• 한국경영과학회지
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• 제33권1호
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• pp.1-17
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• 2008

Market segmentation is a key strategic factor in increasing the expected profits, especially in the practice of revenue management. A manufacturing firm should manage both manufacturing quantities and pricing decisions over its segmented markets to maximize the expected profits, setting different price for each different segment. Also, market segments should be kept separate in order to prevent demand leakages between different market segments. In fact, even though the markets for different products are firmly segmented, it is not easy to keep separate segmentation because many products might be substitutable by customer buying behavior. That is, customers respond to price changes by purchasing other market's products instead of purchasing the originally requested products, which causes demand substitution effect ; This kind of substitution is referred to as price-driven substitution. Therefore, decisions on optimal prices should take into account the differences in customers' valuation of the different products. We consider a deterministic model for deciding optimal prices in the presence of price-driven substitution, and we compare both symmetrical-and asymmetrical-type demand substitutions between two segmented markets. The objective of this study is to develop analytical and numerical models to examine the impact of price-driven substitution on the optimal price levels and the total expected profits.

• 한국산학기술학회논문지
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• 제7권2호
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• pp.231-237
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• 2006

2006년 3 월부터 보건복지부에서는 비급여 항목으로 환자의 부담이 컸던 환자식을 급여화하기로 함에 따라 입원환자에 제공하는 병원에서 제공하는 환자식 가격과 관련한 논란이 심화되고 있다. 본 연구는 과학적 방법으로 병원 모집단을 층화 추출한 후 71 개라는 많은 병원 자료를 이용해 급식 유형별 원가와 적정가격을 산정한 우리나라 최초의 연구이다. 활동원가계산과 상대가치 개념을 사용해 급식 유형별 원가를 산출 한 후, 급식 유형별 원가에 영향을 미치는 변수를 알아보았다. 환자식 가격에 영향을 미치는 가장 의미있는 변수는 급식종사인력과 급식 수이므로 보험수가에서는 이들 변수를 고려하여야 한다.

• 수산경영론집
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• 제25권2호
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• pp.103-114
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• 1994

We consider the continous, deterministic, infinite horiton, perishable item inventory, within the setting of a retail sector, in which the price for an item is dependent on the lifetime of inventory. Replenishment cost is kept constant but the carrying cost per units is allowed to vary according to product lifetime. Tro possibilities of variation are considered : (1) Product lifetime is longer than cycletime and (2) Product lifetime is shorter than cycletime. We find the optimal policies and decision rules for perishable product.

• 대한산업공학회지
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• 제30권3호
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• pp.241-249
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• 2004

By committing to a long-term replenishment contract, suppliers can mitigate the pressure to find new customers and afford to charge a discounted price to buyers seeking to lower their purchasing costs. In this paper, we develop an analytical model from buyer's perspective for the contracting process to investigate the buyer-supplier interactions. Based on the developed model, we propose an algorithm to derive optimal strategy for the contract. We consider a system with a single buyer and a supplier in a situation where the buyer's inventory is controlled by (R, S) policy under VMI setting. According to the contract, the supplier should replenish the buyer's inventory up to a fixed level every R times during a specified period. The buyer purchases any deficient amount from a spot market at a higher price. We show by computational experiment that our proposed algorithm finds the global optimum solution.

• 한국정보과학회논문지:소프트웨어및응용
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• 제30권7_8호
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• pp.672-680
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• 2003

