Impact of customer behavior on price and inventory management

客户行为对价格和库存管理的影响

• 批准号: 355570-2009
• 负责人: Gumus, Mehmet
• 金额: $ 1.6万
• 依托单位: McGill University
• 依托单位国家: 加拿大
• 项目类别: Discovery Grants Program - Individual
• 财政年份: 2013
• 资助国家: 加拿大
• 起止时间: 2013-01-01 至 2014-12-31
• 项目状态: 已结题
• 来源: https://www.nserc-crsng.gc.ca/ase-oro/Details-Detailles_eng.asp?id=527816
• 关键词: Impact; customer; behavior; price; inventory

Pricing decision is one of the most common forms of marketing practices. It requires thorough understanding of all the factors that affect customers' ultimate purchase decisions. For most of the firms, pricing is not a static decision anymore. With the help of data processing technology and e-commerce, dynamic pricing has become more of a necessary capability that helps firms better match their supply with demand and increase their competitive advantage. In order to achieve this goal, a firm now has to continuously decide on when, how frequently and how much to change prices of its offerings. However, there are two issues related to dynamic pricing which, if not appropriately taken into account, can cause more damage than good. First issue is about the increased importance of coordination between pricing and operational planning decisions. Second issue is about the interaction between pricing decisions and customer behavior. In this research proposal, we address both issues and plan to build analytical and large scale optimization models in order to study the roles of customer behavior in coordinated price and inventory management. Our proposed research plan has three primary components. First, we plan to develop a framework to model customer behavior and analyze it in deterministic production/inventory ordering setting. Next, we intend to extend the analysis by incorporating uncertainties in operational and marketing environment. Finally, we intend to develop decomposition approaches for inventory control and pricing problems in complex supply chains. This research will be among the first to develop novel models that consider the entire scope of the problem associated with dynamic pricing, from supply management -- procuring materials at the right time -- to demand management - understanding customer behavior and setting prices accordingly. In addition, we will modify and apply existing techniques from a wide variety of related fields, and particularly the latest advances in customer behavior modeling in marketing and inventory and price coordination in operations in order to develop a thorough understanding of these models.

定价决策是最常见的营销方式之一。它需要彻底了解影响客户最终购买决策的所有因素。对大多数公司来说，定价不再是一个静态的决策。在数据处理技术和电子商务的帮助下，动态定价已经成为一种必要的能力，帮助企业更好地匹配他们的供给和需求，增加他们的竞争优势。为了实现这一目标，公司现在必须不断地决定何时、多频繁以及改变其产品价格的程度。然而，有两个与动态定价相关的问题，如果没有适当考虑，可能会造成弊大于利。第一个问题是定价和运营计划决策之间的协调日益重要。第二个问题是关于定价决策和客户行为之间的相互作用。在本研究计划中，我们解决了这两个问题，并计划建立分析和大规模优化模型，以研究客户行为在协调价格和库存管理中的作用。我们提出的研究计划有三个主要组成部分。首先，我们计划开发一个框架来模拟客户行为，并在确定性的生产/库存订购环境下对其进行分析。接下来，我们打算通过纳入运营和营销环境中的不确定性来扩展分析。最后，我们打算开发复杂供应链中库存控制和定价问题的分解方法。这项研究将是第一个开发新的模型，考虑与动态定价相关的问题的整个范围，从供应管理-在正确的时间采购材料-到需求管理-了解客户行为并相应地设定价格。此外，我们将修改和应用各种相关领域的现有技术，特别是在市场营销、库存和价格协调方面的客户行为模型的最新进展，以便对这些模型有一个全面的了解。