Stokla bağlantılı maliyetler ve referans etkisiyle en iyi fiyatlandırma politikası

Yıl 2017, Cilt: 23 Sayı: 4, 451 - 461, 18.08.2017

Mehmet Güray Güler , Mustafa Akan İsmail Sevim

Öz

Bu çalışmada sezon başlamadan belirli miktarda ürün alan bir satıcının problemi ele alınmaktadır. Elde stok tutmanın bir maliyeti bulunmakla beraber talep mevcut fiyata ve referans fiyata bağlıdır. Referans fiyat müşteriler tarafından oluşturulmakta ve mevcut fiyatın miktarının ölçülmesi için kullanılmaktadır. Satıcının amacı kendi iskonto edilmiş karını eniyilemektir. Problem, en iyi fiyatlandırma politikasını bulmak üzere optimal kontrol problemi olarak modellenmiştir. Genel talep modelleri için, stok miktarındaki artışın sebep olduğu marjinal maliyet ve referans fiyatın artışının neden olduğu marjinal gelir miktarları analitik olarak sunulmuştur. Doğrusal talep modelleri için ise optimal fiyatlandırma stratejisi analitik olarak bulunmuş ve üç aşamalı olarak bulunan yapı açık bir şekilde sunulmuştur: İlk aşamadaki kaymağını alma veya nüfuz (penetrasyon) stratejisinden sonra optimal fiyat zamanla artmakta, ve satış sezonu bir indirim ile bitmektedir. Ürünün maliyetleri üzerine eklenen bir prim olarak tanımlanan indirgenmiş fiyatın tanımlanmasıyla, ikinci evredeki fiyat artışının ürünlerin satın alım ve elde tutma maliyetlerinden kaynaklandığı gösterilmiştir. Optimal fiyatın talep ve maliyet parametrelerine olan duyarlılığı ise sayısal çalışmalar ile gösterilmiştir.

Anahtar Kelimeler

Fiyatlandırma, Stok, Referans fiyat etkisi, Optimal kontrol

Optimal pricing policy with inventory related costs and reference effects

Öz

This paper addresses the problem of a retailer who buys a certain amount of inventory at the start of a selling season. Holding inventory is costly and the demand is dependent on the current price and the reference price. The reference price is developed by customers and acts as a benchmark against the current price. The aim of the retailer is to maximize its discounted profit. The problem is modeled as an optimal control problem to determine the optimal pricing policy. For general demand models, the marginal cost due to an increase in the inventory and the marginal gain due to an increase in the reference price are provided analytically. For the linear demand models, the optimal pricing strategy is given explicitly and shown to be characterized by three stages: After a penetration or a skimming pricing strategy at the initial stage, the optimal price increases with time and the season ends with a discount. By introducing the reduced price which is the premium over the cost of the products, it is shown that the existence of procurement and holding cost is the driver for the increase in the price during the intermediary stage. The sensitivity of the optimal price to demand and cost parameters is also provided with a numerical study.

Anahtar Kelimeler

Pricing, Inventory, Reference price effects, Optimal control

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