shopbot이란 온라인상의 판매자로부터 상품에 대한 가격과 품질에 관한 정보를 자동적으로 수집함으로써 소비자의 만족을 최대화하는 소프트웨어 에이전트이다 이러한 shopbot에 대응해서 인터넷상의 판매자들은 그들에게 최대의 이익을 가져다 줄 수 있는 에이전트인 pricebot을 필요로 할 것이다. 본 논문에서는 pricebot의 가격결정 알고리즘으로 비 모델 강화 학습(model-free reinforcement learning) 방법중의 하나인 Q-학습(Q-learning)을 사용한다. Q-학습된 에이전트는 근시안적인 최적(myopically optimal 또는 myoptimal) 가격 결정 전략을 사용하는 에이전트에 비해 이익을 증가시키고 주기적 가격 전쟁(cyclic price war)을 감소시킬 수 있다. Q-학습 과정 중 Q-학습의 수렴을 위해 일련의 상태-행동(state-action)을 선택하는 것이 필요하다. 이러한 선택을 위해 균일 임의 선택방법 (Uniform Random Selection, URS)이 사용될 경우 최적 값의 수렴을 위해서 Q-테이블을 접근하는 회수가 크게 증가한다. 따라서 URS는 실 세계 환경에서의 범용적인 온라인 학습에는 부적절하다. 이와 같은 현상은 URS가 최적의 정책에 대한 이용(exploitation)의 불확실성을 반영하기 때문에 발생하게 된다. 이에 본 논문에서는 보조 마르코프 프로세스(auxiliary Markov process)와 원형 마르코프 프로세스(original Markov process)로 구성되는 혼합 비정적 정책 (Mixed Nonstationary Policy, MNP)을 제안한다. MNP가 적용된 Q-학습 에이전트는 original controlled process의 실행 시에 Q-학습에 의해 결정되는 stationary greedy 정책을 사용하여 학습함으로써 auxiliary Markov process와 original controlled process에 의해 평가 측정된 최적 정책에 대해 1의 확률로 exploitation이 이루어질 수 있도록 하여, URS에서 발생하는 최적 정책을 위한 exploitation의 불확실성의 문제를 해결하게 된다. 다양한 실험 결과 본 논문에서 제한한 방식이 URS 보다 평균적으로 약 2.6배 빠르게 최적 Q-값에 수렴하여 MNP가 적용된 Q-학습 에이전트가 범용적인 온라인 Q-학습이 가능함을 보였다.

• 한국유통학회지:유통연구
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• 제5권2호
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• pp.91-105
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• 2001

Wholesale club is one of the fastest expanding retailer formats. Given its key features such as limited assortment and no promotion policy, the current paper provides a theory on why the wholesale clubs charge their members fixed annual fees. In a competitive setting with supermarkets, the proposed model demonstrates that the membership fee is the optimal reaction of wholesale clubs to supermarkets" sales promotion. More specifically, the positive amount of annual fee is only justified under the condition that there exists consumer heterogeneity in consumption rate and when the supermarket exercises price promotion on the product that the wholesale club carries. This paper describes the competition in a stylized fashion and derives the optimal membership fee under a scenario where retail promotion is present. This study is valuable in that it offers a different explanation on wholesale club membership fee than conventional wisdoms such as cost sharing and that it provides insights to the managers who consider no-fee format.

• 한국유통학회지:유통연구
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• 제15권1호
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• pp.25-47
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• 2010

고객만족제고에 관심을 기울이고 노력을 경주하는 기업이 늘어나면서, 유통업자들에게 고객만족제고 인센티브를 제공함으로써 그들의 고객만족노력을 불러일으키고자 하는 노력 역시 활발해 지고 있다. 이러한 노력은 상호 경쟁하는 멀티채널을 운용하는 기업들 역시 마찬가지이다. 그러나 지금까지의 고객만족제고방안에 관한 연구는 종업원이나 단일유통업자 등단일주체에 초점을 두고 진행되어 왔을 뿐 경쟁이 발생하는 멀티채널 상황에서의 고객만족제고 인센티브에 대해서는 별다른 연구가 이루어지지 않고 있다. 이러한 문제의식에서 출발하여, 본 연구에서는 게임이론에 기반한 수리경제학적 분석을 통해 멀티채널을 운용하는 기업의 고객만족제고방안에 주안점을 두어 제조업자가 두 유통업자를 운용하는 멀티채널 모형을 상정하여 고객만족제고 인센티브를 어떻게 제시하는 것이 바람직한지 규명하였다. 본 연구의 주요결과는 다음과 같다: (1)명성수준이 높을수록 고객만족제고 인센티브 수준을 높이는 것이 바람직하다. (2)멀티채널 사이의 보완적 외부효과가 클수록 고객만족제고 인센티브 수준을 높이는 것이 바람직하다. (3)유통비용이 클수록 멀티채널에서의 고객만족제고 인센티브의 수준은 낮게 제시하는 것이 바람직하다. (4)채널간 경쟁강도가 높을수록 고객만족제고 인센티브 수준을 높이는 것이 바람직하다.

