摘要
本文从零售商的角度出发,考虑生鲜农产品新鲜度损耗以及零售商补货的情况,针对生鲜农产品不同时刻的新鲜度及价格对消费者选择行为的影响,建立了零售商多阶段利润模型。利用海塞矩阵求出了零售商利润最大时,多阶段下的最优定价。最后通过数值分析了新鲜度、产品腐败速度及消费者的价格敏感系数对多阶段定价的影响。研究表明:当消费者价格敏感系数或新鲜度敏感系数较高时,皆可通过投入一定的保鲜手段降低产品新鲜度损耗速度,以提高产品售价及总利润。
In this paper,from the perspective of retailers,considering the freshness loss of fresh agricultural products and replenishment of retailers,the retailer multi-stage profit model is established according to the influence of freshness and price of fresh agricultural products at different moments on consumer choice behavior.Using the Hesse matrix,the optimal pricing under the condition of retailer’s maximum profit is obtained.Finally,the effects of freshness,spoilage rate and price sensitivity of consumers on multi-stage pricing are analyzed numerically.The results show that when the consumer price sensitivity coefficient or freshness sensitivity coefficient is high,the freshness loss rate of products can be reduced by investing certain means of freshness preservation,so as to increase the price and total profit of products.
作者
伍丽芳
WU LiFang(School of Transportation and Logistics,Southwest Jiaotong University,Chengdu 610031,China)
出处
《综合运输》
2022年第10期124-129,共6页
China Transportation Review
关键词
新鲜度
消费者效用
多阶段
生鲜农产品
定价
Freshness
Consumer utility
Multi-stage
Fresh agricultural
Pricing
