期刊
INTERNATIONAL JOURNAL OF PRODUCTION RESEARCH
卷 56, 期 5, 页码 1773-1788出版社
TAYLOR & FRANCIS LTD
DOI: 10.1080/00207543.2015.1112443
关键词
online pricing; product bundling; coupon discount; nonlinear mixed-integer programming; sensitivity analysis
资金
- National Science Foundation of China [71490725, 71302064, 71371062, 71571058, 71501057]
- National Key Basic Research Program of China [2013CB329600]
- Humanity and Social Science foundation of Ministry of Education [12YJC630073]
- Research Fund for the Doctoral Program of Higher Education of China [20120111120029]
- CCF-Tencent Open Fund [CCF-TencentRAGR20140109]
We propose an online pricing strategy by utilising product bundling and coupon discounts. Given customer's purchase behaviour and preference for bundling and coupon, we propose a nonlinear mixed-integer programming model to determine the most appropriate bundle discount and instant coupon so as to maximise e-tailer's profit. A fast heuristic algorithm is designed to implement the proposed model online in real time. We investigate the robustness of the proposed method by examining how uncertainties in system parameters affect performance. Through collaborative optimisation, we offer important insights and managerial implications, and show how marketers can attract more purchase and maximise profit by properly integrating marketing tools such as bundling and coupon.
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