讲座时间：10月22日上午10：00
讲座地点：九里校区零号楼0212室
讲座题目：Markdown or Trade-up? Incentives to Induce Early Purchase in the Presence of Product Rollover
讲座内容： In the presence of frequent product rollovers, customers face the strategic behavior of choosing between buying the current product (the “old” product) or waiting for a future upgraded product (the “new” product). Besides, customers may become impatient and renege during the waiting process. This paper investigates two demand management options that have potential in inducing early purchase from customers under product rollover. With the ``markdown" option, the seller offers a discount for the old product as time approaches to the release of the new product. With the "Trade-up "option, the seller sells a unit of the old product together with the promise of upgrading to a new product when it is released. Starting from the choice behavior of customers, we study the optimal dynamic pricing decisions involved in three strategies: the markdown only, the trade-up only, and the hybrid strategies. Structural properties with respect to time are investigated and numerical experiments are conducted to compare the performance of different strategies. Furthermore, we study an extended model in which the old product can only be produced/procured prior to the selling horizon and cannot be replenished during the selling process. Following a revenue management framework, we study the structural properties for the profit function and optimal prices with respect to varying inventory levels.
主讲人简介：肖勇波，清华大学经济管理学院管理科学与工程系教授。2000年获清华大学管理信息系统学士学位，2006年获清华大学管理科学与工程硕士和博士学位。目前兼任清华大学现代管理研究中心主任助理和兼职研究员，担任国际学术期刊《Journal of Systems Science and Systems Engineering》的Managing Editor。主要研究领域包括收益与定价管理、供应链管理、服务管理等；学术论文发表于《Production and Operations Management》、《Decision Sciences》、《Naval Research Logistics》、《IIE Transactions》等国际学术期刊。
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