电子商务环境下的定价决策以及渠道选择研究

发布时间：2018-04-11 11:43

本文选题：直销渠道 + 传统渠道　；参考：《南京大学》2015年硕士论文

【摘要】：在经济全球化快速发展的今天,电子商务的作用越来越明显,它不仅时刻改变着消费者的消费观念和消费行为,也影响着商品的制造者—制造商以及商品的出售者—零售商二者的经营理念。为进一步扩大自己的市场,促进供应链的扁平化,节约成本,供应链成员在电子商务的环境中开始纷纷建立的网络直销渠道,开辟了一个与传统零售渠道完全不同的销售渠道。本文正是针对这一现实基础,具体展开了对电子商务环境下零售商与制造商的决策研究。首先在假设的前提条件下分别建立了传统单一渠道、仅零售商建立直销渠道、仅制造商建立直销渠道、二者同时建立直销渠道等四种双渠道供应链模式的理论模型,然后在假设供应商和制造商定价博弈符合stackelberg的基础上求解模型,得到不同供应链模式下供应链成员最优的定价、销量以及利润等问题的解析表达式。在理论模型求解的基础上,分别以供应链成员为研究主体,提出了四种可能的渠道选择策略：(1).仅零售商单独建立直销渠道；(2)仅制造商单独建立直销渠道；(3)零售商随着制造商建立自己的网络直销渠道；(4)制造商随着零售商建有自己的直销渠道。给出了在参数在一定关系的条件下的定价策略以及渠道选择策略。最后借助算例分析,为文中的参数设定一定的取值,在相关软件的帮助下,分析供应链成员的定价、销量以及利润与消费者偏好系数的关系,并给出消费者偏好系数在某一特定范围内时,供应链成员分别应当采取的渠道选择策略以及定价策略,以此来得到定量的结论,使结果更加直观。本研究对电子商务下供应链成员的决策问题有一定的参考意义,同时也丰富了双渠道供应链的相关理论。
[Abstract]:Today, with the rapid development of economic globalization, the role of electronic commerce is becoming more and more obvious. It not only changes consumers' consumption concepts and behaviors at all times,It also affects the business philosophy of producers-manufacturers and sellers-retailers.In order to further expand their own market, promote the flat supply chain, save costs, supply chain members in the e-commerce environment began to establish a network of direct marketing channels, opened up a completely different from the traditional retail channels of sales channels.Aiming at this realistic foundation, this paper studies the decision-making of retailers and manufacturers in e-commerce environment.First of all, under the hypothetical premise condition, the traditional single channel is established separately, only the retailer establishes the direct selling channel, only the manufacturer establishes the direct marketing channel, and both establish the theoretical model of the four kinds of double-channel supply chain mode, such as the direct marketing channel, the direct selling channel and so on.Then the model is solved on the assumption that the supplier and manufacturer pricing game conforms to stackelberg, and the analytical expressions of the optimal pricing, sales volume and profit of supply chain members under different supply chain models are obtained.On the basis of solving the theoretical model, four possible channel selection strategies are put forward, which are the members of the supply chain as the main body.Only retailers set up direct marketing channels alone (only manufacturers establish direct sales channels alone) retailers build their own direct sales channels with manufacturers) manufacturers build their own direct sales channels with retailers.The pricing strategy and channel selection strategy are given under the condition that the parameters are related to each other.Finally, with the help of the example analysis, the paper sets a certain value for the parameters in the paper, and with the help of relevant software, analyzes the relationship between the pricing, sales volume, profit and consumer preference coefficient of the supply chain members.When the consumer preference coefficient is in a certain range, the channel selection strategy and pricing strategy should be adopted by the members of the supply chain respectively, so as to get the quantitative conclusion and make the result more intuitive.This study has a certain reference significance for the decision of supply chain members under e-commerce, and enriches the relevant theory of dual channel supply chain.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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