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论文编号：	1005
作者编号：	2120071901
上传时间：	2009/5/26 0:17:52
中文题目：	短生命周期电子信息产品的价格保
英文题目：	The Price Guarantee Policy of
指导老师：	侯文华
中文关键字：	电子信息产品;价格保护;价格促销
英文关键字：	electronic information product
中文摘要：	本论文设计的价格保护策略主要是针对当前价格下降快速的短生命周期的电子信息产品，这类产品由于信息技术进步很快而处于快速的更新换代中，从而使产品的生命周期很短，价格下降迅速。这样，由于价格不稳定，消费者担心购买产品后不久产品价格就下降而使得购买不划算，因此，消费者对购买产品抱持观望态度，等待产品价格下降。这与销售商希望产品能快速销售形成矛盾。本论文设计的价格保护策略就是用来解决这一矛盾的。 本论文设计的价格保护策略通过消除消费者对产品未来价格下降的担忧来促使其尽早消费，从而加快产品销售，减少销售商的库存压力，也加速了资金周转；同时对消费者来说，既能早购买早享受产品，又能从之后的价格下降中得到部分补偿，从而不必因早消费而支付过多的钱。 本论文在价格促销理论及相关文献研究的基础上，合理提出假设，建立数学模型来描述实行价格保护策略时的销售商盈利情形。本论文先建立了一般的价格保护策略模型，考虑到消费者对产品未来价格下降的不同预期，又在一般价格保护策略模型的基础上，扩展建立了划分等级的价格保护策略模型。通过将两种价格保护策略模型与无价格保护时相比，证明了价格保护策略能够使销售商获得更多的收益。同时，本论文也给出了销售商在分别采用两种价格保护策略时最优决策须满足的条件。最后，还利用数值分析对最优决策进行分析，并对模型中出现的参数做灵敏度分析，从而进一步揭示出模型内的各种本质联系。
英文摘要：	The thesis mainly designs a price guarantee policy for a special kind of electronic information products. Because information technology made rapid progress, those products is at a fast replacement, they have short life cycle and their price rapidly decline. In this way, due to price instability, consumers worry that the price of product will drop shortly after their purchase, therefore consumers hold wait-and-see attitude, waiting for lower prices. This is contrary to seller’s desire to sell fast. However, the price guarantee policy designed in this paper is used to resolve this contradiction. The price guarantee policy stimulates consumer to buy products earlier through eliminates their concerns about price drop, thereby speeding up product sales, reduce inventory pressure, but also accelerate fund’s turnover. For the consumer, they can enjoy products earlier, but not need to pay much more money for their earlier consumption, because once product’s price drop, they can receive compensation money from seller. On the base of studying price promotion theory and pertinent literatures, this thesis develops hypotheses with reason, then puts forward mathematical model to describe seller’s return. Firstly, this thesis found general price guarantee model. Then, considering consumer’s different price prospects to the same product, we extend the general price guarantee model to gradational price guarantee model. Comparing both of the models to situation without price guarantee, the thesis proved price guarantee policy can bring more revenue to seller. At the same time, this thesis also provides seller the requests their best decision need to meet when they adopt price guarantee policy. Lastly, using numerical analysis this thesis analyzes the best decisions, and did sensitive analysis on the parameters which used in model, so as to show further the essential connections in the model.
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