基于收益管理的MTO企业订单定价和接受策略研究.doc

基于收益管理的MTO企业订单定价和接受策略研究 - 1 - （电子科技大学经济与管理学院，成都 610054） 摘要：考虑一个生产能力有限且固定的按订单生产企业生产一种产品来满足签约顾客和零散 顾客的订单需求。签约顾客的订单企业必须接受，零散顾客的订单企业可接受也可拒绝。采 用收益管理的思想研究签约顾客的订单定价策略和零散顾客的订单接受策略。基于最大期望 利润的原则，采用动态规划对问题进行建模，得出了签约顾客的最优定价和零散顾客的最优 订单接受(OPT)策略。通过数值分析发现，OPT 策略得出的利润总是高于 FCFS 策略得出的利 润，并且当潜在机器利用率较高时，采用 OPT策略可以更加显著地提高企业利润，而签约顾 客订单的最优定价随零散顾客订单价格的增大而减小。 关键词：收益管理；定价；订单接受；按订单生产 中图分类号：F275 Order pricing and acceptance policy in Make-to-Order firm based on revenue management Fan Lifan, Chen Xu (School of Management and Economics, University of Electronic Science and Technology of China, ChengDu 610054) Abstract: A Make-to-Order firm with limited and fixed production ability produces one product to meet demand from contractual and “fill-in” customers. Contractual orders must be accepted, while fill-in orders can be accepted or rejected. In this paper, we addressed the optimal pricing problem of contractual orders and the optimal order acceptance problem of fill-in orders with revenue management. In order to maximize the total expected profit, we use the dynamic programming to model the problems, and gain the optimal pricing and the optimal order acceptance policy. Through the numerical study, we conclude that the total profit based on the optimal order acceptance policy is much higher than that based on FCFS order acceptance policy, and when the potential machine utilization ratio is relatively high, the optimal order acceptance can remarkably increase the profit. Finally we figure out the optimal price of contractual order is decreasing with the market price of fill-in order. Keywords:revenue management; pricing; order acceptance; make-to order (MTO) 0 引言 近年来，越来越多的制造型企业开始采用按订单生产(Make-to-Order, MTO)的模式，如 食品加工、服装、半导体、钢铁和打印机等企业。并且，大部分的 MTO 企业将市场细分为 签约顾客和零散顾客。签约顾客为企业的长期合作伙伴，企业在生产计划周期开始之前与一 个或多个签约顾客签订长期合作协议，合同中明确订单需求、价格和提前期等。计划周期开 始之后，如果这些顾客的订单到来，企业有足够资源，则安排订单生产。如果没有足够资源， 则必须通过其他途径来满足订单需求，比如向其他企业购买产品等。零散顾客未与企业签订 协议，如果零散顾客的订单到来，企业可根据自身生产状况来决定接受还是拒绝这些订单。 那么 MTO 企业在计划周