【作者】 王勇；

【导师】 李钢；

【作者基本信息】 天津大学 ， 工业工程， 2012， 硕士

【摘要】 伴随着市场竞争的日益激烈和科学技术的飞速发展，产品更新换代的速度越来越快，越来越多的产品开始具有易逝品的特征。面对复杂多变的市场环境和日趋个性化的顾客需求，零售商往往难以准确把握产品的订购数量。当零售商的订货数量超过顾客需求时，零售商不得不采用降价促销的方式处理销售期末的剩余库存。随着零售商季末促销活动频率的不断增加和促销力度的不断加强，越来越多的顾客发现等待降价购买更加有利可图。顾客在购买产品时，会在立即购买和等待降价购买之间做出对自己最有利的选择。顾客这种比较各种备选方案，以最大化自身效用的购买行为被称为“顾客策略行为”。近些年来，有关顾客策略行为的研究已经取得了长足的进展。本文对顾客策略行为进行了一些研究，主要的内容是：构建在经典报童模型基础之上，所以本文对经典的报童模型进行了简单介绍。在经典的连续报童模型中引入顾客策略行为，对经典报童模型在顾客的角度上进行了扩展；然后针对顾客策略行为，引入零售商的最惠顾客条款，对基于策略顾客的报童模型在零售商的角度上进行了扩展。经典报童模型以及扩展的两个模型为下面章节的公式推导奠定了基础。构建了由一个零售商和一个顾客群体所组成的报童模型，这个顾客群体中同时包含策略顾客和短视顾客。引入最惠顾客条款以实现零售商对策略顾客和短视顾客制定统一的销售价格。研究结果表明：在报童模型中，零售商实施最惠顾客条款可以统一定价，而不用考虑策略顾客和短视顾客的比例；在最惠顾客条款下，零售商所获得的利润要大于等于单纯按照策略顾客或短视顾客的保留价格定价的利润。零售商销售期末的降价促销行为降低了策略顾客在销售期的购买意愿。顾客被训练等待到产品降价促销时购买，这影响了零售商的销售利润。现实中的零售商往往采用多种策略提升策略顾客在销售期的购买意愿。赠品促销可以提升策略顾客对产品的估值，从而提升策略顾客在销售期的购买意愿，促使策略顾客提前购买。快速反应可以使零售商更好的应对不确定的市场需求，在减少产品缺货带来的利润损失的同时，制造稀缺促使策略顾客提前购买，可以有效的提高零售商的利润。与单纯实施一种策略相比，赠品促销策略和快速反应策略共同实施，将会给零售商带来更多的利润。更多还原

【Abstract】 With the increasingly fierce competition in the market and the rapid development ofscience and technology, the updating speed of product becomes faster and faster, and moreand more products have the characteristic of perishability. Faced with the complex andvolatile market environment and the increasingly personalized customer needs, the retaileroften has difficulty in ordering accurate quantity of the product. If the retailer orders toomany products which exceed the demand of customers, the retailer has to deal with the restof inventory through price-off promotions at the end of selling season. With increasingpromotion frequency and strengthening promotion efforts at the end of selling season, moreand more customers find that it is more profitable for them to wait for price-off promotions.When customers go shopping, they will make the best choice between buying immediatelyand waiting to purchase discount products. This kind of behavior that customers comparedifferent options to maximize their utility is known as strategic customer behavior. In recentyears, the research of customer strategic behavior has made considerable progress. Thispaper does some research on strategic customer behavior; the main work of this paper is asfollows: This paper builds upon the classic newsvendor inventory model, so the classicnewsvendor inventory model is introduced briefly. Strategic customer behavior is introducedinto the classic continuous newsvendor inventory model, which extends the classicnewsvendor inventory model from the perspective of a customer; then based on strategiccustomer behavior, most favored consumer contract and price guarantees are introduced intothe classic continuous newsvendor inventory model, which extends the classic newsvendorinventory model from the perspective of a retailer. Classic newsvendor model and twoexpansion models lay a foundation for the following chapters. A newsvendor model is built,which is composed of a retailer and a customer group consisting of both strategic customersand myopic customers. The price guarantee mechanism is introduced so that it is possiblefor the retailer to unify price towards the strategic customers and myopic customers.Research results revealed: when carrying out the price guarantee mechanism in thenewsvendor model, the retailer can make a uniform price for the product withoutconsidering the proportion of the strategic customers and myopic customers. Moreover,compared with pricing only based on the reservation price of the strategic customers ormyopic customers, the retailer can get more profits with price guarantee mechanism. At theend of selling season, the retailer always deals with the rest of inventory through price-offpromotions, which reduce customers’ willingness to buy at the selling season. Customershave largely been trained to wait for sales, which affects the retailer’s profit. In reality, a retailer often carries out many kinds of strategies to induce customers to buy early. Giftpromotion can promote the valuations of strategy customers of the products and enhancecustomers’ willingness to buy, so that strategy customers want to get the products at theselling season. Quick response can make a retailer cope with an uncertain market demandbetter. Quick response not only can reduce profit loss caused by products out of stock, butalso can make customers purchase in advance by restricting the availability of the product,which can efficiency improve retailer’s profits. Compared with carrying out either strategy,the retailer can gain more profit if he carries out gift promotion strategy and quick responsestrategy at the same time.更多还原