生产商主导下零售商提供服务的供应链博弈研究

发布时间：2018-04-12 19:29

本文选题：供应链 + 加成定价法　；参考：《青岛大学》2016年硕士论文

【摘要】：随着顾客需求和市场竞争的变化,为了获得更多利润,零售商必须采用更复杂的策略,而非简单的降低价格。服务作为一种非价格因素,对消费者的购买决策具有重要的影响,日益成为零售商倚重的竞争手段。本文针对由2个生产商和1个共同零售商组成的供应链,分别研究了零售商提供差异服务和通用服务且采用加成定价法时,服务促进系数、服务竞争系数和价格弹性系数、产品间替代系数对参与方最优定价和服务决策及利润的影响。并运用数值分析,得到以下主要结论:(1)当零售商提供差异服务时,(1)随着价格弹性的增大,零售商降低服务水平,需求量、所有参与方的利润随之降低。(2)随着服务促进系数/服务竞争系数的增大或者产品间替代系数的降低(即产品间差异性的提高),对于高质量产品而言,零售商提高服务水平,市场需求、生产商利润均提高;而低质量产品的市场需求降低,服务水平和生产商利润均先增后减。零售商的利润都是随之先增后减。换句话说,差异服务只是对于高质量产品的生产商多多益善,而对于低质量产品的生产商和零售商来说,存在最优服务水平。(2)当零售商提供通用服务时,(1)随着服务促进系数/价格弹性的增大,所有参与方的决策变量和利润,均与差异服务时表现出相同的特点。(2)随着产品间差异性的提高,所有参与方的决策变量和利润均与差异服务时的情况呈现出一致的性质;而市场需求,则无论是低质量还是高质量的产品,均降低。(3)对比差异服务和通用服务,发现:(1)服务促进系数是零售商服务类型决策的关键影响因素。对零售商和生产商的利润而言,当服务促进系数较小时,提供差异服务优于通用服务;当服务促进系数增加到一定程度以后,提供通用服务反而超过差异服务。(2)分析价格弹性/产品间替代性与所有参与方利润的关系,通用服务均表现出熨平利润波动的作用。
[Abstract]:As customer demand and market competition change, retailers must adopt more complex strategies rather than simply lowering prices in order to make more profits.As a non-price factor, service plays an important role in consumers' purchasing decisions and has become a competitive means for retailers to rely on.In this paper, for the supply chain composed of two manufacturers and one common retailer, the service promotion coefficient, the service competition coefficient and the price elasticity coefficient are studied when retailers provide differential services and common services and adopt the addition pricing method, respectively.The influence of inter-product substitution coefficient on the optimal pricing, service decision and profit of the participants.Using numerical analysis, the following main conclusions are obtained: (1) when retailers provide differential services, the retailers decrease their service level and demand with the increase of price elasticity.With the increase of service promotion factor / service competition coefficient or the decrease of substitution coefficient between products (that is, the difference between products is increased), for high quality products, retailers improve service level.The market demand and producer profit increased, while the market demand for low quality products decreased, service level and producer profit increased first and then decreased.Retailers' profits rise first and then decrease.In other words, differential services are only better for producers of high-quality products, and for producers and retailers of low-quality products,There is an optimal service level. (2) when retailers provide generic services, the decision variables and profits of all participants increase with the increase of the service facilitation factor / price elasticity.With the increase of the difference between products, the decision variables and profits of all the participants are consistent with the situation of the differential service; and the market demand,It is found that the promotion coefficient of service is the key factor in the decision of service type of retailer, by comparing differential service with general service, whether the product is of low quality or high quality.For retailers and producers, when the service facilitation factor is small, the provision of differential service is superior to the common service; when the service facilitation factor increases to a certain extent,The relationship between price elasticity / inter-product substitution and the profit of all participants is analyzed, and the utility service shows the function of ironing the fluctuation of profit.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F224.32

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