考虑消费者行为的双渠道供应链定价与协调策略研究

发布时间：2018-06-19 22:41

本文选题：双渠道供应链 + 不确定需求　；参考：《东北大学》2014年硕士论文

【摘要】：随着电子商务的迅速发展和网络应用的广泛普及,越来越多的大型制造企业在保留传统零售渠道的同时建立网络直销渠道销售产品,以获得更大的市场份额和利润,但是双渠道供应链销售模式的实施却面临着诸多影响和挑战。一方面,在双渠道混合结构下,消费者基于不同渠道服务特性的搭便车行为和退货行为在所难免,对供应链定价策略产生了一定的影响,使企业利润蒙受损失；另外一方面,渠道的需求受市场波动影响具有一定程度的不确定性,对供应链成员的定价决策有较大的影响。因此,在考虑上述影响因素的基础上制定合理的定价策略,已成为企业迫切需要解决的问题。本文在双渠道供应链相关理论以及供应链协调机制研究的基础上,对不确定性需求下考虑消费者行为的双渠道供应链定价与协调策略问题进行了较为深入的研究,主要完成了以下两方面的研究工作：(1)在已有的线性需求模型基础上,考虑消费者搭便车行为对需求的转移影响,建立了考虑消费者搭便车行为的双渠道定价模型,分别对集中式决策和制造商占主导地位的分散式决策两种决策模式下的定价模型进行求解分析,进而给出收益共享和二部定价组合契约对分散式决策模式下的供应链进行协调,最后利用算例分析了消费者搭便车行为对双渠道供应链定价策略和利润的影响。(2)沿用了前面研究的线性需求函数,考虑了消费者不匹配退货对双渠道供应链定价策略带来的影响,引入消费者退货行为的相关参数,构建了考虑消费者退货行为的定价模型,分别对集中式决策和制造商占主导地位的分散式决策下的双渠道供应链定价模型进行求解分析,进而通过前文提出的组合契约进行了供应链协调,最后利用算例分析了消费者退货行为对定价策略和利润的影响。本文所建立的考虑消费者行为的双渠道定价模型是对双渠道供应链定价模型一个有意义的扩充,为考虑需求不确定和消费者行为问题的建模提供了方法依据,最终算例得出的结论为企业定价决策的实施提供了有利支持,具有一定的实际意义。
[Abstract]:With the rapid development of electronic commerce and the wide spread of network application, more and more large manufacturing enterprises establish network direct marketing channels to sell products while retaining traditional retail channels, in order to obtain a greater market share and profits. However, the implementation of two-channel supply chain sales model is facing many impacts and challenges. On the one hand, under the mixed structure of two channels, the free-rider behavior and return behavior of consumers based on the characteristics of different channel services are inevitable, which has a certain impact on the pricing strategy of supply chain, which makes the enterprise lose profits; on the other hand, The demand of the channel is influenced by the market fluctuation to some extent, which has a great influence on the pricing decision of the members of the supply chain. Therefore, making reasonable pricing strategy on the basis of considering the above factors has become an urgent problem for enterprises to solve. On the basis of the theory and coordination mechanism of dual channel supply chain, this paper makes a deep research on pricing and coordination strategy of double channel supply chain considering consumer behavior under uncertain demand. On the basis of the existing linear demand model, considering the influence of free-rider behavior on the demand transfer, a two-channel pricing model is established, which takes into account the consumers' free-rider behavior. The pricing models of centralized decision-making and decentralized decision-making are solved and analyzed respectively, and then the profit sharing and two-part pricing combination contract are given to coordinate the supply chain under decentralized decision-making mode. Finally, an example is used to analyze the influence of free-rider behavior on the pricing strategy and profit of the two-channel supply chain. Considering the influence of consumers' mismatched returns on the pricing strategy of two-channel supply chain, this paper introduces the relevant parameters of consumers' return behavior, and constructs a pricing model which considers the consumers' return behavior. By solving and analyzing the pricing model of two-channel supply chain under centralized decision and decentralized decision of manufacturer respectively, the coordination of supply chain is carried out through the combination contract. Finally, the effect of consumer return behavior on pricing strategy and profit is analyzed by an example. The two-channel pricing model which takes into account consumer behavior is a meaningful extension of the two-channel supply chain pricing model, which provides a method basis for considering demand uncertainty and consumer behavior. The conclusion of the final example provides a favorable support for the implementation of enterprise pricing decision, and has certain practical significance.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274

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