双渠道零售商定价与库存策略选择研究

发布时间：2018-06-12 00:12

本文选题：零售商双渠道 + 定价策略　；参考：《南京大学》2014年硕士论文

【摘要】：B2C电子商务的快速发展及人们消费行为的改变,使得越来越多的传统零售商在传统实体店的基础上建立起网络销售渠道以打开网络市场,实行双渠道运作。但传统零售渠道与网络渠道的并存不可避免的会产生很多问题,本文尝试从定价和库存两个关键因素对双渠道零售商进行研究,主要内容归纳如下：(1)研究了B2C模式下传统零售商在拥有传统零售渠道基础上开辟网络渠道必须考虑的双渠道定价策略问题。首先讨论了零售商双渠道未采用协调机制下的四种定价策略：集中式价格决策和分散式决策下的传统零售渠道与网络渠道的Bertrand定价博弈、传统零售渠道为主导的Stackelberg定价博弈和网络渠道为主导的Stackelberg定价博弈。研究发现集中式决策价格策略总是优于分散式决策下的三种价格策略,同时分析了不同定价策略与渠道所占市场份额、交叉价格弹性系数之间的关系。其次,研究了双渠道零售商采用销售努力补偿协调机制下的最优价格策略选择问题。通过对比协调与未协调下网络渠道为主导的Stackelberg定价博弈,得出了满足协调有效性的条件。(2)研究了B2C模式下双渠道零售商三种库存运作策略：零售商集中化管理库存策略(Centralized Strategy)、零售商分散化管理库存策略(Outsourcing Strategy)、供应商共享库存策略(Drop-shipping Strategy)。运用报童模型的框架研究了双渠道零售商、供应商及供应链的最优库存策略,并通过数值实验研究了市场需求的不确定性对三方最优库存的影响。
[Abstract]:With the rapid development of B2C e-commerce and the change of people's consumption behavior, more and more traditional retailers have established network sales channels on the basis of traditional physical stores in order to open up the network market and implement double-channel operation. However, the coexistence of traditional retail channels and network channels will inevitably lead to a lot of problems. This paper attempts to study the dual-channel retailers from the two key factors of pricing and inventory. The main contents are summarized as follows: (1) this paper studies the dual-channel pricing strategy which must be considered by traditional retailers on the basis of traditional retail channels in B2C mode. Firstly, four pricing strategies under the coordination mechanism are discussed: centralized pricing decision and Bertrand pricing game between traditional retail channel and network channel. The traditional retail channel is the dominant Stackelberg pricing game and the network channel is the dominant Stackelberg pricing game. It is found that the centralized decision price strategy is always superior to the three price strategies under the decentralized decision. At the same time, the relationship between the different pricing strategies and the market share of the channel and the cross-price elasticity coefficient is analyzed. Secondly, this paper studies the optimal price strategy selection of dual channel retailers under the coordination mechanism of sales effort compensation. By comparing the Stackelberg pricing game between coordinated and uncoordinated network channels, Under B2C mode, three strategies of inventory operation of dual-channel retailers are studied: centralized retailer management inventory strategy, retailer decentralized management inventory strategy outsourcing strategy, supplier shared inventory strategy Drop-shipping strategy. The optimal inventory strategies of double-channel retailers, suppliers and supply chains are studied by using the framework of newsboy model, and the effects of uncertainty of market demand on three-way optimal inventory are studied by numerical experiments.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274

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