A General Framework for Incorporating Choice Models into Operations Management Decisions

许多公司倾向于为他们的客户提供大量的产品种类，以增加客户群。例如，人们可能在零售商处看到20个或更多个型号的数字设备，每个型号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。选择合适的产品种类提供给客户原来是一个难题。提供低利润产品可以增加客户群，但也可能导致现有客户转向低利润产品，从而损害收入。 大量的产品种类增加了客户群，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越来越多，可能需要调整提供的产品种类。尽管选择无处不在的性质，运营决策和客户选择之间的接口没有得到很好的理解。本研究的主要目的是发展一个整合顾客选择与营运管理决策的架构，并将着重探讨顾客选择行为的静态与动态最佳化问题。在静态设置中，基本选择模型的参数是已知的，目标是决定提供哪种产品。在动态环境中，潜在的选择模型的参数是不确定的。 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。 除了方法上的贡献，这项研究将影响库存控制，供应链管理和收入管理的相关课程。 将开发验证研究结果的模拟游戏，并用作教学平台。来自不同背景的各级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.