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针对不确定需求下企业的产品补货策略和定价策略的问题,对不同价格折扣的客户行为进行了分析,建立了企业决策和客户行为相互影响的博弈论模型,求出了企业的最优库存量、最优产品价格和不同价格折扣的客户的选择行为的解析表达式,并利用两个具体的算例对均衡解的性质进行了进一步的分析。研究结果表明,对于产品价格较高、客户价格折扣较大的企业,该博弈论模型能帮助其更好地应对客户的理性选择行为。
Aiming at the problem of product replenishment strategy and pricing strategy of enterprises with uncertain demand, this paper analyzes the customer behavior with different price discount, builds a game theory model with the interaction between decision-making and customer behavior, and obtains the optimal inventory Quantity, optimal product price and different price discount, and further analyzes the nature of the equilibrium solution by using two specific examples. The results show that the game theory model can help customers to better respond to customers’ rational choice behavior for enterprises with higher product prices and larger customer discounts.