双渠道供应链中的两阶段定价研究

发布时间：2018-05-09 13:04

本文选题：供应链管理 + 直销渠道　；参考：《华南理工大学》2014年硕士论文

【摘要】：随着信息化技术的广泛应用，互联网技术以及电子商务得到飞速发展，消费者的购物行为也发生了变化，开设网络直销渠道逐渐成为企业的另一种销售方式。由于网络直销渠道与传统零售渠道各自拥有不可替代的优点。因此，很多企业同时开设网络直销渠道与传统零售渠道，双渠道供应链管理问题也成为学者们研究的热点。双渠道供应链管理模型是指同时含有网络直销渠道与传统零售渠道，已有的双渠道供应链模型大都是分析一个销售期内供应商、零售商的定价问题，，其模型都是建立在基于产量即销量的基础上，即产品都能在一个销售期内刚好售完。但是，现实生活中产品很多都不是只有一个销售期，像服装类，都会有正价销售期与打折季。因此，本文从两个销售期的角度出发，分别分析制造商与零售商的最优定价决策。结合实际情况，本文考虑了顾客对直销渠道的认可度以及考虑顾客对产品的评价值随时间的变化率两个因素。通过建立相应的数学决策模型，分别分析供应商与零售商在集中决策与分散决策下的定价问题。通过对模型的分析，本文给出了供应商与零售商在不同的直销渠道认可度下的最优定价决策。然后本文通过参数分析，并结合数值例子，分析了各个参数对利润的影响，研究发现：与传统的只含有一个销售期的双渠道供应链管理问题相比，含两个销售期的双渠道供应链管理在大部分情况下都是能提高供应商以及整个供应链的利润；同时可以发现利润与成本之间并不是简单的负相关关系，在有些情况中，存在一个临界成本，当其成本大于这个临界值会使得其利润与成本呈现出正相关关系。最后本文对集中决策与分散决策的利润进行比较，发现集中决策时，整条供应链的利润比分散决策时的利润大，因此本文考虑引入供应链协调机制来增加制造商以及零售商的利润，从而降低制造商与零售商之间因为竞争而产生的利润损失。
[Abstract]:With the wide application of information technology, Internet technology and e-commerce have been rapid development, consumer shopping behavior has also changed, the opening of network direct marketing channels has gradually become another way of sales enterprises. Because of the network direct selling channel and the traditional retail channel each has the irreplaceable advantage. Therefore, many enterprises simultaneously open the network direct marketing channel and the traditional retail channel, the double channel supply chain management question also becomes the hot spot which the scholar studies. The double channel supply chain management model refers to both the network direct marketing channel and the traditional retail channel. The existing two channel supply chain models are mostly to analyze the pricing problems of the suppliers and retailers in a sales period. The models are based on volume or sales, that is, products are sold out within a sales period. However, in real life, many products are not just one sales period, such as clothing, there will be positive sales period and discount season. Therefore, from the point of view of two sales periods, this paper analyzes the optimal pricing decisions of manufacturers and retailers respectively. Combined with the actual situation, this paper considers the customer's acceptance of the direct selling channel and the change rate of the customer's evaluation value with time. By establishing the corresponding mathematical decision model, the pricing problems of suppliers and retailers under centralized and decentralized decisions are analyzed respectively. Through the analysis of the model, this paper gives the optimal pricing decision of suppliers and retailers under different recognition of direct selling channels. Then, through parameter analysis and numerical examples, this paper analyzes the influence of each parameter on profit, and finds that: compared with the traditional double-channel supply chain management problem with only one sales period, Two-channel supply chain management with two sales periods can improve the profit of suppliers and the whole supply chain in most cases. At the same time, it can be found that there is not a simple negative correlation between profit and cost, in some cases, There is a critical cost, when the cost is greater than this critical value, the profit and cost show a positive correlation. Finally, the paper compares the profit of centralized decision with that of decentralized decision, and finds that the profit of the whole supply chain is larger than that of decentralized decision. Therefore, this paper proposes to introduce the supply chain coordination mechanism to increase the profits of manufacturers and retailers, so as to reduce the loss of profits caused by competition between manufacturers and retailers.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F713.32

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