Dynamic Pricing of Limited Inventories When Customers Negotiate
Dynamic Pricing of Limited Inventories When Customers Negotiate
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DOI：
10.1287/opre.1100.0903
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发表时间：
2011-07
期刊：
影响因子：
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通讯作者：
Chia-Wei Kuo;Hyun-Soo Ahn;Goker Aydin
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文献类型：
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作者：
Chia-Wei Kuo;Hyun-Soo Ahn;Goker Aydin
虽然接受或放弃定价是许多零售商的主要经营模式，但当一些喜欢讨价还价的顾客要求讨价还价时，一些零售商会谨慎地允许价格谈判。在这些零售商中，标价本身会根据销售季节的销售速度进行动态调整，起到两个重要作用：（i）对于许多不讨价还价的顾客来说，标价是接受或放弃的价格;（ii）对于喜欢讨价还价的顾客来说，标价是讨价还价的价格。为了有效地衡量动态定价和谈判在这样的零售环境中的好处，必须考虑库存，动态定价和谈判之间的相互作用。谈判的结果（以及客户支付的最终价格）取决于库存水平、剩余的销售季节、零售商的议价能力和标价。我们模拟零售商的动态定价问题作为一个动态的程序，其中的收入从谈判和张贴定价嵌入在每个时期。我们的特点是最佳的张贴价格和由此产生的谈判结果作为库存和时间的函数。我们还表明，谈判是一个有效的工具，以实现价格歧视，特别是当库存水平高和/或剩余的销售季节很短，即使实施谈判是昂贵的。
Although take-it-or-leave-it pricing is the main mode of operation for many retailers, a number of retailers discreetly allow price negotiation when some haggle-prone customers ask for a bargain. At these retailers, the posted price, which itself is subject to dynamic adjustments in response to the pace of sales during the selling season, serves two important roles: (i) it is the take-it-or-leave-it price to many customers who do not bargain, and (ii) it is the price from which haggle-prone customers negotiate down. To effectively measure the benefit of dynamic pricing and negotiation in such a retail environment, one must take into account the interactions among inventory, dynamic pricing, and negotiation. The outcome of the negotiation (and the final price a customer pays) depends on the inventory level, the remaining selling season, the retailer's bargaining power, and the posted price. We model the retailer's dynamic pricing problem as a dynamic program, where the revenues from both negotiation and posted pricing are embedded in each period. We characterize the optimal posted price and the resulting negotiation outcome as a function of inventory and time. We also show that negotiation is an effective tool to achieve price discrimination, particularly when the inventory level is high and/or the remaining selling season is short, even when implementing negotiation is costly.