【摘要】： 隨著經(jīng)濟(jì)全球化、產(chǎn)品多樣化和科學(xué)技術(shù)的進(jìn)步,顧客對(duì)產(chǎn)品和服務(wù)的價(jià)格及價(jià)格變動(dòng)更為敏感,其多樣化的購(gòu)買行為和購(gòu)買動(dòng)機(jī)給企業(yè)的銷售預(yù)測(cè)和決策帶來(lái)了極大的難度。相比其他類型的產(chǎn)品(或服務(wù)),易逝品的銷售周期更短,顧客的需求更加多樣化,市場(chǎng)的競(jìng)爭(zhēng)更為激烈,給企業(yè)帶來(lái)了更為嚴(yán)峻的挑戰(zhàn)。如何在激烈的市場(chǎng)競(jìng)爭(zhēng)中制定合理的價(jià)格,獲得競(jìng)爭(zhēng)優(yōu)勢(shì),保證企業(yè)可持續(xù)發(fā)展,已成為理論界和實(shí)踐界迫切需要解決的課題。 目前,解決易逝品定價(jià)最得力的方法是基于收益管理的動(dòng)態(tài)定價(jià),它是在不增加成本的情況下,通過(guò)科學(xué)的市場(chǎng)需求預(yù)測(cè)和合理定價(jià)使企業(yè)現(xiàn)有資源配置最優(yōu)化。起源于航空業(yè)的收益管理不僅在客運(yùn)、貨運(yùn)等運(yùn)輸領(lǐng)域得到了廣泛應(yīng)用,也已經(jīng)擴(kuò)展到了包括酒店、租車、零售、廣播電視、互聯(lián)網(wǎng)服務(wù)等眾多服務(wù)行業(yè),甚至在制造業(yè)(如高科技產(chǎn)業(yè))也得到了相應(yīng)的應(yīng)用。雖然收益管理的理念能夠應(yīng)用于不同行業(yè),但是每個(gè)行業(yè)的市場(chǎng)發(fā)展程度狀況,市場(chǎng)運(yùn)作、管理和組織存在較大的差異,因此在引進(jìn)并運(yùn)用收益管理來(lái)改造和完善企業(yè)運(yùn)作水平和收入能力時(shí),需要考慮行業(yè)特點(diǎn),合理界定運(yùn)用收益管理的方式和規(guī)模。 作為收益管理應(yīng)用擴(kuò)展的重要行業(yè)—集裝箱運(yùn)輸業(yè)、零售業(yè)、互聯(lián)網(wǎng)服務(wù)業(yè),收益管理的應(yīng)用具有鮮明的行業(yè)特征,且取得一定的成效,引起了學(xué)術(shù)界與商界的巨大重視。但就我國(guó)而言,在這些行業(yè)中,關(guān)于收益管理的理論研究和實(shí)踐工作進(jìn)展緩慢。特別在我國(guó)進(jìn)入WTO后,行業(yè)面對(duì)愈來(lái)愈激烈的國(guó)際競(jìng)爭(zhēng),有必要結(jié)合行業(yè)的自身特點(diǎn),以收益管理的思想和技術(shù)提高行業(yè)的服務(wù)和運(yùn)作水平,進(jìn)而提高行業(yè)的整體競(jìng)爭(zhēng)力。因此,本文選擇集裝箱運(yùn)輸業(yè)、零售業(yè)、互聯(lián)網(wǎng)服務(wù)業(yè)中具有代表性的易逝品作為研究對(duì)象。主要內(nèi)容分成三個(gè)部分進(jìn)行論述。 (1)集裝箱運(yùn)輸業(yè)中易逝品定價(jià)問(wèn)題。建立了以期望收益最大化為目標(biāo),需求服從泊松分布、保留價(jià)格服從指數(shù)分布和威布爾分布的集裝箱艙位定價(jià)模型,得到最優(yōu)定價(jià)方程,并用解析的方法得到了最優(yōu)價(jià)格完整、全面的性質(zhì),最后應(yīng)用算例對(duì)性質(zhì)進(jìn)行驗(yàn)證和解釋。 (2)零售業(yè)中易逝品定價(jià)問(wèn)題。分別研究了庫(kù)存離散和庫(kù)存連續(xù)下易腐商品的定價(jià)模型。對(duì)于庫(kù)存連續(xù)的情形,建立了符合易腐商品特性的多階段定價(jià)模型。該模型是以期望收益最大化為目標(biāo),庫(kù)存連續(xù)、時(shí)間離散的模型。借助基于價(jià)格的報(bào)童模型,應(yīng)用遞歸的方法對(duì)該模型進(jìn)行求解。最后通過(guò)算例探討了易腐商品的損耗對(duì)商品價(jià)值、庫(kù)存及價(jià)格的影響,并對(duì)之進(jìn)行管理上的解釋。對(duì)于庫(kù)存離散的情形,基于易腐商品的特性,建立有限時(shí)域中以期望收益最大化為目標(biāo)的易腐商品的動(dòng)態(tài)定價(jià)模型。這個(gè)模型是基于多級(jí)離散價(jià)格和離散庫(kù)存的連續(xù)時(shí)間的收益管理模型。然后由最大凹向包絡(luò)理論產(chǎn)生的最優(yōu)價(jià)格的可行集,結(jié)合利用動(dòng)態(tài)規(guī)劃方法得到的價(jià)格調(diào)整的最優(yōu)時(shí)間序列,形成最優(yōu)價(jià)格的控制策略。 (3)互聯(lián)網(wǎng)服務(wù)業(yè)中易逝品定價(jià)問(wèn)題。分別研究了基于網(wǎng)上拍賣的傳統(tǒng)易逝品定價(jià)問(wèn)題和關(guān)鍵字廣告位定價(jià)問(wèn)題。在基于網(wǎng)上拍賣的傳統(tǒng)易逝品定價(jià)問(wèn)題中,針對(duì)商品數(shù)量有限下逢低買入拍賣模型,設(shè)計(jì)一種帶極值擾動(dòng)算子的QPSO(Quantum-behaved ParticleSwarm Optimization)算法進(jìn)行優(yōu)化和數(shù)值計(jì)算,分析了成本與價(jià)格是兩級(jí)階段以上情形時(shí)逢低買入拍賣的適用條件。在此基礎(chǔ)上,把拍賣時(shí)間引入到模型中作為一個(gè)決策變量,分析逢低買入拍賣網(wǎng)站陷入困境的原因。在關(guān)鍵字廣告位定價(jià)問(wèn)題中,建立了包含保留價(jià)格的關(guān)鍵字廣告位拍賣模型,分析了保留價(jià)格對(duì)投標(biāo)者的投標(biāo)策略和搜索引擎提供商的期望收益的影響,并通過(guò)數(shù)值仿真的方法對(duì)影響投標(biāo)者的投標(biāo)策略和搜索引擎提供商的期望收益的因素進(jìn)行討論,給出了保留價(jià)格的設(shè)置方法。
