Integrating Dynamic Time-to-Market, Pricing, Production and Sales Channel Decisions
Integrating Dynamic Time-to-Market, Pricing, Production and Sales Channel Decisions
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整合动态上市时间、定价、生产和销售渠道决策
DOI：
10.1016/j.ejor.2014.09.001
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发表时间：
2014
期刊：
影响因子：
--
通讯作者：
O. Uncu
中科院分区：
文献类型：
--
作者：
Ö. Özer;O. Uncu
本文研究了一家公司在三个主要不确定性来源下的上市时间决策以及随后的销售渠道、定价和生产决策：获得利润丰厚的销售渠道的资格的可能性、竞争对手的上市时间行为和价格敏感的不确定需求。特别是，我们考虑一家有可能通过两个不同渠道进行销售的公司。通过主要渠道销售要求公司首先使其产品合格。二级渠道不需要资质。在进入市场之前，公司进行产品和工艺设计活动，以提高制造产量和获得主要销售渠道资格的机会。市场进入的长期延迟使得竞争对手能够先于公司进入市场，从而减少公司的市场份额。这种延迟也影响了公司的销售渠道策略。在决定何时进入市场时，公司还需要决定在有限的规划范围内的每个时期收取什么价格以及生产多少。需求分布通过一般随机需求函数取决于产品的价格。定价和生产决策可以根据系统状态动态指定，并且它们与上市时间决策交织在一起。该论文提供了一个统一的模型，可以捕捉上市时间、销售渠道、定价和生产决策之间的关键关系和权衡。对这些关键决策之间的联系进行明确建模使我们能够描述和量化它们在利润产生中的共同作用。本文为管理者提供了一种工具和流程，可以指导他们确定市场时机、定价和生产决策的最佳政策，从而最大化企业的预期利润。
This paper studies a firm’s time-to-market decision and subsequent sales channel, pricing and production decisions under three main sources of uncertainty: possibility of qualifying for lucrative sales channels, competitors’ time-to-market behavior and price-sensitive uncertain demand. In particular, we consider a firm that can potentially sell through two distinct channels. Selling through the primary channel requires the firm to first get its product qualified. The secondary channel does not require qualification. Prior to market entry, the firm performs product and process design activities which improve manufacturing yield and the chances of getting qualified for the primary sales channel. A long delay in market entry allows competitors to enter the market before the firm, reducing the firm’s market share. This delay also affects the firm’s sales channel strategy. While deciding when to enter the market, the firm also needs to decide what price to charge and how much to produce at each period of a finite planning horizon. Demand distributions depend on the product’s price through general stochastic demand functions. Pricing and production decisions can be specified dynamically as a function of the state of the system and they are intertwined with the time-to-market decision. The paper provides a unified model that captures the key relationships and trade-offs among time-to-market, sales channel, pricing and production decisions. Explicitly modeling the linkages among these key decisions enables us to characterize and quantify their joint role in profit generation. This paper provides managers with a tool and a process that can guide them in determining an optimal policy for market-timing, pricing and production decisions that maximize firms’ expected profits.