全渠道生鲜零售商动态定价与共享库存协同决策研究

The rapid development of science and technology and the diversified change of consumption habits make every retailing industry has implemented or will implement the Omni-channel retailing mode. Due to that fresh products are the important consumption goods of people’s livelihood and they have short lifetime, this industry also will apply the Omni-channel retailing mode. According to the key problem （the coordination of product dynamic pricing and inventory decisions） may happened when all fresh product retailers in China develop Omni-channel retailing，we propose four sub-problems in this project by tracing the innate character of this key problem and studying these sub-problems step by step. Based on analyzing the characteristics of fresh products, retailing channels and customer behavior, we firstly study the corresponding allocation of fresh products and sale channels. Then, we explore the coordination of dynamic pricing and channels shared inventory decisions for single category of fresh product without and with considering customer behavior in Omni-channel retailing mode. Finally, we investigate the coordination of dynamic pricing and channels shared inventory decisions for multiple categories of fresh products with considering products’ interrelationships in Omni-channel retailing mode. Based on the multi-objective theory and case research method, the corresponding multi-dimension allocation structure of fresh products and sale channels is given. Base on this conclusion, we attain the coordination structure of dynamic pricing and shared inventory decisions in Omni-channel retailing mode for different scenarios of replenishment policy, sale channel information, customer type and products’ interrelationship by applying stochastic dynamic programing, operational analysis and other theories and technologies. By executing this project, we will develop a theoretical system and implementation method to systematically model, analyze and optimize the coordination of dynamic pricing and shared inventory decisons for Omni-channel fresh product retailers.

科技的快速发展与消费习惯的多元变化使各行零售已进入或即将进入全渠道零售模式。生鲜产品作为民生重要消费品及其使用时效性也促使该行业最终走上全渠道零售模式道路。课题针对我国生鲜产品零售商开展全渠道零售模式的痛点问题（动态定价与库存协同决策），深入分析生鲜产品、销售渠道与消费者行为特性，以追根溯源、逐层深入的研究思路对生鲜产品品类渠道分配、未考虑与考虑消费者行为影响的单种产品及带依存关系的多种产品的全渠道零售模式下动态定价与共享库存协同决策问题进行研究。基于多目标理论并结合案例研究获得生鲜产品各渠道分配的多维依据结构。在此基础上，基于随机动态规划与运筹分析等理论技术分别获得不同的补货策略、渠道信息透明度、消费者类型与产品依存关系等场景下全渠道零售模式生鲜产品动态定价与共享库存协同决策结构。最终发展一套系统的用于全渠道生鲜产品零售商动态定价与共享库存协同决策的建模、分析及优化的理论体系与实施方法。

飞速的科技发展和日益多元化的消费习惯使得生鲜品零售已迈入全渠道零售模式。而生鲜品易腐性和多渠道零售复杂性使得产品动态定价与共享库存协同决策成为生鲜品全渠道零售企业的痛点问题。基于此，本项目通过梳理生鲜品研究文献和挖掘生鲜品实际变质实验数据获得影响生鲜品变质的时间、温度、湿度等多维度因素，拟合数据获得生鲜品质量腐蚀函数。通过调研消费者对不同零售渠道敏感性及实践企业中各零售渠道现状获得线下实体店零售、线上电脑端零售和线上移动端零售三渠道的特点。结合以上研究结论对全渠道零售商的单种生鲜品动态定价和共享库存协同决策问题构建模型，分析给出生鲜品不同渠道的定价和库存补货数量的最优解。并对其分析获得产品腐蚀速率、零售商成本与需求参数对各渠道生鲜品定价、库存补货数量和全渠道零售商利润的影响。在此基础上拓展研究，以一个包含制造商和全渠道零售商的两阶生鲜品供应链为研究背景，考虑消费者行为对该零售商的生鲜品动态定价和共享库存协同决策问题发展模型，分析给出考虑消费者对生鲜品价格、质量和配送时间敏感下的各渠道的最优动态定价和库存补货数量的内在关系，并发展求解各渠道的动态定价和库存补货数量的算法。应用算法获得制造商更倾向于零售商采用全渠道同价策略，而零售商在消费者更换渠道购买非零成本时倾向全渠道异价策略，在消费者更换渠道购买零成本时倾向全渠道同价策略。最后，采用类似供应链背景，考虑生鲜品替代和互补关系对全渠道零售商的生鲜品动态定价和共享库存协同决策构建模型，获得这时的不同渠道产品定价和库存补货数量的内在关系，发展启发式算法。并对以上两个模型应用各自算法进行数值分析指出消费者行为、产品关系，生鲜品腐蚀速率、零售商成本与需求参数对各渠道生鲜品定价、库存补货数量和供应链利润的影响。项目结论不仅完善了新零售与冷链运营领域理论，同时还对现实生鲜品全渠道企业在制定产品定价和库存控制决策具有一定借鉴价值。