考虑定向能力的竞争性企业优惠券定向投放与定价策略

企业定向投放优惠券的精准性对优惠券面值、企业利润等均有较大的影响.针对企业定向优惠券的精准投放问题,运用博弈论研究双寡头竞争环境下,企业定向投放能力对优惠券面值和企业利润的影响,并进一步将定向能力作为决策变量引入模型进行拓展研究.研究结果表明:当定向能力达到一定阈值时,企业会在“忠诚市场”实行高价策略,而在“竞争市场”实行低价策略;定向能力对企业利润呈双向调节作用,即在阈值范围内,定向能力的提升会带来更高的企业利润,但超过阈值时,定向能力的提升将会降低企业利润;定向能力的投资成本系数较大时,拥有较多忠诚客户的企业倾向于提高定向能力;反之,竞争双方都将提高定向能力以增加企业利润.     

服务差异化背景下基于行为的定价策略

在竞争企业具有服务差异化的背景下,研究一种定价歧视策略-----基于行为的定价(behavior-based pricing,BBP).采用博弈论方法构建两周期动态定价模型,通过价格和利润的对比分析进一步探讨服务水平差异化企业最优定价策略,最后分析BBP与服务差异化的交互作用.主要研究结论如下:1)服务差异化程度和相对服务成本两大因素交互影响着企业的最优定价策略.具体地,服务差异化程度较低(高)且相对服务成本较小(大)时,竞争企业均不采用(采用)BBP;服务差异化程度较低(高)但服务提升成本较大(小)时,竞争企业存在混合战略纳什均衡,双方有一定概率采用BBP.2)混合战略纳什均衡情形下,BBP导致的激烈价格竞争并不总是损害竞争双方的利润.当服务差异化程度较低且服务提升成本较大时,高服务水平企业反而能在这种价格竞争中实现利润增加.3)当服务差异化程度较高且相对服务成本较大时,BBP与服务差异化的交互作用能够实现服务差异化企业利润的帕累托改进,实现双赢的局面.     

我看网络广告

与传统广告相比,网络广告的优势在于其定向投放的有效针对性。奥康纳认为,那些大型公司的网上广告对其传统的离线销售起到促进作用,在企业的成本收益中并不会把网上广告这部分表现为亏损,因此,他看好这样的网上广告。至于那些“.com”公司,很少会有成功的。唯一的例外就是已经开始赢利的雅虎公司。但是,正是因为雅虎的成功,所以更多的客户把网上广告的预算投入到雅虎,而其他网站当然就岌岌可危了。     

基于Bertrand博弈的共享单车定价与投放联合策略研究

基于共享单车租赁所具有的随机性特点,构建随机环境下共享单车企业在寡头市场中关于租赁定价与投放数量联合决策的二维Bertrand博弈模型,研究差异定价与协同定价两种情形下共享单车企业的最优策略组合,分析市场潜在需求量和用车区域覆盖难度系数对企业策略以及经营利润产生的影响.研究表明:在差异定价情形下,当用车需求具有概率性特点时,共享单车企业之间的博弈存在唯一的纳什均衡解,且低价企业对市场价格的影响力升高有利于竞争双方利润增加;在协同定价情形下,共享单车市场的平均租赁价格较低,且随市场潜在需求量的增大而增大,但与差异定价情形相比增速较小;协同定价有利于维持共享单车企业在市场规模较小时的盈利,差异定价有利于抑制共享单车企业在市场规模扩大时的过度投放.     

基于Cournot-Bertrand 混合竞争的企业集团转移定价决策

研究多部门企业集团在最终产品市场面临Cournot-Bertrand 混合竞争时的转移定价决策问题. 由动态博弈的逆向归纳求解方法可知, 均衡转移定价策略将随着最终产品之间的关系而有所差异. 当竞争对手仅生产最终产品时, 最优转移价格高于边际成本, 且采用价格-产量竞争优于产量-价格竞争; 当竞争对手为垂直一体化企业时, 采用产量-价格竞争的最优转移价格高于边际成本, 采用价格-产量竞争则低于边际成本, 而且采用产量-价格竞争优于价格-产量竞争.

