面向延时敏感顾客的服务优先权设置与定价研究

Because that the production and consumption of a service occur simultaneously, most service systems can not use inventory to smooth the fluctuating customer demand just like manufacturing system, which leads that queueing phenomenon emerge more often in service system. To some customers, not only the price of the service affects their purchasing decision, the delay is also an important factor that they consider. We call these customers are delay-sensitive ones. As Carlton and Perloff(1994) says, the delay-sensitive customers are the ones that the service firms face most frequently in the market. When facing delay-sensitive customers, the service priority setting and pricing of the service firm will affect customers' behavior significantly. Usually, these problem can be modelled as two-stage Stackelberg game. In this project, we investigate the service priority design and pricing when the service firm faces delay-sensitive customers by use of game model and queueing model. The aim of this project is to reveal the formation mechanism of the market segamentation, and also to support the service firm to make pricing decision when facing delay-sensitive customers. Therefore, this research has both scientifical significances and application values.

由于具有生产和消费的同时性，大多数服务系统不能像制造系统一样使用库存来平滑顾客需求的波动，这造成了顾客在服务系统中排队等待现象更为突出。对于一些顾客而言，影响其购买决策的除了价格外，期望等待时间也是一个重要的因素。这样的顾客被称为延时敏感顾客。正如Carlton 和 Perloff(1994)所言，延时敏感顾客是实际中服务企业最常面对的一类顾客。面对延时敏感顾客，服务企业的优先权设置及定价对顾客的行为起着微妙的影响：通常该类问题构成了两阶段的Stackelberg博弈模型。本项目拟结合排队模型和博弈模型对服务企业的优先权设置及定价问题进行研究，探讨服务企业在面向延时敏感顾客时的最优优先权设置及定价策略。本项目的研究对于揭示现实中服务市场细分结构的形成机理具有重要理论意义和学术价值，也为服务型企业的优先权设置，定价以及细分客户群提供重要的理论基础和决策支持。

由于具有生产和消费的同时性，大多数服务系统不能像制造系统一样使用库存来平滑顾客需求的波 动，这造成了顾客在服务系统中排队等待现象更为突出。对于一些顾客而言，影响其购买决策的除了 价格外，期望等待时间也是一个重要的因素。这样的顾客被称为延时敏感顾客。正如 Carlton 和 Perloff(1994)所言，延时敏感顾客是实际中服务企业最常面对的一类顾客。面对延时敏感顾客，服 务企业的优先权设置及定价对顾客的行为起着微妙的影响：通常该类问题构成了两阶段的 Stackelberg 博弈模型。本项目结合排队模型和博弈模型对服务企业的优先权设置及定价问题进行了研究，探讨了服务企业在面向延时敏感顾客时的最优优先权设置及定价策略。本项目的研究对于揭示现实中服务市场细分结构的形成机理具有重要理论意义和学术价值，也为服务型企业的优先权设置，定 价以及细分客户群提供重要的理论基础和决策支持。