【摘要】：易逝品是一類容易發(fā)生變質(zhì)、生命周期短的產(chǎn)品�？萍嫉母咚侔l(fā)展加上企業(yè)間的激烈競爭，促使產(chǎn)品的更新?lián)Q代越來越快，對于一般商品而言，可能本身并沒有任何質(zhì)量問題，也越來越明顯地表現(xiàn)出易逝品的特征，使得易逝性產(chǎn)品的范疇越來越大。易逝品具有易逝性、不可存儲性以及需求不確定性等特點，使得眾多企業(yè)在銷售管理易逝品時面臨巨大困難。 解決這一問題的關(guān)鍵就是在銷售期內(nèi)制定合理的價格，將產(chǎn)品銷售完畢最終實現(xiàn)企業(yè)收益的最大化的目標。若按照傳統(tǒng)的成本導向定價法，勢必在銷售期內(nèi)會出現(xiàn)需求高峰時，產(chǎn)品供不應求；需求低谷又供過于求的現(xiàn)象。鑒于易逝品的特殊性，易逝品的定價應該根據(jù)市場需求的波動靈活調(diào)整。動態(tài)定價作為收益管理中一項重要技術(shù)，是解決易逝品定價最得力的方法。 另外，互聯(lián)網(wǎng)的出現(xiàn)，導致企業(yè)之間信息傳播更加方便快捷，使得企業(yè)調(diào)整價格產(chǎn)生的菜單成本大大降低，，這些為易逝品動態(tài)定價的實施提供了一個有效的環(huán)境保障。研究網(wǎng)絡環(huán)境下易逝品動態(tài)定價現(xiàn)具有重要的現(xiàn)實意義。那么在銷售期內(nèi)企業(yè)該如何具體實施動態(tài)定價呢？價格在銷售期內(nèi)怎么調(diào)整呢？是隨著某一因素變化呢？還是可以給出一個確切的價格調(diào)整的次數(shù)及最優(yōu)價格表達式呢？這些正是本文討論的核心問題。 目前，易逝品主要分為兩大類：一類是狹義上的易逝品，即易逝性是產(chǎn)品固有屬性的一類易逝品，代表性產(chǎn)品：服務產(chǎn)品；另一類是廣義上的易逝品，即產(chǎn)品更新?lián)Q代快導致產(chǎn)品具有易逝性特征的一類商品。如3C產(chǎn)品、時尚衣物等，這些主要是制造業(yè)產(chǎn)品。所以本文選取了這兩大行業(yè)的中的易逝品為研究對象，研究了他們在銷售期內(nèi)實施動態(tài)定價的策略。 首先本文通過總結(jié)大量相關(guān)研究文獻，較為全面地分析了制造業(yè)易逝品及服務產(chǎn)品動態(tài)定價的研究成果，并指出了當前研究中存在的不足和本文研究的重點問題。 然后，在假設兩類易逝品銷售商都是通過網(wǎng)絡渠道將產(chǎn)品銷售給顧客的前提下，基于不同的研究背景，以銷售商期望收益最大化為目標，分別建立了價格離散、時間連續(xù)的動態(tài)定價模型。最后分析比較了兩類易逝品在模型建立上的區(qū)別；通過對模型的求解分析得出：1）兩類易逝品實施動態(tài)定價后都能增加企業(yè)的收益；2）在銷售期內(nèi)存在一個最優(yōu)的價格調(diào)整次數(shù)使得銷售商收益達到最大；3）在預售期內(nèi)調(diào)整價格的次數(shù)會對企業(yè)的利潤及訂貨量產(chǎn)生影響；4）銷售期內(nèi)前一階段的價格的大小會對后一階段的價格產(chǎn)生影響。最后通過算例分析得出：在銷售期內(nèi)制造業(yè)易逝品的價格隨著易逝品剩余時間的減小而減小；服務產(chǎn)品則是先減小后增大。
[Abstract]:Perishable products are prone to deterioration and short life cycle. With the rapid development of science and technology and the fierce competition among enterprises, the renewal of products is getting faster and faster. For ordinary commodities, there may not be any quality problems in themselves, but also the characteristics of perishable products are becoming more and more obvious. The scope of perishable products is increasing. Perishable products have the characteristics of perishable, non-storage and uncertainty of demand, which make many enterprises face great difficulties in selling and managing perishable products. The key to solve this problem is to set a reasonable price within the sales period and finally achieve the goal of maximization of the enterprise's income when the product is sold. If according to the traditional cost-oriented pricing method, there is bound to be a peak demand in the sales period, the product supply exceeds the demand, and the demand is low and the demand exceeds the demand. In view of the particularity of perishable products, the pricing of perishable products should be adjusted flexibly according to the fluctuation of market demand. As an important technology in revenue management, dynamic pricing is the best way to solve the problem of perishable product pricing. In addition, with the appearance of Internet, the information dissemination among enterprises is more convenient and quick, and the menu cost of adjusting price is greatly reduced, which provides an effective environmental protection for the implementation of dynamic pricing of perishable goods. It is of great practical significance to study the dynamic pricing of perishable products in the network environment. Then during the sales period, how should enterprises implement dynamic pricing? How do you adjust the price during the sales period? Does it change with a certain factor? Or can you give an exact number of price adjustments and an optimal price expression? These are the core issues discussed in this paper. At present, perishable products are mainly divided into two categories: one is perishable products in a narrow sense, that is, perishable products are perishable products with inherent properties of products, representative products: service products; The other is perishable products in a broad sense, that is, products with perishable characteristics due to rapid product renewal. Such as 3C products, fashion clothing and so on, these are mainly manufacturing products. In this paper, the perishable products in these two industries are selected as the research object, and their dynamic pricing strategies are studied during the sales period. Firstly, by summarizing a large number of relevant research literature, this paper analyzes the research results of dynamic pricing of perishable goods and service products in manufacturing industry, and points out the shortcomings in the current research and the key issues in this paper. Then, on the premise that the two kinds of perishable goods sellers sell the products to customers through the network channel, based on different research background and aiming at the maximization of the seller's expected income, the price dispersion is established respectively. Time-continuous dynamic pricing model. Finally, the differences between the two types of perishable products in the establishment of the model are analyzed and compared. The results show that: 1) the dynamic pricing of the two types of perishable products can increase the profit of the enterprise after the two kinds of perishable products are dynamically priced; 2) there is an optimal number of price adjustments in the sales period to maximize the profit of the seller; 3) the number of price adjustments in the advance period will have an impact on the profit and order volume of the enterprise; 4) the price of the previous stage of the sale period will affect the price of the later stage. Finally, an example is given to show that the price of perishable goods in manufacturing industry decreases with the decrease of the remaining time of perishable goods during the selling period, and the price of service products decreases first and then increases.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F273.2;F274;F224

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