基于零售商返券促销的供应链运作决策与协调策略研究

发布时间：2018-05-03 18:43

本文选题：返券促销 + 供应链协调　；参考：《电子科技大学》2014年硕士论文

【摘要】：面对激烈的市场竞争,商家采取各种促销方式进行商品的促销。商品促销的方式伴随着市场经济的发达与完善也在不断推陈出新。其中,返券促销这一促销方式被各大商家广泛使用,返券促销的模式也各有不同,本文在供应链环境下,选取零售商返券促销这一促销模式,进行了如下研究。首先进行零售商返券促销的供应链运作决策研究。根据批发价格是否固定,消费者兑换返券的比例是否改变分为四种情形。我们通过建立模型并求解来探究每种情形下的最优批发价格、最优零售价格以及最优返券面值,并得出此时零售商、制造商以及整体供应链的利润。最后进行比较静态分析,探究采取返券促销这一促销模式对供应商、零售商及消费者的影响。研究发现,当返券兑换比例不变时,消费者对返券的最终估值与零售商所有商品的平均销售利润率是零售商决策的关键。当返券兑换比例改变时,采取返券促销总是有利可图的。接着进行零售商返券促销的供应链协调策略研究。此时,零售商和制造商作为一个整体进行联合决策。我们通过建立模型并求解来探究此情形下商品最优零售价格及返券面值,并与分散化决策的供应链中相应情形进行比较,探究供应链协调策略。研究发现,无论消费者兑换比例是否改变,集中化决策供应链总比分散化决策供应链更加有效,此时我们提出了基于利润共享契约的供应链协调策略,使得分散化决策下供应链整体利润与集中化决策下供应链整体利润相同。
[Abstract]:In the face of fierce market competition, merchants take various ways to promote their products. With the development and perfection of the market economy, the way of commodity promotion is constantly innovating. Among them, rebate promotion is widely used by various merchants, and the modes of coupon promotion are different. In the supply chain environment, this paper selects the retail rebate promotion promotion model, and carries out the following research. Firstly, the decision-making of supply chain operation of retailer coupon promotion is studied. Depending on whether the wholesale price is fixed or not, whether the proportion of consumers changing the coupon is divided into four situations. We establish a model and solve it to explore the optimal wholesale price, the optimal retail price and the optimal coupon face value in each case, and obtain the profit of the retailer, manufacturer and the whole supply chain at this time. Finally, a comparative static analysis is carried out to explore the impact of coupon promotion on suppliers, retailers and consumers. The study found that the final valuation of the rebate and the average profit margin of the retailer's all goods are the key to the retailer's decision when the conversion ratio of the coupon is constant. When the coupon exchange ratio changes, it is always profitable to take a coupon promotion. Then the supply chain coordination strategy of retailer coupon promotion is studied. At this point, retailers and manufacturers as a whole make joint decisions. We establish a model and solve it to explore the optimal retail price and coupon face value in this case, and compare with the corresponding situation in the decentralized supply chain, and explore the supply chain coordination strategy. It is found that the centralized decision chain is more effective than the decentralized decision-making supply chain no matter whether the conversion ratio of consumers changes. In this case, we propose a supply chain coordination strategy based on the profit sharing contract. The overall profit of supply chain under decentralized decision is the same as that of supply chain under centralized decision.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.2;F274

【参考文献】