同质时鲜产品捆绑销售的最优策略

摘要

Due to the perishable property of fresh products, retailers usually use bundling as a sales strategy in order to sell the products as soon as possible. The paper focuses on the optimal decisions of the bundling price, the bundling time threshold, and the bundling quantity. In order to measure the probability of a given bundling portfolio, the MNL model is adopted to model the consumer behaviors. With the MNL model, the optimal bundling price, the bundling time threshold, and the bundling quantity can be determined for to maximize a retailer' s profit. Furthermore, the bi-parameter decision problems are studied and the optimal conditions were given. At last, a numerical study is conducted to analyze the relationships among the optimal bundling price, the bundling time threshold, and the bundling quantity.%由于时鲜产品具有十分显著的时效性,为了更快地将时鲜产品销售出去,很多零售商采用了捆绑销售的方式.研究了同质时鲜产品捆绑销售的最优策略问题,对同质时鲜产品捆绑销售的最优价格、最优临界时间以及最优数量决策问题进行了描述,并利用随机效用理论建立了MNL模型.获得了同质时鲜产品捆绑销售单变量决策的最优价格、最优临界时间和最优数量,以及相应的最大利润.进而研究了同质时鲜产品捆绑销售的双变量组合决策问题,并给出了最优双变量组合决策和条件,最后,给出了一个算例,并分析了捆绑销售中价格、数量与时间之间的关系.