高时效性商品在线多属性逆向拍卖定价决策与商业模式选择

项目名称： 高时效性商品在线多属性逆向拍卖定价决策与商业模式选择

项目编号： No.U1204701

项目类型： 联合基金项目

立项/批准年度： 2013

项目学科： 管理科学与工程

项目作者： 张荣

作者单位： 河南农业大学

项目金额： 26万元

中文摘要： 随着全球化和信息化发展，商业模式不断创新，在线逆向拍卖受到了学者和电子商务企业管理者的青睐。本项目以高时效性商品为研究对象，以改善经济过剩时代供需双方各独立主体绩效为目标，基于对时效性商品的多属性描述，在博弈论框架下拟探讨基于NYOD (Name Your Own Desire)的在线多属性逆向拍卖方法。首先，从易到难逐层深入地给出三种在线多属性逆向拍卖方法（价格为主体、基于效用综合集结、基于规则提取）；然后，分别建模刻画买方报单决策（一次报单、二次报单）及卖方商业模式（仅NYOD、NYOD和List Price并存）形成的4种情形下的买方报单行为和卖方商业模式选择策略。最后，通过比较分析，拟释义以多属性揭示商品特征时，买卖双方以博弈方式获取自身利益最大化前提下，交易平台应如何基于价格为主体、效用综合集结、决策规则提取进行定价决策和商业模式选择等科学问题，以丰富在线方式下的逆向拍卖理论。

中文关键词： 高时效性商品；博弈理论；多属性决策；定价决策；双渠道

英文摘要： Recent years business modes have been innovated due to globalization and informationization of the world, and online reserve auction has been preferred by more and more researchers and managers who operate the E-Business companies. This project will address into a new business mode---NYOD (Name Your Own Desire), which aims to maximize the performance of all members on supply chain, under the framework of game theories, based on online multi-attribute reserve auctions according to the high timeliness commodities. Firstly, three online reserve auction methods are developed step by step based on the price oriented, the utility aggregated and the rule-extracted, respectively, according to the multi-attribute characteristics of high timeliness commodities. Then, this project depicts the buyers’ purchasing decisions (two pricing modes are investigated, the single-bid and double-bid scenarios) and business modes selections (two channel modes are included, only NYOD channel, and dual-channels included NYOD and list price) under four scenarios with game theories. By the comparisons among the above models, finally, the project will illustrate the interface firms how to make their pricing decisions and to choice their business modes to maximize their performances based on the price-oriented, the utility aggregated and the

英文关键词： High Timeliness Commodity；Game Theories；Mulity-attribute Decision；Pricing Decisioin；Dual-channel