食用油生产企业二级供应链定价策略研究

发布时间：2018-03-26 06:05

本文选题：食用油生产企业　切入点：二级供应链　出处：《武汉轻工大学》2014年硕士论文

【摘要】：作为流通的重要环节，供应链愈来愈受到企业管理者的重视，并在学术界引起了广泛讨论。如今，将博弈论运用于供应链问题的研究也日益普遍。在市场竞争日趋激烈，食用油产品价格频繁波动的背景下，本文以小包装食用油产品二级供应链为研究对象，这一研究对象由单一食用油生产企业与单一零售商构成，需要解决的问题是在这个二级供应链中食用油生产企业怎样决策以获得产品的最优定价策略。本文首先从三个层面对供应链定价的相关理论基础进行阐述，即供应链与定价、供应链博弈和供应链博弈定价；并介绍了食用油产品供应链的分类，以及供应链定价的影响因素；然后基于博弈论，建立了食用油产品在四种博弈环境下的定价决策模型：集中决策定价环境、Nash均衡定价环境、制造商主导的定价环境、以及零售商主导的定价环境，并对比分析了以上四种环境下食用油产品的定价策略模型，得出了食用油产品在二级供应链上定价决策的九个结论；最后，，通过对食用油产品在四种博弈环境下的定价策略进行实证分析，为处于四种不同博弈环境下的食用油生产企业制定合理的定价策略，指出食用油供应链上生产企业和零售商只有将非合作博弈定价变为合作博弈定价，才能获得整个供应链利益的最大化。本文的研究有助于供应链上企业把握价格形成规律，指导供应链上企业合理定价，从而提高企业竞争力，达成共赢。
[Abstract]:As an important link in circulation, supply chain has been paid more and more attention by enterprise managers, and has aroused extensive discussion in academic circles. Nowadays, the study of applying game theory to supply chain problems is becoming more and more common, and the market competition is becoming more and more fierce. Under the background of frequent price fluctuation of edible oil products, this paper takes the two-stage supply chain of small packaging edible oil products as the research object, which consists of a single edible oil producer and a single retailer. The problem that needs to be solved is how to make decisions in this secondary supply chain to obtain the optimal pricing strategy. In this paper, the theoretical basis of supply chain pricing is expounded from three aspects, namely supply chain and pricing, supply chain game and supply chain game pricing, and the classification of supply chain of edible oil products. Then, based on game theory, the pricing decision model of edible oil products in four game environments is established: centralized decision making environment and Nash equilibrium pricing environment, manufacturer dominated pricing environment. The pricing strategy model of edible oil products under the above four environments is compared and analyzed, and the nine conclusions of pricing decision of edible oil products in the secondary supply chain are obtained. Through the empirical analysis of the pricing strategies of edible oil products under the four game environment, the reasonable pricing strategy is established for the edible oil production enterprises under four different game environments. It is pointed out that only by changing the non-cooperative game pricing into cooperative game pricing can the producers and retailers maximize the benefits of the whole supply chain. The research in this paper is helpful for the enterprises in the supply chain to grasp the rules of price formation. Guide the enterprise to price reasonably on the supply chain so as to improve the competitiveness of the enterprise and achieve a win-win situation.
【学位授予单位】：武汉轻工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;F274

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