Online pricing with bundling and coupon discounts
提出一种结合产品捆绑和优惠券折扣的在线定价模型，通过非线性混合整数规划确定最优折扣，帮助电商吸引购买并最大化利润。
We propose an online pricing strategy by utilising product bundling and coupon discounts. Given customer’s purchase behaviour and preference for bundling and coupon, we propose a nonlinear mixed-integer programming model to determine the most appropriate bundle discount and instant coupon so as to maximise e-tailer’s profit. A fast heuristic algorithm is designed to implement the proposed model online in real time. We investigate the robustness of the proposed method by examining how uncertainties in system parameters affect performance. Through collaborative optimisation, we offer important insights and managerial implications, and show how marketers can attract more purchase and maximise profit by properly integrating marketing tools such as bundling and coupon.