生,研究方向:运营管理等。
基金资助:
国家自然科学基金资助项目(71872125,92167206);科技部创新方法工作专项(IM2020IM030300)

Research on Agricultural Product Marketing Strategy Considering Variable Opacity

MAO Zhaofang, ZHANG fan

College of Management and Economics, Tianjin University, Tianjin 300072, China

Received:2020-09-09 Online:2023-02-25 Published:2023-03-28

摘要/Abstract

摘要： 针对低值易损耗的农产品,生产商可以采用不同透明程度的产品盒子进行差异化定价,在满足市场多样需求的前提下提升企业收益。商家通过允许消费者选择去掉某几种产品出现的可能,调整盒子的不透明程度,决策最优的盒子定价从而降低不可控库存,并进一步对三种组合模式(仅提供单一不透明度盒子,组合两种不透明度盒子,组合三种不透明度盒子)进行比较分析,探究最优的销售组合策略与盒子定价水平。研究结果表明,对商家而言,通过不断增加可选不透明度盒子的种类,商家利润显著提高,组合三种不透明度盒子是占优决策。商家通过提高不透明度种类能够对消费者应用更精细的价格歧视,有效提高自身收益。

关键词: 不透明营销, 可变不透明度, 农产品组合, 价格歧视

Abstract: Practically, the merchant could adopt differential pricing policy of different transparent boxes for the low value perishable agricultural products, to increase corporate profits while meeting the diverse needs of the market. That is, the merchant adjusts the opacity of boxes and optimal prices to reduce uncontrollable inventory by allowing customers to exclude some products into the box. This study considers different transparency combination modes, including only a single opacity box is provided, two opacity boxes combination is provided, and three boxes combination. By applying different strategies, we explore the optimal mix strategy and corresponding pricing level. The result indicates that for manufacturer, it is always superior to take three opacity boxes combination strategy. By continuously increasing the types of optional opacity boxes, the profit of merchant can be significantly increased.

Key words: opaque marketing, variable opacity, agricultural product combination, price discrimination

中图分类号:

F253

毛照昉, 张帆. 考虑可变不透明度的农产品销售策略研究[J]. 运筹与管理, 2023, 32(2): 9-14.

MAO Zhaofang, ZHANG fan. Research on Agricultural Product Marketing Strategy Considering Variable Opacity[J]. Operations Research and Management Science, 2023, 32(2): 9-14.

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考虑可变不透明度的农产品销售策略研究

Research on Agricultural Product Marketing Strategy Considering Variable Opacity

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