• 수산경영론집
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• 제42권3호
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• pp.31-39
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• 2011

This paper attempts to extend such analysis to the rather more difficult problem of optimal management of transnational fish stocks jointly owned by two countries. Transboundary fish such as Mackerel creates an incentive to harvest fish before a competitor does and leads to over-exploitation. This tendency is especially poignant for transnational stocks since, in the absence of an enforceable, international agreement, there is little or no reason for either government or the fishing industry to promote resource conservation and economic efficiency. In the current paper I examine a game theoretic setting in which cooperative management can provide more benefits than noncooperative management. A dynamic model of Mackerel fishery is combined with Nash's theory of two countries cooperative games. A characteristic function game approach is applied to describe the sharing of the surplus benefits from cooperation and noncooperation. A bioeconomic model was used to compare the economic yield of the optimal strategies for two countries, under joint maximization of net benefits in joint ocean. The results suggest as follows. First, the threat points represent the net benefits for two countries in absence of cooperation. The net benefits to Korea and China in threat points are 2,000 billion won(${\pi}^0_{KO}$) and 1,130 billion won(${\pi}^0_{CH}$). Total benefits are 3,130 billion won. Second, if two countries cooperate one with another, they reach the solution payoffs such as Pareto efficient. The net benefits to Korea and China in Pareto efficient are 2,785 billion won(${\pi}^0_{KO}$) and 1,605 billion won(${\pi}^0_{CH}$) or total benefits of 4,390 billion won : a gain of 1,260 billion won. Third, the different price effects under the two scenarios show that total benefit rise as price increases.

• Management Science and Financial Engineering
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• 제13권1호
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• pp.73-91
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• 2007

We investigate factors that influence the choice of high-share brands(HSBs) vs. low-share brands(LSBs) among various product and consumer characteristics related to brand-share perceptions. Specifically, using 8 product categories varying in terms of purchase decision involvement, we show how the influencing factors vary across the categories. At the general level that cover all the 8 categories, our hierarchical Bayesian regressions analysis shows that factors that favor high-share brands are purchase decision involvement, search goods, experience goods, price-quality relationship, positive network externalities, and price-prestige beliefs. Conversely, consumers who value variety seeking and need for uniqueness favor low-share brands. The effects of these factors, however, vary across product categories. The identification of these characteristics can help brand managers establish a more effective brand-share strategy in such areas as setting an optimal market share goal, extending a brand, and developing ad copy. Furthermore, our consumer segmentation analysis demonstrates the general market has two distinct segments - (1) a segment composed of HSB buyers(86%) and (2) a segment composed of LSB buyers(14%). The two segments are also shown to have different significant factors that explain their brand choice. Our segmentation analysis can help marketers establish a marketing strategy that targets a specific segment of interest.

• 한국유통학회:학술대회논문집
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• 한국유통학회 2000년도 추계학술대회 발표논문집
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• pp.91-105
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• 2000

Results of a study of the coordination effect in stocking and promotional markdown policies for a supply chain consisting of a retailer and a discount outlet (DCO) are reported here. We assume that the products are sold in two consecutive periods: Normal Sales Period (NSP) and subsequent Promotional Sales Period (PSP). When managers in the two periods coordinate, they share information on the demand forecast and jointly decide the stocking quantity, markdown time schedule, and markdown price to maximize mutual profit. In the absence of coordination, decisions are decentralized to optimize the individual party's objective function. Optimal coordination policy for the retailer/DCO problem setting is analyzed, and the coordination policy is compared with the uncoordinated policy to explore factors that make coordination an effective approach.