     

基于OLAP的网络广告投放分析系统的设计与实现*

随着Internet的普及,网络广告以其独特的优势成为企业参与市场经济竞争的重要手段。如何分析广告的市场与受众,从而有针对性地投放广告,是现代企业信息化管理的必然选择。以OLAP体系结构为基础,设计并实现了一个网络广告投放分析系统,详细介绍了其设计思想和体系结构,并对系统的各部分功能进行了分析,还就一些具体的实际问题提出了解决方案。     

信息不对称条件下寡头集团转移定价决策分析

研究信息不对称条件下存在中间产品外部市场的寡头集团转移定价决策问题.在不完全竞争中间产品外部市场条件下,当集团之间信息不对称时,对中间产品内外部实行单一定价,转移价格将大于中间产品的边际成本;对中间产品内外部实行差别定价时,转移价格则等于中间产品的边际成本.通过对两种策略的比较可知,寡头集团实行差别定价还是单一定价,取决于中间产品外部市场和最终产品市场的需求价格弹性.     

考虑参照价格效应的易逝品定价与订购策略

在考虑消费者参照价格效应的基础上,构建一个易逝品的定价与订购联合决策模型,其中产品的需求不仅依赖于销售价格还与该产品在消费者心目中的参照价格相关,变质率为常数,系统不允许缺货.分别讨论了对称参照价格效应和非对称参照价格效应两种情况下零售商的最优定价与订购决策问题,证明并得到关于模型结构的一些性质,进而设计了问题的求解算法.通过数值方法分析了参照价格效应参数和变质率对系统最优解的影响,以及两种情况下最优解之间的关系.结果显示:当面对具有参照价格依赖的消费者时,采用适当的营销策略来提高消费者的参照价格对零售商总是有利的;对高变质率产品而言,零售商可保持一个较稳定的订购策略,更多地关注产品的定价策略;面对损失厌恶型消费者,随着消费者参照价格的逐渐提高,零售商的定价与订购策略均应缓慢地改变,而不宜急剧变化.     

不对称竞争条件下的集团转移定价决策

分析了不对称竞争条件下企业集团的转移定价决策问题.得出存在上游竞争的条件下,转移价格大于边际成本;存在下游竞争的条件下,转移价格的大小取决于各下游企业最终产品的相互替代程度.     

浅析数据挖掘技术在商业广告中的应用

广告宣传是企业、公司赖以扩展市场的重要商务活动。利用数据挖掘技术可以有效地帮助企业、公司分析其已积累获取的数据,指导企业、公司调整广告投放策略,以更小的广告成本达到更高的回报利润。本文论述了数据挖掘方法在广告定向投放中的应用。     

Vertical cooperative advertising in a retailer duopoly

This paper focuses on optimal pricing and advertising decisions within a two-echelon distribution channel, which consists of one manufacturer and two competing retailers. Assuming an inter-echelon Stackelberg equilibrium, where the manufacturer obtains channel leadership, we compare two different forms of retailer behavior: non-cooperative (Horizontal Nash) and cooperative (Cooperation). While the consumer demand depends both on retail price and advertising, the manufacturer can offer a vertical cooperative advertising program to increase the advertising efforts of his retailers. In order to derive a logically consistent price demand function, we deduce our demand function from the consumers’ utility function. Numerical examples lead to the following main findings: (i) consumers can benefit from retailer-competition, as it reduces retail price; (ii) the manufacturer’s participation in retailers’ advertising will be the highest when there is strong competition and no Cooperation; (iii) a Cooperation does not always yield higher profits for the retailers, but can also produce better results for the manufacturer.     

Optimal advertising decisions for promoting retail and online channels in a dynamic framework

Advertising plays an important role in sales promotion in supply chains. In this paper, advertising decisions for retail and online channels respectively, by retailer and manufacturer will be analyzed. The competition between retailer and manufacturer will be modeled by differential game theory, and feedback Nash equilibrium of the game will be obtained. Some insights are provided by using comparative statics. The obtained results show that compatibility factor of a product with online marketing, difference between manufacturer's online price and wholesale price, effectiveness of advertising, marginal profits, and cost of advertising all have significant effects on the advertising decisions in the equilibrium.     

Modeling the clickstream across multiple online advertising channels using a binary logit with Bayesian mixture of normals

The evaluation of online marketing activities using standalone metrics does not explain the development of consumer behavior over time, although it is of primary importance to allocate and optimize financial resources among multiple advertising channels. We develop a binary logit model with a Bayesian mixture approach to demonstrate consumer clickstreams across multiple online advertising channels. Therefore, a detailed user-level dataset from a large financial service provider is analyzed. We find both differences in the effects of repeated advertisement exposure across multiple types of display advertising as well as positive effects of interaction between display and paid search advertising influencing consumer click probabilities. We identify two consumer types with different levels of susceptibility to online advertising (resistant vs. susceptible consumers) and show that the knowledge of consumers individual click probabilities can support companies in managing display advertising campaigns.     

