考虑渠道成本的双渠道供应链定价协调研究

发布时间：2018-01-06 15:34

本文关键词：考虑渠道成本的双渠道供应链定价协调研究　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,电子商务由发展高速增长阶段进入成熟期,线上红利边际效应减小,电商行业开始规范化,开启收割流量红利的运营模式。对企业联盟来说,线上渠道成本的上涨开始成为权衡线上线下决策定价不可忽视的因素。合作与共赢是零售行业品牌商与零售商的主题,然而渠道主导控制权结构直接影响着上下游之间协调冲突的方式。本文综合考虑上述两个因素,从新的视角对双渠道供应链定价协调进行分析,给出相应的管理启示。本文建立了由一个制造商一个零售商组成的单产品双渠道供应链,创新性的考虑了线上线下渠道成本,引入双渠道供应链中。并针对制造商和零售商对渠道的控制能力不同,分成三种不同主导控制结构的双渠道供应链,系统的分析不同控制情形下制造商与零售商如何进行定价决策,协调冲突。在大部分研究成果对渠道成本忽略不计,或模糊处理的情况下,本文理论联系实际企业案例,将线上和线下渠道成本进行分析,分类,建立考虑渠道成本的双渠道供应链模型。一种是制造商主导的双渠道供应链模型,制造商对渠道控制能力强于下游分销商;一种是零售商主导的双渠道供应链模型,零售商在线上和线下都有丰富的运营经验,牢牢把控细分品类;第三种是商品流上下游企业均衡实力的情形下形成的双渠道供应链模型。分别考虑了三种控制结构的双渠道供应链模型,探讨了不同情形下的定价协调策略。本文的主要结论有:针对制造商主导的双渠道供应链,制造商在营销渠道中有很强的话语权,零售商作为跟从方,通过集中决策和分散式决策对比发现,集中决策情形下,整体供应链利润最大。集中决策下的双渠道售价作为供应链定价并协调的目标,相关理论基础和研究成果设计了考虑成本的价格折扣模型,并进行Stackelberg博弈分析,得到符合制造商主导情形下的批发价格和最优定价,线上渠道成本越低,则线上最优定价和最优批发价也越低。针对零售商主导的双渠道供应链,考虑到零售商在线上线下渠道都有较强的渠道控制能力,制造商只负责生产不直接面对消费者,结合已有集中决策优于分散决策的研究成果,协调的关键在于制造商制定的批发价格,设计了一种批发价格策略。并通过数值验证分析渠道成本和市场份额对最优批发价格的影响,对零售商线上线下渠道成本进行分析对比,根据渠道成本和市场分配情况给零售商定价提供决策依据。针对双方均衡控制的双渠道供应链,采用了对双方都有公平性的收益共享协调策略,在保证协调后双方利润都有增加的约束条件下,通过博弈分析找出共享因子的取值范围,最后通过数值验证该策略的有效性。
[Abstract]:In recent years, e-commerce from the development stage of rapid growth into a mature period, the marginal effect of online dividends reduced, e-commerce industry began to standardize, open the harvest flow dividend operation model. For the enterprise alliance. The rising of online channel cost has become the factor that can not be ignored in weighing the online and offline decision pricing. Cooperation and win-win is the theme of brand and retailer in retail industry. However, the structure of channel dominant control directly affects the way of coordination conflict between upstream and downstream. This paper synthetically considers the above two factors and analyzes the pricing coordination of dual-channel supply chain from a new perspective. In this paper, a single-product double-channel supply chain consisting of a manufacturer and a retailer is established, and the cost of online and off-line channels is considered innovatively. According to the different control ability of manufacturers and retailers, it is divided into three different dominant control structures of dual-channel supply chain. Systematically analyze how manufacturers and retailers make pricing decisions and coordinate conflicts under different control situations. In the case of most of the research results ignore the channel cost or fuzzy processing. In this paper, combined with practical enterprise cases, the online and offline channel costs are analyzed, classified, and a dual-channel supply chain model considering channel cost is established. One is the manufacturer led double-channel supply chain model. The manufacturer's ability to control the channel is stronger than that of the downstream distributor. One is the retailer led by the two-channel supply chain model, retailers online and offline have a wealth of operational experience, firmly control the subdivision category; The third is the two-channel supply chain model which is formed under the condition of the equilibrium strength of the upstream and downstream enterprises. The model of the double-channel supply chain with three control structures is considered respectively. This paper discusses the pricing coordination strategy under different circumstances. The main conclusions of this paper are as follows: the manufacturer has a strong voice in the marketing channel, and the retailer is the follower. Through the contrast of centralized decision and decentralized decision, it is found that the profit of the whole supply chain is the largest in the case of centralized decision, and the price of two channels under centralized decision is the goal of supply chain pricing and coordination. On the basis of relevant theories and research results, a price discount model considering cost is designed, and the Stackelberg game analysis is carried out to get the wholesale price and the optimal price in accordance with the manufacturer's leading situation. The lower the online channel cost, the lower the online optimal pricing and the optimal wholesale price. Manufacturers are only responsible for production not directly facing consumers, combined with the existing research results that centralized decision-making is better than decentralized decisions, the key to coordination lies in the wholesale prices set by manufacturers. A wholesale price strategy is designed, and the influence of channel cost and market share on the optimal wholesale price is analyzed through numerical verification, and the retailers' online and offline channel costs are analyzed and compared. According to the channel cost and market distribution, the retailer pricing decision basis is provided. For the two-channel supply chain controlled by both sides, a revenue sharing coordination strategy which is fair to both parties is adopted. Under the constraint condition that the profits of both sides increase after the coordination, the range of the shared factors is found out by game analysis, and the validity of the strategy is verified by numerical results.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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