竞争环境下的网络零售时隙交付期承诺与价格策略

摘要

In the e-commerce environment, making reasonable delivery term commitment and distribution service pricing for consumer orders has great significance for improving the service level and maximizing the profit of the online retailers. In this paper, based on the Logit model, we built the online retailer selection probability formula of the consumer, considered the delivery term sensitivity and price sensitivity of the consumers. With given market situation, with maximum profit as the objective and service reliability as the constraint, we established the delivery term commitment and pricing model of the online retailers and then analyzed the optimization of the model. At the end, through a numerical example, we demonstrated the optimal differentiated strategies for the delivery term sensitive consumers and the price sensitive consumers.%电商环境下，对消费者订单做出合理的交付期承诺和配送价格，对于网络零售商提高服务水平和最大化自身利润有重要意义。基于多项Logit模型，建立了消费者对网络零售商的选择概率公式，并考虑了交付期敏感和价格敏感两种消费者类型。在市场情况已知条件下，以自身期望利润最大化为目标，以达到服务管理可靠性水平为约束，构建了网络零售商交付期承诺和价格模型，并对模型的最优性质进行了分析。最后通过算例，说明了交付期和价格敏感两种类型下消费者的差异化最优决策。交付期敏感的消费者相比较价格敏感的消费者，其交付期要求更短，价格更高，且利润也更高。