摘要
受现实中生产商和大型零售商不同契约关系的启发,本文以两个生产商和一个零售商组成的系统为对象,从顾客在两种替代性产品之间的选择行为出发,分别研究了零售商定价和生产商定价模式下的最优产品定价和库存决策。研究表明,在MNL选择模型下,零售商联合定价时应当选择使得产品单位利润相等的定价策略;生产商定价博弈中存在唯一的Nash均衡。数值实验分别考察了"生产商强势"和"零售商强势"两种情形下的最优决策和利润分配情况;实验结果能给相关企业的销售模式选择带来有益的管理启示。
Motivated by the common practice that many manufactures usually sell their products through a samelarge-scale retailer,this paper studies the optimal pricing and inventory decisions for two substitutable products that are provided by two competitive manufactures.Starting from the choice behavior of customers,an in-depth investigation of two scenarios,in which the retailer and the manufactures set the retailing prices respectively,are provided.Research shows that under the multi-nominal logit（MNL） choice model,the optimal joint pricing of the retailer should choose an equal unit profit,and the pricing game between the manufactures has a unique Nash equilibrium.Numerical experiments are conducted respectively,to evaluate the optimal pricing decisions and profit allocations,for the scenarios where the manufacturers and the retailer have/has stronger bargaining powers.Results have uncovered some interesting managerial insights for the selling-mode choice of relevant enterprises.
出处
《中国管理科学》
CSSCI
北大核心
2010年第3期25-32,共8页
Chinese Journal of Management Science
基金
国家自然科学基金资助项目(70601017
70890082)
关键词
替代产品
顾客选择行为
MNL选择模型
最优定价
博弈
substitutable products
customer choice behavior
multi-nominal logit model
optimal pricing
game
