Inter-Temporal Pricing For Perishable Product And Supply Chain Coordination With Considering Customer Behavior

With the rapid development of economy and the wide application of information technology, the personalized demand of customers is increasing and the types of customers are more diverse. The firm’s operational decisions need to consider the consumption behavior of different types of customers more and more. Therefore, according to the market with myopic customers, strategic customers and conspicuous customers coexisting, we study a single monopoly retailer’s optimal price and optimal ordering quantity who has quick response and enhance design ability, the coordination of a supply chain composed with a retailer and a manufacturer, the coordination of a supply chain in which decision makers have fairness concerns deeply and systemically.This paper first defines the connotation of customer behavior and customer types, and reviews the related achievements on strategic customer behavior, customer conspicuous consumption, quick response, supply chain coordination contract, fairness concerns and enhanced design. Then, a commentary about the main research content and the main innovation of this paper is given.Secondly, the research about a single monopoly retailer’s price and ordering quantity with myopic customers and strategic customers coexisting is given, when the demand is uncertainty. We first analyze the consumption behavior of the myopic customers and strategic customers in the selling period, and study the impact of the two kinds of customers’ proportion on the optimal price and optimal ordering quantity. Then, we study the optimal price and optimal ordering quantity when the retailer has quick response capability. Additionally, this paper also proposes how the quick response can be implemented, and study the impact of the two kinds of customers’proportion on the optimal price and optimal ordering quantity.Thirdly, the research about a single monopoly retailer’s price and ordering quantity with conspicuous customers and strategic customers coexisting is given, when the demand is uncertainty. We first analyze the consumption behavior of the conspicuous customers and strategic customers in the selling period, and study the impact of the two kinds of customers’ proportion on the optimal price and optimal ordering quantity. Then, we study the optimal price and optimal ordering quantity when the retailer has quick response capability. Additionally, this paper also proposes how the quick response can be implemented, and study the impact of the two kinds of customers’proportion on the optimal price and optimal ordering quantity.Fourthly, we study the optimal price and optimal ordering quantity, when the retailer has both quick response and enhanced design capability. Then we compare the retailer’s strategies between he has fast fashion capability and he only has quick response capability. We analysis the advantage of fast fashion, in which quick response is combined with enhanced design with a numerical example.Fifthly, the research about supply chain coordination with myopic customers and strategic customers coexisting in the market is given. We study the participants’price and ordering quantity in the decentralized supply chain, and compare these strategies with strategies in the centralized supply chain. It’s found that the revenue sharing contract can coordinate the decentralized supply chain perfectly. Then, considering the retailer has fairness concerns, we study the optimal price and optimal ordering quantity in the decentralized supply chain, and compare these strategies with the strategies in the decentralized supply chain in which the retailer has no fairness concerns. It’s found that the revenue sharing contract can also coordinate the decentralized supply chain perfectly, when the retailer has fairness concerns. Correspondingly, the range of the fair-minded retailer’s sharing ratio parameter is given. The impact on the retailer’s profit by the fairness degree and the sharing ratio of the retailer is discussed.Sixly, the research about supply chain coordination with conspicuous customers existing in the market is given, in which the manufacturer has enhanced design capability. We first study the centralized supply chain’s price and ordering quantity, and analysis the impact on the optimal strategies by the enhanced design capability. Then, we study the optimal strategies of the manufacturer and the retailer in the decentralized supply chain and realize the supply chain coordination by revenue sharing contract. At last, we analysis the impact in which revenue sharing contract can strengthen the manufacturer’s enhanced design capability.