顾客导向型乳制品零售商O2O双渠道销售决策

发布时间：2018-04-20 12:54

本文选题：乳制品 + 渠道偏好　；参考：《江苏农业科学》2017年04期

【摘要】：为了解决乳制品销售线上线下双渠道供应链环境中同类产品渠道冲突的问题,以1个乳制品制造商和2个乳制品零售商组成的二级供应链为背景,在考虑顾客购买乳制品渠道偏好和购买体验的条件下,研究2个乳制品零售商在线上线下不同渠道环境下的博弈过程,分析乳制品零售商服务决策水平和供应链整体利润的变化,并提出顾客对服务的敏感程度与供应链利润的关系,最后通过算例分析进行验证。结果表明,在2个乳制品零售商博弈的过程中,顾客购买乳制品的渠道偏好对于零售商集中决策下双渠道供应链利润无影响,而顾客对服务的敏感程度直接影响双渠道供应链的服务水平,进而影响供应链利润,且为顾客提供的服务水平要控制在一定范围内,否则服务成本过高导致供应链整体利润下降。
[Abstract]:In order to solve the problem of the conflict of the similar products in the supply chain environment of the double-channel supply chain, the background of this paper is a two-stage supply chain composed of one dairy manufacturer and two dairy retailers. Under the consideration of customers' preference and experience of purchasing dairy products, this paper studies the game process of two dairy retailers online and offline under different channel environments. This paper analyzes the changes of service decision level of dairy retailers and the overall profit of supply chain, and puts forward the relationship between customer's sensitivity to service and the profit of supply chain. Finally, an example is given to verify the relationship between the level of service decision and the overall profit of supply chain. The results show that in the process of two dairy retailers' game, the channel preference of purchasing dairy products has no effect on the profit of the two-channel supply chain under the retailer's centralized decision. The sensitivity of the customer to the service directly affects the service level of the two-channel supply chain, and then affects the profit of the supply chain, and the service level provided to the customer should be controlled within a certain range. Otherwise, the service cost is too high and the overall profit of the supply chain falls.
【作者单位】：哈尔滨商业大学;
【基金】：国家自然科学基金(编号:71371061)
【分类号】：F274;F724.6

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