公平关切下具有广告效应的闭环供应链定价决策模型

研究制造商公平关切下具有广告效应的闭环供应链定价决策问题.分别在制造商与零售商广告下,分析广告效应及制造商的公平关切行为对闭环供应链定价策略的影响.研究表明,广告效应对闭环供应链成员及系统整体都是有利的,制造商的公平关切行为有利于自身利润及效用最大化,不利于零售商及系统整体利润最大化.在制造商广告下,当制造商的公平关切程度相对较弱时,零售商的利润不小于制造商的利润;反之,制造商的利润更大.     

Cost- and performance-aware resource selection for parallel software on heterogeneous cloud

Cloud providers offer flexible infrastructures and on-demand services, including the capability to deploy low cost virtual resources of many different types. However, the diversity of cloud resources followed by the important trade-off between cost and performance makes the resource selection a challenging task for users in the case of parallel communication-intensive software. The paper presents cost- and performance-aware resource selection for parallel discrete element method (DEM) software as a service (SaaS) on heterogeneous OpenStack cloud. The developed resource selection uses preliminary application-specific benchmarks of size smaller than targeted problems and the performance prediction based on speedup of parallel computations to obtain Pareto optimal solutions and to select the best configuration of containers from user's perspective. Hybrid parallelization of DEM software is developed by using OpenCL for shared-memory multi-core architectures and MPI for internode communications on distributed-memory computer clusters. Round up and proportional pricing schemes are examined and compared from a user's perspective. Lower cost of computations obtained by using the proportional pricing scheme is always preferable for users. However, the difference approaches 1.0% of the cost calculated by using proportional pricing scheme, when long lasting computations are performed. The prediction tends to underestimate the execution time of DEM SaaS, but its accuracy is sufficient to obtain the same Pareto optimal solutions by using measured and predicted execution times. Pareto front and linear scalarization propose to select configurations of containers capable of exploiting higher memory bandwidth, which is specific to memory bandwidth bound DEM computations.     

The effect of behavioral tracking practices on consumers’ shopping evaluations and repurchase intention toward trusted online retailers

The study applies the Stimulus–Organism–Response (SOR) model and Social Contract Theory to investigate the effect of behavioral practices scenarios (stimulus) on consumers’ evaluations of their online shopping experiences (internal organism) and repurchase intention toward online retailers (external response). The findings suggest there is a disconnect between online shoppers and their trusted online retailers regarding the information collected from online shoppers since, currently, sharing of information collected from customers within affiliates or even with third-party companies such as networking advertising associations for secondary uses (e.g. targeted advertising) is a fairly common practice in the marketing field. Left unresolved, this disconnect may undermine consumers’ repurchase intention toward the retailers and potentially injure the social contract between retailers and their customers. These findings are significant for the online retailing industry, consumers and public policy makers.     

基于多渠道供应链博弈的线上价格策略

对一个开辟线上直销渠道的制造商和一个双渠道零售商组成的供应链系统，考虑线下渠道促销努力及消费者搭便车行为，在零售商主导的Stackelberg博弈下，就线上价格是否一致，研究了各渠道的定价策略。结果表明：当制造商线上渠道基本市场份额较大时，对制造商和零售商来说，线上价格不一致是最优策略。当制造商线上渠道基本市场份额较小时，双方都倾向拥有线上价格的决定权；并且当制造商承担部分促销成本时，零售商能接受制造商决定线上价格。     

市场环境下输配电价测算模型的研究与分析

电改实施以来,输配电价改革主要集中在对现有改革成效的分析以及提出相应的对策和建议等理论层面研究上,缺乏对成本加收益管制模型具体实施的相关实践性研究,无法满足当前输配电价测算的实践需求;本文基于以上情况就冀北公司电价管理模拟测算模型进行了深入研究,分析以输配电价改革方案下的电价组成情况,模型框架,结合冀北电力公司测算输配电价的实际情况,从含义、范围及水平方面分析了影响准许成本和准许收益的各个具体参数,并阐述了冀北电力公司现有电价测算工具(电价综合分析系统),为争取有利电价政策、提升盈利能力提供依据,深入细致研究电价政策,通过购售电测算模型、成本收益测算、智能报告、全国对标等项目快速找准差距,针对性改善考核指标,提高工作效率。