以近似法求解季節性商品之最佳定價

柯珮崎(Pei-Chi Ko)

指導教授 ： 葉英傑

國立中央大學/管理學院/工業管理研究所/碩士(2006年)

摘要

本篇文章主要探討零售商販售季節性商品（seasonal goods）時，所採取的定價決策議題。零售商所面對的環境是在有限的銷售期間內將固定的存貨售出，一旦銷售期間結束商品的剩餘價值為零。在現實生活中，季節性商品伴隨銷售時間的消逝導致商品對於消費者而言不再具有初始價值，消費者的購買意願也隨時間遞減。故在研究中，以週期性定價策略（Periodic Pricing Review Policies）模式為基礎下，提出兩點取最適定價模式，利用週期性定價模式與兩點取最適定價模式取得之價格與收益數據，分析兩者的差異，希冀在週期性定價模式為基石下，追求更簡化、更便捷的定價決策過程，在縮短運算時間及求解程序下，提供管理者在定價決策過程中的程序與依據，在盈收績效達到一定水準之下，提升定價決策的速度；最後，針對兩點取最適定價模式作微調修正，發展三點取最適定價模式，使模型所求解之價格更趨近於週期性模式之最佳定價。最後，在標準的階段性定價、兩點取最適定價與三點取最適定價模式三種模式求解下，衡量與比較三種不同的定價決策之績效。

關鍵字

產出管理 ； 動態定價 ； 季節性商品 ； 保留價格

並列摘要

In this paper we studies optimal pricing strategies for seasonal goods in retail stores. We model the situation of a store that must sell a product within fixed period time. The main assumptions that determine the pricing policy in our paper are the finite planning horizon, the perishability of the products, and the fact that, after deciding the initial inventory, the cost of the goods is a sunk cost. On the other hand, the salvage value of the unsold units is zero after the selling horizon. Practically, in the fashion industry early adopters are, in general, willing to pay higher price than those that buy toward the end of the season. In the paper We present the two point of the optimal pricing model and three point of the optimal pricing model in the section three and four. We use the periodic pricing review policies as a benchmark against which we compare more convenient and easier models that consider simplifying solving process. We show that the initial pricing and the expecting profit of the models we presenting. We also compare the difference and effect when implementing the model we presenting instead of periodic pricing review policies. The purpose of the paper is using the object function of the he periodic pricing review policies as the foundation to present the simple and easy solving process for retailers to use. We expect the large difference obtain between these policies is unnoticed.

並列關鍵字

Reservation prices ； Dynamic pricing ； Yield management ； Seasonal goods

參考文獻

Abad, P.L. (2001), Optimal Price and Order Size for a Reseller under Partial Bacjordering, Computer & Operation Research .Vol.28, 53-65

American Airlines Annual Report (1987), The Art of Managing Yield , 22-25

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Bitran, G., R. Caldentey, and S. Mondschein (1998), Coordinating Clearance Markdown Sales of Seasonal Products in Retail Chains, Operations Research, Vol. 46, No. 5, 609-624.

Bitran, G.R. and S.V. Mondschein (1997), Periodic Pricing of Seasonal Products in Retailing, Management Sci.Vol. 43, No. 1, 64-79.