سیاست قیمت گذاری تولید کننده برای کالاهای مکمل در فروش آنلاین با درنظر گرفتن سیاست مرجوعی

نوع مقاله: پژوهشی

نویسندگان

1 دانشگاه تهران

2 دانشگاه آزاد تهران جنوب

چکیده

     در این پژوهش به بررسی استراتژی قیمت‌گذاری کالاهای مکمل در فروش آنلاین با درنظرگرفتن سیاست مرجوعی پرداخته شده است، به نحوی که مقدار کالاهای مرجوعی، وابسته به مبلغ استرداد کالای مرجوع شده، است. با توجه به بررسی موضوع قیمت‌گذاری دو کالای مکمل، دو تابع تقاضا و نهایتا استراتژی قیمت‌گذاری و سیاست مرجوعی برای هر دو کالا مورد بررسی قرار می­گیرد. تابع تقاضای مشتری وابسته به قیمت فروش و مبلغ استرداد کالای مرجوعی و همچنین تابع بازگشت کالاها نیز وابسته به مبلغ استرداد کالای مرجوعی و تعداد مرجوعیات کالای دیگر است. در این مقاله، مقدار بهینه قیمت فروش دو کالا و مبلغ استرداد کالاهای مرجوعی به نحوی تعیین شده است که سود کل سیستم فروش آنلاین تولید کننده ماکزیمم شود. در نهایت مثال عددی به ‌منظور بررسی اثرات حساسیت متغیرهای تصمیم نسبت به پارامترها ارائه می شود.

کلیدواژه‌ها


عنوان مقاله [English]

The Pricing Strategy of Manufacturer for Complementary Product in the Online Selling system with Return Policy

نویسندگان [English]

  • A T 1
  • sh r 2
1 tehran university
2 university
چکیده [English]

In online selling system, when customers decide to buy a product, considering that the product is not available and they cannot visit or touch, it is possible for them to cancel online purchasing. In this paper, the effect of pricing strategy for complementary products in online purchasing under the return policy is investigated. In this study, two demand functions are supposed and pricing strategy and return policy have been investigated. The scenario includes situation in which customer's demands are sensitive to the product selling and refund prices. The products’ return policy is sensitive to the refund amount of the product and the amount of another product return. In order to maximize the total profit, the optimal price and refund amount of products are derived. At the end a numerical example is explained to show the effect of sensitivity of decision variables with respect to parameters

کلیدواژه‌ها [English]

  • pricing
  • Complementary Product
  • Online Selling
  • Refund
  • Return Policy
 
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