[Abstract]:With the globalization of the economy, the diversification of products and the progress of science and technology, customers are more sensitive to the price and price changes of products and services, and their diversification of purchase behavior and purchase motivation has brought great difficulty to the sales forecast and decision of the enterprise. The demand is more diversified and the competition of the market is more intense, which brings more severe challenges to the enterprise. How to make reasonable price in the fierce market competition, obtain competitive advantage and guarantee the sustainable development of the enterprise has become an urgent problem that the theoretical and practical circles need to solve urgently.
At present, the most effective method to solve perishable goods pricing is dynamic pricing based on revenue management. It is the optimization of the existing resource allocation by scientific market demand forecasting and reasonable pricing without increasing the cost. The revenue management originated in the aviation industry has been widely used in the transport fields, such as passenger transportation and freight transportation, It has also expanded to many services, including hotels, car rentals, retail, radio and television, Internet services, and even in the manufacturing industry (such as the high-tech industry). Although the concept of revenue management can be applied to different industries, the market development, market operation, management and organization of each industry The big difference, therefore, in the introduction and use of revenue management to reform and improve the enterprise operation level and income capacity, it is necessary to consider the characteristics of the industry and rationally define the way and scale of the use of revenue management.
As an important industry in the application of revenue management - container transportation, retail industry and Internet service industry, the application of income management has distinct industry characteristics and has achieved certain results, which has caused great attention in the academic and business circles. In our country, the theoretical research and practice of income management in these industries. Progress is slow. In particular, after China's entry into the WTO, the industry is faced with more and more fierce international competition. It is necessary to improve the service and operation of the industry by combining the characteristics of the industry with the thought and technology of income management to improve the overall competitiveness of the industry. Therefore, this article chooses the container transport industry, the retail industry, the Internet service industry. The representative perishable articles are studied. The main contents are divided into three parts.
(1) the problem of perishable goods pricing in container transportation. The optimal pricing equation is obtained with the goal of maximizing expected income, the demand obeys the Poisson distribution, the reserve price obeys the exponential distribution and the Weibull distribution, and obtains the optimal price, the comprehensive property and the final application. Examples are used to verify and explain the properties.
