考虑供给风险及销售努力的动态定价问题研究

摘要

Supply chain are facing challenge due to the complexity and uncertainty of competitive environment. Based on newsboy model, this paper investigates the dynamic pricing with yield risks and sale effort which can influence demand. Through analysis and comparison of dynamic pricing, dynamic pricing with sale effort and fixed pricing and numerical experiments, the results show that when the product is less flexible and the actual supply is small, dynamic pricing can effectively eliminates the loss of yield risk. And it’s useful to increase sale effort when the actual supply is bigger.%针对企业或供应链面临的供给风险，以报童问题为基础，研究了动态定价的问题，并进一步考虑需求同时受到价格和销售努力影响时的动态定价策略。对考虑销售努力的动态定价，动态定价及固定定价三种策略进行比较分析，并通过数值实验验证当产品弹性较小，实际供给量较小时动态定价能够有效降低供给风险所带来的影响，而当实际供给量较大时，销售努力的作用才更加明显。