冯瑛杰 谢庆红

摘  要：考虑到实际生活中消费者消费行为、风险偏好的差异性，研究零售商两阶段定价的问题，构建消费者决策模型，并采取模拟仿真对模型进行验算。研究表明，在整个销售期间内，消费者对于产品估值递减越小，零售商产品定价越高;消费者风险偏好与产品销量呈反比例关系，消费者风险行为偏好的增加会导致供应链整体利润下降。零售商总体可采取降价策略且第二阶段消费者产品获得率影响整体效益，可在第一阶段降价以吸引消费者，第二阶段提价弥补第一阶段损失，降价提价幅度相当的方式减少损失。

关键词：行为偏好;易逝品;供应链定价

中图分类号：F274    文献标识码：A

Abstract： Taking into account the differences in consumer behavior and risk preference in real life， the problem of retailer's two-stage pricing is studied， consumer decision-making models are constructed， and simulations are used to verify the models. Research shows that during the entire sales period， the smaller the consumer's diminishing valuation of the product， the higher the retailer's product price; the consumer's risk appetite is inversely proportional to product sales， and the increase in consumer's risk behavior appetite will lead to the overall profit of the supply chain decline. Retailers can generally adopt price reduction strategies and the second-stage consumer product acquisition rate affects the overall benefits. They can reduce prices in the first stage to attract consumers， and the second-stage price increases to make up for the first-stage losses， and the reduction in prices and increases are reduced by a similar amount loss.

Key words： behavior preference; perishable; supply chain pricing

0  引  言

供應链对产品的定价问题研究一直比较热门，尤其是对于需求不确定的易逝品来说。易逝品也叫做短生命周期产品，典型的产品包括机票、酒店服务、生鲜等，但随着科技的进步，行业的竞争加剧，各类电子信息产品也具有易逝品的特征。易逝品由于其生命周期短，需求不确定，在其销售周期内，价值随时间不断降低甚至为零，一旦过剩会对零售商造成巨大经济损失。因此零售商在决策销售初期的订货量以及销售阶段的价格调整尤为重要。

易逝品本身具有的特殊性使得解决该类产品定价问题较为困难，动态定价是一类较好的解决途径。李豪[1]等人建立Hotelling模型对厂商与顾客的博弈进行刻画，研究不同顾客策略和需求对均衡结果的影响。……