考量產能限制與客戶交期偏好之動態價格策略

Abstract

本研究探討廠商在產能限制與客戶交期偏好下之價格策略，以最大化期望利潤。市場中，顧客對於價格、數量及交期有其需求，故不同組合之效用皆不同。由於廠商產能有限制，有效率的分配給潛在顧客為其挑戰，並且利用報價達到訂單選擇的效果。若廠商報價高於特定顧客之願付價格，代表廠商欲保留其產能或鎖定更高願付價格之顧客，反之，則代表願意販賣該顧客。一般報價分為個別報價及目錄報價，前者對顧客群提供特定方案，後者則對所有客戶提供相同方案報價，以省略廠商與客戶間議價的成本，為本研究所使用之報價方式。廠商將所有交期與數量組合給予報價，而顧客效用函數亦考量數量及交期，由顧客自行選擇最大效用之選項，故組合間報價會相互影響。本研究利用動態規劃並結合數量折扣求解廠商的最佳目錄報價決策，如何訂定產品價格達到調節產能及最大化期望利潤之效果，最後進行參數分析說明目錄報價在不同可用產能水準與環境下的決策與意涵。

This study discussed pricing decision for lead time sensitive customer under capacity constraints to maximize expected profits. Customers have different utility level for price, quantity and lead time, thus the surplus of different combinations is also different. Since manufacturers have limited capacity, they faced the challenge of capacity allocation to orders. In our research, pricing decisions were regarded as order acceptance policy. If the manufacturer's quotation is higher than the price that a specific customer is willing to pay, it means that the manufacturer wants to reserve its capacity or focus on the customer who is willing to pay a higher price, otherwise, it means that the customer’s order will be produced. Quotation methods is divided into differentiated quotation and uniform quotation. The former provides a specific plan for the customer group, and the latter provides the same plan to all customers. In order to omit the cost of bargaining between manufacturers and customers, we used uniform quotation method. The manufacturer will offer a quotation for all lead time and quantity combinations, and the customer will choose the option with the greatest surplus, so the quotations between the combinations will affect each other. This research considered quantity discount on pricing and established a dynamic programming model, which shows how were the policies made. Finally, the research carried out parameter analysis to obtain the insight of management.