講座時間：10月22日上午10：00

講座地點：九里校區(qū)零號樓0212室

講座題目：Markdown or Trade-up? Incentives to Induce Early Purchase in the Presence of Product Rollover

講座內(nèi)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.

主講人簡介：肖勇波，清華大學經(jīng)濟管理學院管理科學與工程系教授。2000年獲清華大學管理信息系統(tǒng)學士學位，2006年獲清華大學管理科學與工程碩士和博士學位。目前兼任清華大學現(xiàn)代管理研究中心主任助理和兼職研究員，擔任國際學術期刊《Journal of Systems Science and Systems Engineering》的Managing Editor。主要研究領域包括收益與定價管理、供應鏈管理、服務管理等；學術論文發(fā)表于《Production and Operations Management》、《Decision Sciences》、《Naval Research Logistics》、《IIE Transactions》等國際學術期刊。

                                                 歡迎我院師生參與交流學習！