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供应链管理课件 第15章学习资料.ppt

发布：2025-04-19约7.84千字共19页下载文档
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Chapter15

PricingandRevenueManagementintheSupplyChainSupplyChainManagement

(3rdEdition)

15-1

OutlineTheRoleofRevenueManagementinthe

SupplyChainRevenueManagementforMultipleCustomerSegmentsRevenueManagementforPerishableAssetsRevenueManagementforSeasonableDemandRevenueManagementforBulkandSpotCustomersUsingRevenueManagementinPracticeSummaryofLearningObjectives2

TheRoleofRevenueManagementintheSupplyChainRevenuemanagementistheuseofpricingtoincreasetheprofitgeneratedfromalimitedsupplyofsupplychainassetsSupplyassetsexistintwoforms:capacityandinventoryRevenuemanagementmayalsobedefinedastheuseofdifferentialpricingbasedoncustomersegment,timeofuse,andproductorcapacityavailabilitytoincreasesupplychainprofitsMostcommonexampleisprobablyinairlinepricing3

ConditionsUnderWhichRevenueManagementHastheGreatestEffectThevalueoftheproductvariesindifferentmarketsegments(Example:airlineseats)Theproductishighlyperishableorproductwasteoccurs(Example:fashionandseasonalapparel)Demandhasseasonalandotherpeaks(Example:productsorderedatA)Theproductissoldbothinbulkandonthespotmarket(Example:ownerofwarehousewhocandecidewhethertoleasetheentirewarehousethroughlong-termcontractsorsaveaportionofthewarehouseforuseinthespotmarket)4

RevenueManagementfor

MultipleCustomerSegmentsIfasupplierservesmultiplecustomersegmentswithafixedasset,thesuppliercanimproverevenuesbysettingdifferentpricesforeachsegmentPricesmustbesetwithbarrierssuchthatthesegmentwillingtopaymoreisnotabletopaythelowerpriceTheamountoftheassetreservedforthehigherpricesegmentissuchthattheexpectedmarginalrevenuefromthehigherpricedsegmentequalsthepriceofthelowerpricesegment5

RevenueManagementfor

MultipleCustomerSegmentspL=thepricechargedtothelowerpricesegmentpH=the

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