在加法和乘法两种需求模式下,研究了带有缺货惩罚的单周期报童模型的最优定价-订购联合决策问题,证明了最优决策的存在性及唯一性的充分条件,并具体给出了最优决策的解析表达式.通过数值算例,验证了结论的有效性,给出了价格敏感因子对最优决策和期望收益的影响.研究结果在理论上更具有一般性,而且为研究多零售商的价格竞争决策问题和供应链契约协调等问题提供了理论依据. Under addition and multiplication two kinds of demand modes, the optimal pricing of the single-cycle newsboy model with out-of-stock punishment is studied. The problem of ordering joint decision-making is studied. The existence and uniqueness of the optimal decision are proved. The analytical expression of the optimal decision is obtained.The numerical example shows the validity of the conclusion and the influence of the price sensitive factor on the optimal decision and the expected return.The results are theoretically more general and This study provides the theoretical basis for the study of multi-retailer’s price competition decision-making and supply chain contract coordination.