以近似法求解季節性商品之最佳定價

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柯珮崎(Pei-Chi Ko) 查詢紙本館藏

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工業管理研究所

論文名稱

以近似法求解季節性商品之最佳定價

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摘要(中)

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。

摘要(英)

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.

關鍵字(中)

★ 產出管理
★ 動態定價
★ 季節性商品
★ 保留價格

關鍵字(英)

★ Reservation prices
★ Dynamic pricing
★ Yield management
★ Seasonal goods

論文目次

目錄 I
圖目錄 III
表目錄 IV
第一章緒論 1
1.1背景與動機 1
1.2研究目的 3
1.3研究架構 6
第二章文獻探討 8
2.1產出管理（Yield Management） 8
2.1.1產出管理的定義 8
2.1.2產出管理歷史沿革 8
2.2定價策略 9
2.2.1有限組合的定價(Finite set of price) 9
2.2.2最大化價格變動次數(Maximum number of price changes) 10
2.2.3漲價(Markups)、降價(Markdowns)與促銷定價(Promotions) 10
2.2.4聯合定價限制式(Joint Price Contraints) 11
2.2.5考量成本的定價(Cost-Based Pricing) 12
2.3需求模式 12
2.3.1與時間相關的需求型態 13
2.3.2與價值相關的需求型態 13
2.3.3需求型態相關文獻 14
2.4保留價格（reservation prices） 15
2.4.1保留價格的定義 15
2.4.2保留價格的相關文獻 15
第三章模型與求解步驟 17
3.1前言 17
3.2環境假設 18
3.3符號定義說明 19
3.4保留價格與需求模式 20
3.4.1保留價格 20
3.4.2需求模式 22
3.5目標函數與求解過程 23
3.5.1零售商期望利潤函數 23
3.5.2求解流程 26
第四章數值模擬分析 30
4.1基本案例模擬驗證與比較 30
4.1.1基本案例參數的設定 30
4.1.2基本案例比較與分析 33
4.2求解方法延伸－三點取最適定價 38
4.2.1三點取最適定價 39
4.2.2基本案例比較與分析－三點取最適定價下 40
第五章結論與未來展望 49
參考文獻 52

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指導教授

葉英傑(Ying-Chieh Yeh)

審核日期

2006-7-18

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