新鲜度差异下两种可替代生鲜品的多阶段定价策略研究

研究单个零售商销售2种可替代生鲜产品时的价格决策，建立3种定价策略下的决策模型，得到2种产品的最优固定价格、最优折扣价格和最优捆绑价格售价；通过数值仿真分析影响零售商价格决策的因素及其影响大小。研究结果表明，3种策略下产品价格都与产品新鲜度临界值同方向变化；最优固定价格随销售期临近度的增大而变高；对比3种策略下零售商的利润发现，有时捆绑价格是占优策略，有时折扣价格是占优策略，参数的大小是关键因素。

Multi-stage Pricing Strategy for Two Alternative Fresh Products under Difference of Freshness

Considering the pricing problem of one retailer selling two alternative fresh products, multi-stage decision models are constructed respectively under three pricing strategies. The optimal fixed price, optimal discount price and optimal bundling price are obtained. The factors impacting on retailer’s selection of pricing strategy are analyzed together with its influence degrees by using the numerical simulation. The study results shows that along with the increase of the freshness threshold, the product selling price rises under three strategies; and the optimal fixed price rise when the sales period proximity increases. Comparing the profits of retailer under three strategies, sometimes the bundling pricing is dominant strategy, sometimes the discount pricing is the dominant strategy, and the parameters are the key influence factors.