品牌竞争下供应链渠道选择优化决策研究

发布时间：2018-04-11 07:26

本文选题：品牌竞争 + 渠道决策　；参考：《东华大学》2017年硕士论文

【摘要】：随着品牌竞争日趋激烈,网络直销渠道正在迅速影响着企业的渠道策略,其特有的优势和潜力吸引着学术界和企业,越来越多的企业己经或准备进行渠道的整合。从消费者角度来说,渠道的多样化意味着更多的购买选择和成本节约,渠道结合的销售模式能够满足消费者购买产品时的各种需求。对于供应链节点企业而言,渠道的选择是一个至关重要的经营决策,直接关系到在同类产品的竞争中胜出、企业的战略能否顺利实现。鉴于此,本文应用消费者效用函数、Stackelberg博弈和演化博弈等,探讨品牌竞争下的供应链渠道选择决策以及相关参数对于决策变量的影响,以期探索出供应链最优的渠道模式,从而为企业渠道战略提供参考依据。本文的主要研究内容分为三个部分:首先,在已知单一品牌供应链系统中,利用Stackelberg博弈来研究无品牌竞争下供应链的渠道选择优化策略,分析渠道替代率对于渠道定价、销售量以及利润的影响,探索渠道改进的帕累托区域;其次,在自有品牌竞争下的供应链系统中,探究了自有品牌竞争下供应链的渠道选择优化策略,分析品牌相对竞争力对于渠道定价、销售量以及利润的影响;最后,借助动态的演化博弈理论,建立制造商是否开辟直销渠道和零售商是否引入自有品牌的复制动态方程,通过对制造商和零售商平衡点的稳定性分析,归纳得到供应链渠道选择的长期演化结果。结果表明:(1)在单一品牌供应链系统中,对于制造商而言,混合双渠模式下获得的利润最高,单直销渠道模式下的利润高于单传统渠道模式下的利润;但对零售商来说,单一传统渠道模式优于混合双渠道模式。当制造商在单传统渠道模式下开辟直销渠道时,需要应用不高于1-β_1的批发价格折扣才能使得供应链得到协调,达到帕累托改进。(2)在自有品牌竞争的供应链系统中,制造商的最佳渠道决策为混合双渠道模式,单直销渠道模式获得的利润其次,单传统渠道模式获得的利润最低;对于零售商来说,单传统渠道模式和混合双渠道模式均优于单直销渠道模式,混合双渠道模式与单传统渠道模式的优劣决定于品牌相对竞争力、品牌替代率以及渠道替代率。(3)在供应链双方均不知对方策略的情形下,供应链长期演化稳定策略有两种:当制造商选择引入直销渠道,若零售商引入自有品牌所获得利润低于不引入情形下的利润,长期演化结果是制造商建立网络直销渠道、零售商不引入自有品牌;若零售商引入自有品牌获得利润高于不引入情形下的利润时,长期演化结果是制造商建立网络直销渠道、零售商引入自有品牌。因此,无论零售商是否引入自有品牌,制造商的最优渠道策略是开辟直销渠道。
[Abstract]:With the brand competition is becoming increasingly fierce, network marketing channel is rapidly affecting enterprise channel strategy, its unique advantages and potential to attract the academia and enterprises, more and more enterprises have already or ready for channel integration. From the consumer perspective, diverse channels means more choice and purchase cost saving channel according to the sales model can meet the various needs of consumers to buy products. For the enterprises in the supply chain, channel selection is one of the most important business decisions, is directly related to win in the competition of similar products, the enterprise strategy can be realized smoothly. In view of this, the application of consumer utility function, Stackelberg and the evolutionary game so, to explore the brand competition of supply chain channel selection and related parameters on the influence of the decision variables, in order to explore the optimal supply chain The channel mode, so as to provide reference basis for the enterprise channel strategy. The main content of this paper is divided into three parts: first, the known single brand supply chain system, to study the brand competition of supply chain by Stackelberg game channel selection optimization strategy, analysis the channel replacement rate for the channel sales and pricing effects profits, explore the Pareto regional channels improved; secondly, the supply chain system in its own brand competition in the supply chain optimization strategy of channel selection of its own brand competition, brand competitiveness analysis for the channel effect of relative pricing, sales volume and profit; finally, with the help of dynamic evolutionary game theory, establish whether the manufacturer opens the replication dynamic equation of the direct sales channels and retailers are introducing its own brand, the stability of the manufacturer and the retailer balance analysis, induction Long term evolution results of supply chain channel selection. The results showed that: (1) in a single brand in the supply chain, for manufacturers to obtain a mixed dual channel mode of the highest profit, single direct sales channels under the mode of profit is higher than that of single traditional channels under the mode of profit; but for retailers, the traditional single channel model is better than mixed double channel model. When the manufacturer opens the direct channel in single traditional channel mode, need to use discount wholesale price is not higher than 1- beta _1 make the supply chain coordinated, achieve Pareto improvement. (2) in a supply chain system with self brand competition, the manufacturer's best channel decision mixed double channel model secondly, to obtain single direct channel mode to obtain single profit, the traditional channel model the lowest profit; for retailers, the traditional single channel mode and mixed double channel model were better than the single direct Mixed double channel mode, channel mode and single mode determines the merits of traditional channels in relative brand competitiveness, brand replacement rate and channel replacement rate. (3) in the supply chain, both sides do not know each other in the case of supply chain strategy, long-term evolution has two stable strategy: when manufacturers choose to introduce direct sales channels, if the retailer is introduced own brand profit is lower than the case without introducing profit, long-term evolution result is manufacturers to establish direct marketing network, the retailer does not introduce its own brand; if the retailers own brand profit higher than in case of profit, long-term evolution result is manufacturers to build network of direct sales channels, retailers own brand. Therefore, no matter retailers are introducing their own brands, manufacturers is the optimal channel strategy to open up direct sales channels.

【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F273.2

【参考文献】