摘要随着互联网技术的发展,尤其是当商家开始提供一种新的产品或服务时，越来越多的厂商开始采用概率销售的策略来提高自身的利润水平，近年来，概率销售已经逐步成为市场上一种新的收益管理工具。企业通过隐瞒产品的部分信息来创造概率产品，对完全信息的产品收取正常价格，对概率产品收取一定的折扣价格，从而确保对产品偏好程度不强，而愿意享受一定价格折扣的那部分策略型消费者，在购买产品或享受服务时，仍然能够确保那部分对产品偏好程度强的顾客不转移，从而实现市场的细分。 本文通过建立Hotelling模型,根据顾客购买决策会促进自身消费者剩余最大化的策略型特征，对传统销售和概率销售进行分析，讨论面对策略型消费者作为商家的管理者，应如何在确定性需求的情形下，决定自己的收益管理策略，结论表明, 厂商可以根据具体的情况选择概率营销，从而增加收益。80152

毕业论文关键词  概率销售  确定性需求    收益管理   Hotelling模型

毕 业 论 文 外 文 摘 要

Title   Choice of revenue management strategies with deterministic demand and strategic customers

Abstract

With the development of Internet technology, especially when businesses began to offer a new product or service, more and more manufacturers began to use probabilistic sales strategies to improve their profit levels in recent years, the Probabilistic Selling has gradually become the market on a new revenue management tools。 Enterprises through the partial information to conceal the product to create the probability of the product, for complete information on the product charge normal prices, the probability of the product charge a discounted price, thereby ensuring the product preference is not strong, and willing to enjoy a price discount that part of the strategy type consumers enjoy when purchasing a product or service, you will still be able to ensure that part of the product of strong customer preference is not transferred, in order to achieve market segments。 By establishing Hotelling model, based on customer buying decisions will promote their own consumer surplus maximization strategy type characteristic of traditional sales and sales probability were analyzed and discussed strategies to face type of consumers as business manager, How should uncertainty the case of demand, determine their revenue management strategy, the conclusions show that the probability of marketing vendors can choose depending on the situation, thereby increasing revenue。

Keywords  Deterministic demand,Strategic consumers,Revenue management, Hotelling model

目   次

1 引言………………………………………………………………………………………3 

1。1 选题背景…………………………………………………………………………………… 3

1。2 文献综述…………………………………………………………………………………… 4

1。3 本文的研究内容…………………………………………………………………………5 

2 概率销售的产生与作用………………………………………………………………… 7