A General Framework for Incorporating Choice Models into Operations Management Decisions

许多公司倾向于向客户提供种类繁多的产品，目的是扩大客户基础。例如，你可能会在一家零售商看到20种或更多型号的数字设备，每种型号都在功能和价格上与其他型号竞争。同样，在线旅游网站提供从不同供应商整合的各种旅游产品。事实证明，选择合适的产品种类提供给客户是一个困难的问题。提供低利润率产品会增加客户基础，但也可能导致当前客户转向低利润率产品，从而损害收入。种类繁多的产品增加了客户基础，但也可能增加运营成本。随着库存的消耗或公司对客户选择的了解更多，可能有必要调整提供的品种。尽管选择的本质是无处不在的，但运营决策和客户选择之间的接口并没有得到很好的理解。本研究的主要目标是建立一个将客户选择整合到营运管理决策中的框架。本研究将重点研究具有客户选择行为的静态和动态优化问题。在静态设置中，基本选择模型的参数是已知的，目标是决定提供哪一类产品。在动态环境下，基础选择模型的参数是不确定的。人们必须根据数据估计参数值，并随着参数值知识的发展而调整决策。除了方法论上的贡献，这项研究还将影响库存控制、供应链管理和收入管理等相关课程的开设。将开发模拟游戏来验证研究结果，并将其用作教学平台。不同层次和不同背景的学生将有机会获得研究经验。

Many companies favor offering a large product variety to their customers with the intention of increasing the customer base. For example, one may see twenty or more models of a digital equipment at a retailer, each model competing with others in features and price. Similarly, online travel websites offer a variety of travel products consolidated from different suppliers. Choosing the right variety of products to offer to the customers turns out to be a difficult problem. Offering a low-margin product increases the customer base, but it may also cause the current customers to switch to the low-margin product, damaging revenues. Large product variety increases the customer base, but it may also increase the operational costs. As the inventories are consumed or as the company learns more about the customer choices, it may be necessary to adjust the offered assortment. Despite the ubiquitous nature of choice, the interface between the operational decisions and the customer choices are not well-understood. The primary goal of this research is to develop a framework for integrating customer choice into operations management decisions.This research will focus on both static and dynamic optimization problems with customer choice behavior. In the static setting, the parameters of the underlying choice model are known and the objective is to decide which assortment of products to offer. In the dynamic setting, the parameters of the underlying choice model are uncertain. One must estimate the parameter values based on data and adapt the decisions as the knowledge of the parameter values evolves. Besides methodological contributions, this research will impact the relevant course offerings in inventory control, supply chain management and revenue management. Simulation games to validate the findings will be developed and used as an instruction platform. Students at all levels and from diverse backgrounds will have opportunities for research experience.