经管学术论坛（管科024）：清华大学肖勇波教授学术讲座通知

报告题目: Markdown or Trade-up? Incentives to Induce Early Purchases in the Presence of Product Rollover

报告时间：2020年6月11日（周四）上午10:00--11:30

报告地点：腾讯会议，会议 ID：742 489 821（或点击链接直接加入会议：https://meeting.tencent.com/s/nvgmdBSmGQwQ）

报告人：肖勇波 清华大学经济管理学院教授

主讲人简介：

肖勇波，清华大学经济管理学院管理科学与工程系长聘教授。2000年获清华大学管理信息系统学士学位，2006年获清华大学管理科学与工程硕士和博士学位，2006.1--2008.7清华大学经济管理学院应用经济学博士后。目前兼任清华大学现代管理研究中心主任助理和兼职研究员，担任国际学术期刊《Journal of Systems Science and Systems Engineering》的Managing Editor；是教育部长江学者青年学者（2016）、国家自然科学基金优秀青年基金（2012）和中国管理学青年奖（2014）的获得者。主要研究领域包括收益与定价管理、供应链管理、服务管理等。学术论文发表于《Operations Research》、《Production and Operations Management》、《Decision Sciences》、《Naval Research Logistics》和《IIE Transactions》等运作管理领域重要国际期刊，以及《系统工程理论与实践》、《中国管理科学》和《管理科学学报》等国内核心学术期刊。

摘要（Abstract）

In the presence of frequent product rollovers, strategic customers decide to whether buy the current product or wait for an upgraded product in future. This paper investigates two demand management policies-markdown and trade-up that have potential in inducing early purchases from strategic customers under product rollover. Under the markdown policy, the seller offers a discount for the current product as time approaches to the release of the new product. Under the trade-up policy, the seller sells a unit of the current product together with the promise of upgrading to a new product when it is released. We investigate the optimal dynamic pricing decisions under these two policies respectively. We show that the optimal price does not necessarily decrease over time under the markdown policy. Neither does the optimal trade-up price under the trade-up policy. We compare the seller's optimal profit under the two policies and find that no one dominates the other. This motivates us to study the combination of the two options; that is, the seller can offer both the markdown option and the trade-up option. The numerical studies suggest that the seller benefits more from the hybrid policy when waiting customers are more likely to renege, the residual value of the current product is medium, the innovation level of the new product is high, and the regular selling price is high.