Study On Dynamic Pricing Of Containerliner Transportation Under The Effect Of Shipper Price Reference

Now,with the continuous development of the world economy and the up sizing of ships,the network of routes and the operation alliance of container liner shipping,the competition situation of container liner shipping industry has become more and more severe.It is actually not feasible to increase the freight rate to increase revenue.Since the trade needs of the two places are not the same,the empty container transportation between the two places will result in the loss of a lot of manpower,material resources and financial resources for the container liner transport enterprises.Therefore,for the liner shipping company,it is not enough to think about the decision-making method that maximizes the profit,but it is necessary to find a decision-making method that combines the comprehensive consideration of increasing the company’s profit and reducing the cost of empty container transportation.This is for the enterprise to consider the income management into the container liner transport industry foreshadowing.After introducing revenue management into the container liner transportation industry,its revenue management idea can be described as: comprehensively considering the pricing and distribution of shipping space and revenue management,and increasing the company’s revenue by reasonably allocating shipping space or carrying some goods with higher freight prices.Or it is to use the market segments for differential pricing,using the classification of the market using different pricing strategies,in order to achieve its purpose of increasing revenue.This paper content mainly includes the following parts: first,the paper roughly introduces the concept of earnings management,and describes the related characteristics of revenue management,according to the characteristics,the introduction of the concept of container liner transportation revenue management,by contrast,with air transport in container liner transport industry are analyzed considering the possibility of earnings management and the feasibility.Secondly,the paper analyzes the influencing factors of the revenue of container liner transportation enterprises from the three directions of customer demand,contract customer management and spot market customer management,and analyzes the management methods.Thirdly,the pricing decisions of carriers and freight forwarders are compared and discussed when the shipper’s price reference effect is considered or not.Then,the container liner transport market is divided into contract market and spot market to apply different pricing decisions to different markets.Based on the idea of revenue management,a two-stage pricing model of container liner transport is established by considering the price reference effect of shippers.The opportunity constrained programming method was used to solve the basic space allocation model and the first stage space allocation model,and the robust optimization method was used to solve the second stage dynamic pricing model.The effectiveness and applicability of the two-stage dynamic pricing model and the effect of the shipper’s price reference effect on the earnings of container liner shipping companies are compared and analyzed through the solution analysis of a numerical example.Finally,the main content of this paper is summarized and analyzed,and the problems to be studied in the future are illustrated.The conclusions and opinions of this paper are as follows: 1.The establishment of dynamic pricing model in two stages will make the profit ratio higher than that of the basic shipping space allocation model only considering shipping space allocation.2.When the shipper’s price reference effect is considered,the profit will decrease with the increase of the reference effect.3.When making decisions,it is better to segment both the market and customers and consider a variety of situations so that the company can get the maximum profit.