面对策略顾客和短视顾客的零售商定价

研究了同时面对由策略顾客和短视顾客构成的顾客群体时,零售商如何制定产品的销售价格的问题。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。引入价格保障机制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,零售商实施价格保障机制可以统一定价,而不用考虑策略顾客和短视顾客的比例;在价格保障机制下,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。

Retailer’s Pricing Based on Strategic Customers and Myopic Customers

This paper studies how to determine the sales price of a product,when the retailer faces a customer group consisting of strategic customers and myopic customers at the same time.A newsvendor model is built,which is composed of a retailer and a customer group consisting of both strategic customers and myopic customers.The price guarantee mechanism is introduced so that it is possible for the retailer to unify price towards the strategic customers and myopic customers.Research results reveal that: when carrying out the price guarantee mechanism in the newsvendor model,the retailer can make a uniform price for the product without considering the proportion of the strategic customers and myopic customers.Moreover,compared with pricing only based on the reservation price of the strategic customers or myopic customers,the retailer can get more profits with price guarantee mechanism.