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论文编号：	4348
作者编号：	2120102216
上传时间：	2012/6/7 12:13:40
中文题目：	存在需求转移情况的易逝品定价问题研究
英文题目：	Research on the Pricing Problem of Perishable Products with Customer Demand Transfers
指导老师：	张建勇
中文关键字：	易逝品;替代性需求转移;竞争性需求转移;策略性需求转移;定价
英文关键字：	perishable products;alternative demand transfer;competitive demand transfer;strategic demand transfer;pricing
中文摘要：	随着科学技术的发展，产品的更新换代速度也会越来越快，越来越多的产品具有易逝品的特征。与此同时，随着经济的不断发展，人民的生活水平不断提高，顾客消费习惯也发生了很大的改变，顾客不再像以前那样依赖和忠诚于某一特定产品，顾客需求会随着市场环境的变化而发生转移。因此，研究存在需求转移情况的易逝品定价问题对企业产品定价决策具有一定的指导意义。 本文首先总结归纳相关研究现状，明确需求转移的定义，并根据定义将需求转移细分为：（1）替代性需求转移；（2）竞争性需求转移；（3）策略性需求转移。在这个基础上，本文这三种情况进行易逝品的定价研究。 存在替代性需求转移情况的易逝品定价研究。本文研究随机需求环境下企业销售高档和低档两种产品的定价问题，首先研究了不存在替代性需求转移情况下高低档产品定价问题，以企业的利润最大化为目标构建了高低档产品的定价模型，并求出最优定价策略；然后在此基础上确定存在替代性需求转移情况下的高档产品的最优优惠价格；最后利用MATLAB软件进行数值分析并对分析结果进行解释。 存在竞争性需求转移情况的易逝品定价研究。本文基于市场上的顾客具有一定的购买倾向但有的顾客不忠诚，企业通过价格折扣销售可以吸引不忠诚顾客发生需求转移的假设进行的。首先，研究确定了不存在竞争性需求转移情况，企业竞争达到稳定的均衡定价策略；然后，在此基础上分别研究单一企业进行价格折扣销售发生的单向竞争性需求转移，企业双方都进行价格折扣销售发生双向竞争性需求转移情况的企业最优价格折扣，进而确定企业的均衡价格策略；最后利用MATLAB软件对需求转移情况进行数值分析，验证与解释研究结果。存在策略性需求转移情况的易逝品定价研究。本文将企业将销售划分为正常销售阶段和脱销销售阶段的情况，顾客根据其保留价格与效用决定在那个阶段进行购买，并以企业总利润最大化为目标构建了存在策略性需求转移情况的易逝品定价模型，求得企业的最优价格策略，最后用数值分析对研究结果进行验证和解释。
英文摘要：	With the development of science and technology, the updating for products becomes faster and faster, more and more products have the characteristics of the perishable product. As the same time, with people's living standard rising, the customers have a big shift in their consumer habits and have increasingly high demand for the products and services. Moreover, the customer is no longer as before, dependent and loyal to a particular product but change their needs as the surrounding market environment changes. Therefore, the study of pricing problem for perishable products with the demand transfers has a great meaning for product pricing decisions of enterprises. This thesis first summarizes the related research and gives a definition of Demand Transfer based on the observation of life. According to this definition the Demand Transfer can be subdivided into (1)alternative demand transfer; (2)competitive demand transfer; (3)strategic demand transfer. In this paper the pricing problems of perishable goods in these three cases are studied. The first is a pricing problem of perishable product with alternative demand shift. This part assumes that the monopoly sales two products of high-grade and low-grade under stochastic demand. First, the pricing models of the high-grade and low-grade products in the case of not existing alternative demand transfers are established respectively to maximize the firm's expected profit. Second ,basing the optimal pricing of the high-grade and low-grade products in the case of not existing alternative demand transfers, the optimal discount pricing of the high-grade product in the case of existing alternative demand transfers is determined. Finally, MATLAB software is used to solve the model and the numerical analysis is given to verify the findings and interpretation. The second is a pricing problem of perishable product with competitive demand shift. This part assumes that the market is competitive, and the customer has the propensity to buy , but some customers disloyal. Enterprises can attract disloyal customer demand for the transfer through price discounts. In this part three pricing models of perishable goods in three cases of not exist, one-way and two-way competitive demand shift are established respectively to maximize the firm's expected profit. Finally, MATLAB software is used to solve the model and the numerical analysis is given to verify the findings and interpretation. The third is a pricing problem of perishable product with strategic demand shift. Strategic demand transfer is a process that the customer give up to buy products or services at some stage but turn to the next stage due to the customers' strategic behavior. In this paper, the sales of enterprises are classified as normal sales stage and out of stock sales stage. A pricing model of perishable goods in the case of strategic demand shift are established to maximize the firm's expected profit. And the optimal pricing strategies of the enterprises in the normal sales stage and out of stock sales stage are obtained and numerical analysis is given to verify the findings and interpretation.
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