以啟發式演算法求解季節性商品之最佳定價

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蘇建全(Jian-Cyuan Su) 查詢紙本館藏

畢業系所

工業管理研究所

論文名稱

以啟發式演算法求解季節性商品之最佳定價

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摘要(中)

本論文研究單一零售商，針對其販售有限銷售時間商品於顧客，所面臨的商品定價決策問題。此類問題大多探討在商品銷售期間有限下，零售商尋求最佳定價策略以達到商品銷售營收最大化。本論文則是發展簡易的啟發式演算法來解決零售商所面臨的定價問題，再進一步描述由本研究發展的定價方法求得的定價和收益現象。在研究中，先介紹離散時間定價策略以及宣告折扣策略定價模型，再參考宣告折扣策略定價模型，保留宣告折扣策略定價簡單易懂且容易執行的優點，並消除宣告折扣策略定價無法反應真實銷售情況的缺點，發展以最後一期價格和折扣率為決策變數的啟發式演算法。最後再以數值案例分別探討在保留價格分配參數不隨時間變動以及保留價格分配參數隨時間變動的情況下，離散時間定價、宣告折扣策略定價模型和啟發式演算法三種定價方法的求解結果，衡量與比較三種不同定價決策之績效並解釋其管理意涵。

摘要(英)

This thesis studies pricing policies when selling seasonal goods in retail stores. We consider a retailer who sells a single good during a short sales season, and the cost of the good is a sunk cost. Moreover, the seller orders the good at the beginning of the planning horizon and that reorders are not allowed. We allow a nonhomogeneous Poisson arrival process to describe the arrival of customers to the store, and each customer has an individual reservation price based on which he makes his own purchasing decision. In this research, we first introduce periodic pricing review policy that is the optimal and announced discount policy that consists of an initial price and a fixed discount per period. Although announced discount policy has the advantage that reduces all the management costs associated with changing prices, retailers loses the flexibility to react to market conditions. Therefore, we develop a heuristic pricing policy that consists of the price of the period and a discount rate for eliminating the negative effect resulted from announced discount policy. Finally, we perform two numerical studies to compare the performance of the proposed heuristic to those obtained under the other two pricing policies. We show that our heuristic pricing policy provides the near optimal expected revenue that is better than that obtained by announced discount policy. Briefly, the purpose of this research is to propose a near optimal pricing policy that is simpler to implement in practice for seasonal goods.

關鍵字(中)

★ 季節性商品
★ 動態定價
★ 保留價格

關鍵字(英)

★ Dynamic pricing
★ Reservation prices
★ Seasonal goods

論文目次

目錄
論文提要 i
Abstract ii
目錄 iii
圖目錄 v
表目錄 vi
第一章緒論 1
1.1研究動機 1
1.2研究目的 4
1.3研究架構 6
第二章文獻探討與回顧 8
2.1主觀保留價格 8
2.2定價策略 10
第三章模型和方法論 14
3.1環境設定 14
3.2數學符號定義 16
3.3基本模型介紹 17
3.3.1離散時間定價模型 17
3.3.2宣告折扣策略模型 19
3.4啟發式演算法 23
3.4.1前言 23
3.4.2期初價格與折扣定價模型 24
3.4.3啟發式演算法求解流程 26
第四章數值案例分析 31
4.1前言 31
4.2基本數值案例分析與比較 32
4.2.1基本數值案例—保留價格分配參數不隨時間變動 32
4.2.2兩價格折扣率範圍分析 34
4.2.3基本案例分析—各定價方法績效比較 36
4.3保留價格分配參數變異下分析 42
4.3.1參數設定 42
4.3.2兩價格折扣率範圍分析 45
4.3.3各定價方法績效比較 47
第五章結論與未來研究方向 50
參考文獻 53

參考文獻

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指導教授

葉英傑(Ying-Chieh Yeh)

審核日期

2007-6-25

推文