中文摘要：

文中考虑了三类异质顾客：战略顾客、迟钝顾客与询价顾客,其中,战略顾客具有完全理性与风险中性特征;迟钝顾客由于其迟钝本性,表现出有限理性与隐性风险规避特征,这两类顾客的战略等待加剧了产品供给与需求的不匹配风险。研究了销售商采用随机配给策略以减少延迟购买期中产品可获得概率,促使战略顾客与迟钝顾客提前购买的价值。结论表明,在固定折扣价格策略中,当迟钝顾客的迟钝强度较低时,销售商最优策略是故意创造配给风险分割市场;在弹性折扣价格策略中,销售商是否运用随机配给策略不仅与迟钝强度有关,还取决于弹性价格折扣幅度。然后运用数值分析对这两种机制进行了比较,发现,销售商采用弹性折扣价格策略时,弹性折扣价格越低,随机配给的价值越大,即提供较大幅度价格折扣,反而增加其利润。

英文摘要：

This paper considers three types of consumers： strategic consumers,inertia consumers,and bargain-hunters,in which strategic consumers are perfect rational and risk neutral,inertia consumers are bounded rational and implicit risk averse.Strategic and inertia consumers choosing inter-temporal purchase timing deteriorate mismatch risk between capacity and demand.We study the value of random rationing strategy by decreasing product availability to inducing more strategic and inertia consumers to purchase product early.Our results show that when strengthen of inertia of inertia consumers is lower,it＇s optimal strategy for seller to creating rationing risk to segment market under the former cases,whereas whether seller adopts random rationing strategy depends on both strengthen of inertia and flexible price discount under the latter cases.Then we compare these two operation management mechanisms through numerical study and find that value of flexible discount price mechanism is generally much greater when discount price is lower.