基于消费者渠道偏好的供应链决策模型研究

发布时间：2018-06-02 04:17

本文选题：双渠道 + 供应链　；参考：《合肥工业大学》2014年硕士论文

【摘要】：随着电子商务和物流网络的不断发展，越来越多的品牌制造商在向传统零售渠道出售产品的同时，引入直销渠道，通过双渠道销售产品。直销渠道的引入能为消费者提供更多、更及时的产品信息以及更广泛的产品选择，并能降低消费者的搜寻成本。与此同时，在制造商处于主导地位的双渠道供应链中，零售商处于被动地位，为了生存和追求更大的利润空间，零售商除了制定最优传统零售价格外，还必须寻找其他突破口，如提供增值服务、降低物流和库存费用等分销成本，以此提高自身的竞争优势，进而增强自身的盈利能力。本文一方面分析存在零售商创新投入的双渠道竞争市场中，零售商的创新投入与消费者对直销渠道的接受程度对供应链参与方的产品定价、利润以及供应链整体绩效产生的影响。研究表明：制造商将直销渠道的引入作为激励零售商提高创新投入水平的一个工具，并从中获益。此时，零售商能获得较低的批发价格，且创新投入的增加能提高产品的销量，进而提高自身的利润。此外，在竞争性市场中，零售商创新投入的增加能有效缓和渠道竞争和冲突，并提高供应链整体绩效水平。另一方面，考虑存在零售商增值服务的双渠道供应链中，零售商增值服务水平和消费者对直销渠道的接受程度对制造商和零售商在集中决策和分散决策下的定价和服务策略产生的影响。结果表明：制造商通过引入直销渠道可以有效地控制零售商的定价决策和利润；零售商增值服务水平与消费者对直销渠道的接受程度对制造商和零售商的定价策略和利润均产生较大影响。当服务水平小于一定界限时，，分散决策下的最优批发价格和最优直销价格分别等于集中决策下的最优零售价格和最优直销价格；当增值服务水平超过一定的界限时，制造商将把直销价格设定为与批发价格相同的水平。
[Abstract]:With the development of electronic commerce and logistics network, more and more brand manufacturers sell their products to traditional retail channels, at the same time, direct marketing channels are introduced, and products are sold through two channels. The introduction of direct marketing channels can provide consumers with more and more timely product information and a wider range of product choices, and can reduce consumer search costs. At the same time, in the two-channel supply chain in which manufacturers are dominant, retailers are in a passive position. In order to survive and pursue a greater profit space, retailers must find other breakthroughs in addition to making the best traditional retail prices. Such as providing value-added services, reducing distribution costs, such as logistics and inventory costs, in order to improve their own competitive advantage, and then enhance their profitability. On the one hand, this paper analyzes how the retailer's innovation input and consumers' acceptance of direct marketing channel can price the products of the supply chain participants in the double-channel competition market with retailers' innovation input. The impact of profit and the overall performance of the supply chain. The research shows that manufacturers use direct marketing channels as a tool to encourage retailers to increase their investment in innovation. At this point, retailers can get lower wholesale prices, and the increase in innovation investment can increase the sales of products, thereby increasing their own profits. In addition, in competitive market, the increase of retailer innovation investment can effectively alleviate the channel competition and conflict, and improve the overall performance level of supply chain. On the other hand, considering the existence of retailer value-added services in the two-channel supply chain, The influence of retailers' value-added service level and consumers' acceptance of direct selling channels on the pricing and service strategies of manufacturers and retailers under centralized and decentralized decisions. The results show that the manufacturer can effectively control the retailer's pricing decision and profit by introducing direct selling channel. Retailers' value-added service level and consumers' acceptance of direct selling channels have a great impact on the pricing strategies and profits of manufacturers and retailers. When the service level is less than a certain limit, the optimal wholesale price and the optimal direct selling price under the decentralized decision are equal to the optimal retail price and the optimal direct selling price under the centralized decision, respectively. Manufacturers will set direct selling prices at the same level as wholesale prices.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274

【参考文献】