قیمت گذاری محصولات مکمل و جایگزین به صورت همزمان در حالت فروش بسته ای و فروش جداگانه با در نظر گرفتن ریسک انقطاع
محورهای موضوعی : مدیریت
1 - 1- استادیار گروه مهندسی صنایع، دانشگاه علم و فناوری مازندران
کلید واژه: قیمت گذاری, کالا مکمل, کالا جایگزین, فروش بسته ای, ریسک انقطاع,
چکیده مقاله :
در این مقاله به ارئه مدلی برای قیمت گذاری کالا جایگزین و مکمل(چهار کالا) به صورت همزمان پرداختیم که فروشنده کالا ها را به دو صورت جداگانه و به صورت بسته به مشتری نهایی عرضه می کند و به مقایسه سود حاصل از فروش هر یک از سناریو ها پرداخته و با یکدیگر مقایسه انجام داده ایم. در فروش بسته ای دو محصول مکمل با هم در یک بسته عرضه می گردند که هر کدام از این بسته ها جایگزین یکدیگر می باشند ولی در فروش جداگانه هر کالا به صورت جداگانه به فروش می رسد. تابع تقاضا برای هر یک از کالا ها تابعی خطی از قیمت خود کالا و کالاهای دیگر می باشد. برای تقاضا امکان بروز ریسک انقطاع نیز وجود دارد به اینصورت که در صورت بروز ریسک انقطاع تنها درصدی از میزان سفارش قابل برآورده سازی می باشد. برای نشان دادن اعتبار مدل از مثال عددی استفاده شده و تحلیل حساسیت روی پارامترهای مهم مساله انجام شده است.
In this paper, we present a model for pricing substitute and complementary products (four products) simultaneously, where the seller offers the products in two ways: separately and as a package to the final customer, and we compare the resulting profit. In the package sale, two complementary products are offered together in one package, and each of these packages can replace one another, but when sold separately, each item is sold individually. The demand function for each product is a linear function of its own price and the prices of other products. There is also the possibility of disruption risk for the order, in such a way that in the event of a disruption risk, only a certain percentage of the order can be fulfilled. To demonstrate the credibility of the model, a numerical example has been used and a sensitivity analysis has been performed on the important parameters of the model.
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