Viability of Auction‐Based Revenue Management in Sequential Markets
建立随机模型分析在存在预测误差时，将拍卖纳入收益管理系统的潜力，发现有限拍卖最好在临近最终销售日期时使用，且需谨慎避免高估市场支付意愿。
ABSTRACT The Internet is providing an opportunity to revenue management practitioners to exploit the potential of auctions as a new price distribution channel. We develop a stochastic model for a high‐level abstraction of a revenue management system (RMS) that allows us to understand the potential of incorporating auctions in revenue management in the presence of forecast errors associated with key parameters. Our abstraction is for an environment where two market segments book in sequence and revenue management approaches consider auctions in none, one, or both segments. Key insights from our robust results are (i) limited auctions are best employed closest to the final sale date, (ii) counterbalancing forecast errors associated with overall traffic intensity and the proportion of customer arrivals in a segment is more important if an auction is adopted in that segment, and (iii) it is critically important not to err on the side of overestimating market willingness to pay.