题目：A Randomized Pricing Strategy for Omnichannel Retailing

主讲人：吴江华 教授（中国人民大学商学院）

时间：2016年12月30日上午10:00-11:30

地点：主楼216

主讲人介绍：

    Jianghua Wu is the Professor of Operations Management at School of Business, Renmin University of China. He obtained his PhD in Operations Management from Purdue University. His main research interests include Supply Chain Management, Inventory Control, Revenue Management and Marketing/Operations Management Interfaces. His work has been published in Computers & Operations research, Decision Support Systems, International Journal of Production Research, OMEGA, Operations Research Letters etc. His research has been supported by the National Natural Science Foundation of China and research grants from the Ministry of Education.

内容介绍：

    More and more traditional retailers realize the advantages of internet, especially mobile internet, and add online channels. While omnichannel retailing provides consumers more convenience to experience products and gather information, it also transfers traditional consumers into strategic ones. More of those informed customers would like to strategically move across channels and choose purchase time, which makes the integration of channels a challenge to omnichannel retailers. This paper focuses on joint pricing optimization for omnichannel retailers. In consideration of customers’ discrepant perception between two channels and strategic-waiting behavior, we propose a randomized pricing strategy for omnichannel retailing. In this strategy, while both offline and online prices are the same, the online channel may randomly lower down price, so that retailers can reasonably discriminate customers and get more profit. We show in this paper that our randomized pricing strategy always generates more profit than flat pricing strategy. We also conduct a numerical study to explore how strategic consumer behavior impacts randomized pricing strategy and expected profit.

（承办：管理科学与物流系，科研与学术交流中心）