摘要
为研究B2C环境下网络零售商根据客户订单要求提供相应的配送时隙服务问题,基于收益管理的思想,针对客户选择的时隙效用不同的特点,引入效用函数,建立基于多项Logit模型的选择概率公式,并对客户进行相应的分级.在价格折扣模型的基础上进行改进:客户订单服从泊松分布,并对客户进行等级分类;引入0-1变量对时隙选项以及折扣替换选项进行约束,并对选择概率公式进行变形;考虑由客户的选择行为产生的差异化定价以及折扣激励,建立新的折扣模型.通过算例分析时隙效用对价格和折扣的影响,以及不同等级客户的价格差异.结果验证了模型的有效性;通过配送能力的调整,证明了差异化定价和折扣激励对时隙的短期规划有明显成效.
In order to study the issue that online retailers provide the appropriate delivery time slot in B2C according to requirements of customer orders,based on the idea of revenue management,the utility function is introduced to establish the selection probability formula based on the multinomial Logit model where the different time slot utilities are considered,and then customers are classified. The improvements based on the price discount model are as follows：customer orders obey Poisson distribution and customers are classified;0-1 variables are introduced to constrain the time slot options and the discount substitution options,and the deformation of the selection probability formula is carried out;a new discount model is established considering the differential pricing and discount incentive resulting from the customers’choice behavior. Through examples,the effect of time slot utility on price and discount are analyzed,and the price differentials among the different-level customers are also analyzed. The results verify the effective-ness of the model,and show that the differential pricing and discount incentive has significant results for the time slot’s short-term planning through the adjustment of distribution capability.
出处
《上海海事大学学报》
北大核心
2015年第2期49-54,78,共7页
Journal of Shanghai Maritime University
基金
上海市自然科学基金(12ZR1412800)
上海市教育委员会科研创新项目(12YZ119)
上海海事大学研究生学术新人培育计划(YXR2014098)
关键词
网络零售
折扣激励
动态定价
收益管理
配送时隙
online retailing
incentive discount
dynamic pricing
revenue management
delivery time slot
