Two-stage Dynamic Pricing Of Warehousing Location And Service Considering Customers Strategic Behavior

With the deepening of social division of labor,logistics service industry has gradually become the backbone of modern economy.As an important part of logistics service,warehousing is the central link connecting the upstream and downstream.of the supply chain.The increasingly complex market competition environment makes the location pricing decision of the warehousing enterprise more and more complex.With the rapid penetration of the Internet and the rapid development of e-commerce,the price reduction of the warehousing enterprise becomes more and more frequent,and some customers will become more and more rational.They will strategically compare the effectiveness of 'the warehousing enterprise in different price stages,so as to determine the leasing opportunity.In the face of this strategic customer who constantly adjusts the leasing plan to reduce expenditure,a reasonable warehouse location pricing strategy can not only enable the warehousing enterprise to quickly recover costs,gain revenue and gain the trust of customers,but also eliminate customers'concerns about outsourcing services and focus on core business.Therefore,how to make a clear and effective location pricing strategy to achieve the goal of maximizing revenue is an important problem to be solved urgently.This article discusses the two-stage dynamic pricing of warehousing location and service under the market environment of myopic and strategic customers.First of all,by analyzing the expected utility of potential customers in the market,we can find the critical value of reference price of the location,determine the best leasing opportunity of customers,and then we can get the demand function of customers in each stage.Secondly,based on the analysis of the leasing behavior of customers,the paper describes the revenue model of the warehousing enterprise under three situations;the quantity of storage location can only meet or partially meet the first stage leasing demand,the quantity of storage location can meet the first stage but not the second stage leasing demand,and the quantity of storage location can meet the two-stage leasing demand,from the perspective of the warehousing enterprise.The applicability and validity of the model are verified by numerical examples and sensitivity analysis.The results show that:The model method proposed in this paper can help the warehousing enterprise to formulate reasonable two-stage dynamic pricing strategy to obtain more profits;with the increase of additional factor of customer location reference price,the two-stage pricing of the warehouse enterprise will increase;with the increase of the proportion of strategic customers in the market,the first stage pricing of the warehousing enterprise will decrease,and the second stage pricing will remain basically unchanged;with the increase of discount factor of customer location reference price,the first stage pricing of the warehousing enterprise will slow down,while the second stage pricing will go up rapidly;with the increase of service pricing ratio,the two-stage pricing of the warehouse enterprise will decrease.the warehousing enterprise should pay attention to the additional factor of location reference price,the proportion of strategic customers in the market and the change of customers' discount factor of location reference price and service pricing ratio in real time,so as to adjust the pricing decision in time.Aiming at the location pricing problem of the warehousing enterprise under the market environment of both myopic and strategic customers,this paper combines "product+service"pricing with dynamic pricing,and constructs a two-stage dynamic pricing model of locations and supporting basic services for the warehousing enterprise,in order to provide decision-making reference for location pricing of the warehousing enterprise.