摘要
采用基于目标客户群定位的两阶段决策方法,研究策略消费者异质情形下的销售商订货模型.假设策略消费者对产品的估价为随机变量,通过对模型的逆向求解和仿真得出:1)消费者平均支付意愿的大小影响销售商定位的目标客户群的范围;2)随着消费者平均支付意愿、产品清仓价格的提高以及消费者异质程度、产品成本的降低,销售商会将更多的消费者定位为目标客户;3)当消费者平均支付意愿较低或异质程度较大时,销售商可以获得比消费者同质情形更高的利润,消费者的异质性有利于销售商.
The retailer＇s stocking model in the presence of heterogeneous strategy consumers is studied by using the two-stage decision-making method based on target consumer orientation. Assuming that the heterogeneous strategic consumers＇ valuation is stochastic, some conclusions are obtained through solving and simulating the stocking model, such as 1） the consumers＇ average willingness to pay has an impact on the range of retailer＇ target consumers, 2） the quantity of target consumers is positively affected by the consumers＇ average willingness to pay and the clearance price, and is negatively affected by the degree of consumer heterogeneity and the product cost, 3） when the consumers＇ average willingness to pay is small or heterogeneity is large, the retailer can earn more profit comparing to the circumstance where the consumers are homogeneous. The consumers＇ heterogeneity is beneficial to the retailer.
作者
王丹丹
吴和成
WANG Dan-dan WU He-cheng(School of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing 211100, China)
出处
《控制与决策》
EI
CSCD
北大核心
2017年第8期1439-1448,共10页
Control and Decision
基金
国家社会科学基金项目(16BGL033)
江苏省哲学社会科学基金重点项目(14GLA003)
关键词
异质策略消费者
两阶段决策
目标客户群定位
支付意愿
订货模型
heterogeneous strategic consumers
two-stage decision-making
target consumer orientation
willingness to pay（WTP）
stocking model