(2) the pricing of perishable goods in retail industry. The pricing model of perishable goods under inventory discreteness and inventory continuity is studied. A multi stage pricing model for perishable goods is established for the case of continuous inventory. The model is a model with the goal of maximizing expected income, continuous storage and discrete time, with the help of price based model. The model of newsboy is used to solve the model with recursive method. Finally, the effects of perishable goods on commodity value, inventory and price are discussed and explained in management. Based on the characteristics of perishable goods, the situation of the perishable goods is based on the characteristics of the perishable commodity, and the objective of maximizing the expected profit in the limited time domain is established. This model is based on the continuous time revenue management model based on the multilevel discrete price and the discrete inventory. Then the optimal price set is produced by the maximum concave envelope theory, and the optimal time series of price adjustment is obtained by using the dynamic programming method, and the optimal price control strategy is formed.
(3) the pricing problem of perishable goods in Internet service industry. The pricing problem of traditional perishable goods and keyword advertising location pricing based on online auctions are studied. In the traditional perishable goods pricing problem based on online auctions, a QPSO (Quantum-) with extreme value perturbation operator is designed for the limited purchase auction model under the limited commodity quantity. Behaved ParticleSwarm Optimization (Optimization) algorithm is optimized and numeric calculation is used to analyze the application conditions of the bargain auction when the cost and price are above the stage of stage two. On this basis, the auction time is introduced into the model as a decision variable. In the pricing problem, a keyword advertising model containing reserved prices is established, and the influence of the reservation price on the bidder's bidding strategy and the expected return of the search engine provider is analyzed, and the factors that affect the bidder's bidding strategy and the expected earnings of the search engine provider are carried out by the numerical simulation method. The method of setting up the reserve price is given.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2008
【分類號(hào)】：F274;F224

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 江其玟;仲偉俊;梅姝娥;;我國(guó)服務(wù)業(yè)收益管理理論研究進(jìn)展[J];現(xiàn)代管理科學(xué);2009年11期

相關(guān)博士學(xué)位論文 前1條

1 孟麗君;易逝品逆向物流的庫(kù)存控制及車輛路徑問(wèn)題的優(yōu)化研究[D];浙江大學(xué);2009年

相關(guān)碩士學(xué)位論文 前2條

1 曹志敏;可替代易逝品的訂貨策略研究[D];西安電子科技大學(xué);2010年

2 胡夢(mèng)超;考慮顧客行為的易逝品定價(jià)問(wèn)題[D];華中科技大學(xué);2011年

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本文編號(hào)：2175339