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首页> 外文期刊>International Journal of Production Research >Pricing and composition of bundles with constrained multinomial logit
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Pricing and composition of bundles with constrained multinomial logit

机译：约束多项式对数的束的定价和构成

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摘要

In this paper, we propose an extension of the problem of bundling with multinomial logit, making an explicit inclusion of the consumers' maximum willingness to pay ( MWTP) by means of the constrained multinomial logit ( CMNL). In the bundling problem, we determine the price and the composition of bundles offered for a single segment of consumers by a firm, which is competing with others in the market, and we compare this result to a base case in which the consumers' MWTP is not considered. We assume these consumers as rational since they choose the bundle that maximise their utility and the bundle price is within their MWTP. The resulting model is a non-linear mixed integer programme which is solved in two steps: ( i) pricing is the first step; the prices are numerically determined in a fixed point equations system and ( ii) in the second step the composition of the bundle is determined by explicit enumeration. The results show that the price obtained is less than the one got in the case without CMNL ( and bigger than the costs), and the composition of the offered bundle is different as well. It is possible to conclude that not considering the consumers' MWTP in the context of the problem of bundling will imply an overestimation of the firm's profit. We have analysed as well the results for a Chilean telecommunications company. These results show the importance of including the MWTP in the pricing and composition process.
机译：在本文中，我们提出了多项式logit捆绑问题的扩展，通过约束式多项式logit（CMNL）明确包含了消费者的最大支付意愿（MWTP）。在捆绑问题中，我们确定与市场上其他竞争的公司为单个消费者细分市场提供的捆绑价格和组成，并将此结果与消费者MWTP为不考虑。我们认为这些消费者是理性的，因为他们选择使效用最大化的捆绑包，并且捆绑包价格在其MWTP之内。生成的模型是一个非线性混合整数程序，可以通过两个步骤解决：（i）定价是第一步；价格在不动点方程系统中以数值方式确定，并且（ii）在第二步中，通过显式枚举确定束的组成。结果表明，所获得的价格低于没有CMNL的情况下的价格（并且大于成本），并且所提供的捆绑商品的组成也不同。可以得出这样的结论：在捆绑问题中不考虑消费者的MWTP会暗示对公司利润的高估。我们还分析了一家智利电信公司的结果。这些结果表明，在定价和构成过程中纳入MWTP的重要性。

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