【作者】 徐雅卿；

【Author】 XU Ya-qing;School of Economics & Management,Xidian University;

【机构】 西安电子科技大学经济与管理学院；

【摘要】 本文从消费者策略行为出发,通过建立消费者和厂商的两阶段博弈模型,讨论面对风险中性的策略型消费者时,易逝品厂商在有限库存前提下如何有效进行收益管理。重点研究了厂商在有限库存水平下,策略型消费者的行为对厂商定价机制的影响。理论分析表明,厂商应该根据自身库存和消费者的理性预期制定价格决策。得到了三种不同情形下厂商最优收益函数的一般表达式,并证明其达到最大值时决策变量的取值范围。数值分析进一步论证了理论结论。更多还原

【Abstract】 Based on strategic consumers,in this paper,a game theory model is built to discuss how to effectively do revenue management for a retailer facing limited stocks of perishable commodities.How strategic consumers’ behavior affects the retailer’s pricing mechanism is mainly analyzed.The conclusions demonstrate that retailer is supposed to make pricing mechanism based on his own stock level and consumers’ rational expectation.Mathematical expressions of revenue of the retailer are got,and the reasonable ranges of decision variables to maximize the retailer’s revenue are proved.Numerical analysis is given which further proves theoretical analysis.更多还原