促销努力下的双渠道供应链联合促销定价策略研究

发布时间：2018-04-20 08:07

本文选题：促销努力 + 搭便车　；参考：《长安大学》2017年硕士论文

【摘要】：近年来,电子商务的迅猛发展形成了一种新的模式——双渠道供应链模式,双渠道供应链模式不仅为消费者提供更多的购物渠道,同时也产生渠道间的冲突问题,那么如何解决渠道间的冲突问题,制定切实有效的定价和促销策略,协调双渠道成员间的利益,成为双渠道供应链中迫切需要解决的问题。论文正是基于以上背景展开,在总结现有促销努力和“搭便车”的双渠道供应链定价文献基础上,考虑市场需求为随机变量,将“搭便车”行为和促销努力引入双渠道供应链,综合运用数学、经济学相关模型和Stackelberg主从博弈理论,分别构建单双方促销在不同控制模式下的双渠道供应链定价模型,对比单双方促销的利润和售价,得出供应链由哪方促销效果好需满足的参数条件。利用数值模拟分析不同参数对销售价格和利润的影响,结合灵敏度分析的参数值,探讨了不同促销方在集中和分散控制模式下的利润,并设计出调查问卷验证所得结论的可行性。研究表明,在三种促销情况下不同参数与产品定价的关系存在不一样的影响,同时不同参数也将动态影响供应链成员的利润,哪种促销方式最优还受制于不同参数的数学关系。制造商和零售商在进行产品定价时应综合考虑生产成本、批发价格、促销努力水平、促销成本分摊比例、零售渠道偏好率等参数对销售价格的影响,在进行产品促销时应统筹考虑各个渠道投入的促销力度,将促销力度保持在最优促销范围内,避免因过度促销造成促销成本的浪费,损伤制造商和零售商的利润。无论是集中还是分散控制模式,企业只要控制得当,双方促销带来的利润值远高于单方促销的利润值。
[Abstract]:In recent years, the rapid development of electronic commerce has formed a new mode of supply chain, dual channel supply chain, which not only provides more shopping channels for consumers, but also causes conflicts between channels. Therefore, how to solve the conflict between channels, to formulate effective pricing and promotion strategies, and to coordinate the interests of the members of the two channels has become an urgent problem to be solved in the dual channel supply chain. This paper is based on the above background, based on the summary of the existing promotion efforts and "free rider" supply chain pricing literature, considering the market demand as a random variable, the "free rider" behavior and promotion efforts are introduced into the dual-channel supply chain. Based on mathematics, economics model and Stackelberg game theory, this paper constructs a two-channel supply chain pricing model under different control modes, and compares the profit and selling price of single-party promotion. Get the supply chain by which to promote the effect of good to meet the parameter conditions. The influence of different parameters on sales price and profit is analyzed by numerical simulation, and the profit of different promoters under centralized and decentralized control mode is discussed in combination with the parameter value of sensitivity analysis. A questionnaire was designed to verify the feasibility of the conclusions. The results show that the relationship between different parameters and product pricing is different in the three kinds of sales promotion cases. At the same time, different parameters will also affect the profit of supply chain members dynamically. The optimal promotion mode is also subject to the mathematical relationship of different parameters. Manufacturers and retailers should consider the influence of production cost, wholesale price, promotion effort level, the proportion of promotion cost sharing, the preference rate of retail channel and other parameters on the sales price. In the process of product promotion, we should consider the promotion intensity of every channel as a whole, keep the promotion strength within the optimal range, avoid the waste of promotion cost caused by excessive promotion, and damage the profit of manufacturer and retailer. No matter centralized or decentralized control mode, as long as the enterprise controls properly, the profit value brought by both sides promotion is much higher than the profit value of unilateral promotion.
【学位授予单位】：长安大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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