考虑托运人估值不确定的航运企业在线预售定价模型

基于托运人估值不确定和失望厌恶影响托运人订舱决策的特点,构建了航运企业量化预付定金的预售模型,探讨了航运电商背景下航运企业的在线预售定价问题,分析了托运人估值不确定,失望厌恶对航运企业在线预售策略,定价决策和收益的影响.给出了航运企业的最优预售策略和定价决策.结果表明:在托运人估值下降市场和估值上升市场,航运企业应采取预售折扣策略;舱位定价和收益是关于失望厌恶的单调减函数;当托运人失望厌恶在小范围变化时,考虑托运人失望厌恶的预售策略是最佳选择;当托运人失望厌恶在大范围变化时,不考虑托运人失望厌恶的预售策略是最佳选择.研究结果可为航运企业管理者在现实中的相关决策提供依据.

Shipping company online pre-sale pricing model considering shipper valuation uncertainty

A quantified payment pre-sale model of a shipping company is developed based on that shippers’valuation uncertainty and disappointment aversion have effect on shippers’decision.The paper discusses the online pre-sale pricing decision of the shipping company considering shipping e-commerce,then it analyzes the effect of shipper’s valuation uncertainty,disappointment aversion on online pre-sale strategy,pricing decision,and revenue.The online pre-sale strategy and pricing decision are decided.Results indicate that pre-sale discount strategy is the best strategy for shipping company both in shipper’s valuation declining market and rising market;pre-sale price and revenue are monotonically decreasing functions of shipper’s disappointment aversion;when shipper’s disappointment aversion changes in a small range,pre-sale strategy considering disappointment aversion is the best choice;when shipper’s disappointment aversion changes in a large range,pre-sale strategy doesn’t considering disappointment aversion is the best choice.The results can provide suggestions for shipping managers in relevant decisions in reality.