基于消费者感知的双渠道供应链定价及服务策略研究

发布时间：2018-06-20 19:52

本文选题：制造商双渠道 + 消费者感知　；参考：《电子科技大学》2017年硕士论文

【摘要】：随着互联网和物流业的迅速发展,越来越多的制造商开通线上渠道,形成线上和线下两种渠道并存的销售体系。但是,线上渠道的开通给零售商管理的线下渠道带来了目标冲突和渠道冲突。同时,消费者购物渠道选择的标准也发生了变化,不仅关注产品的价格,而且受到渠道服务水平的影响。文章选取产品的送货提前期作为影响制造商线上渠道服务水平的关键因素,零售商的订单缺货率作为影响线下渠道服务水平的关键因素。因此,本文基于以上背景,对制造商和零售商不同情形下的价格和服务策略进行研究,并分析相关参数对决策有何影响。本文对消费者购物感知的影响因素进行分析,并基于消费者效用理论建立了渠道需求模型。文章首先研究了双渠道供应链在集中决策下的最优定价,并分析各渠道服务水平对渠道定价以及渠道需求量的影响。研究发现:线上渠道的产品销售价格和送货提前期成反比,线下渠道的产品销售价格和订单缺货率也成反比;当制造商的送货提前期大于一定阈值时,其提升服务水平所引起的线上销售价格的提升幅度要大于所引起的交付成本的提升幅度,线上渠道的需求量同时会增加。其次,文章通过Stackelberg博弈分析了制造商主导的双渠道供应链在分散决策下各渠道的最优销售价格和服务策略。研究得出:零售商利润最大时线下渠道的最优定价和服务水平,且其最优定价与制造商的送货提前期和批发价格成正比,与订单缺货率和消费者线上接受程度成反比;当订单缺货率低于某阈值时,零售商则可在一定范围内提高销售价格,当订单缺货率高于该值时,若此时增加销售价格则会降低其利润。制造商利润最大时线上渠道的最优定价和服务水平,且其在线上渠道的产品定价和其提供的送货提前期成反比,与消费者对线上渠道的接受程度成正比。制造商可以采用数量折扣合同机制对双渠道进行协调,使双方的利润都实现Pareto改进。文章最后通过Matlab软件进行数值分析,验证了双渠道供应链在集中决策和分散决策下渠道价格、服务水平和利润的关系,以及消费者线上渠道接受程度对各渠道销售价格、需求和利润的影响。
[Abstract]:With the rapid development of the Internet and logistics industry, more and more manufacturers open online channels and form a sales system in which both online and offline channels coexist. However, the opening of online channels brings target conflicts and channel conflicts to offline channels managed by retailers. At the same time, consumer shopping channel selection standards have also changed, not only concerned about the price of products, but also affected by the channel service level. In this paper, the delivery lead time is chosen as the key factor to affect the service level of the manufacturer's online channel, and the shortage rate of the retailer's order is taken as the key factor to affect the service level of the off-line channel. Therefore, based on the above background, this paper studies the price and service strategies of manufacturers and retailers under different circumstances, and analyzes the influence of relevant parameters on decision-making. This paper analyzes the influencing factors of consumer shopping perception and establishes channel demand model based on consumer utility theory. This paper first studies the optimal pricing of dual channel supply chain under centralized decision, and analyzes the influence of channel service level on channel pricing and channel demand. The results show that the sales price of the online channel is inversely proportional to the delivery lead time, and the product sales price of the offline channel is inversely proportional to the order shortage rate, and when the manufacturer's delivery lead time is greater than a certain threshold, The increase of online sales price caused by the improvement of service level is larger than that of the cost of delivery, and the demand for online channels will increase at the same time. Secondly, through Stackelberg game, the paper analyzes the optimal sales price and service strategy of the manufacturer dominated supply chain under decentralized decision. The results show that: the optimal pricing and service level of the retailer are proportional to the manufacturer's delivery lead time and wholesale price, and are inversely proportional to the shortage rate of orders and the acceptance degree of consumers online; When the order shortage rate is below a certain threshold, the retailer can raise the sales price within a certain range. When the order shortage rate is higher than that, the profit will be reduced if the order price is increased. The optimal pricing and service level of the online channel are inversely proportional to the delivery lead time provided by the manufacturer, which is directly proportional to the acceptance of the online channel by consumers. Manufacturers can use the volume discount contract mechanism to coordinate the two channels so that both parties' profits can be improved by Pareto. Finally, through the numerical analysis of Matlab software, the paper verifies the relationship between channel price, service level and profit under centralized and decentralized decision-making, as well as the relationship between channel price and channel acceptance degree of consumers online. The impact of demand and profit.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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