渠道偏好行为下双渠道供应链定价决策研究

发布时间：2018-06-24 23:18

本文选题：渠道偏好 + 双渠道　；参考：《天津大学》2014年硕士论文

【摘要】：随着电子商务和经济的快速发展，越来越多的企业采用直销渠道和零售渠道的双渠道策略分销产品。与此同时，消费者也拥有了更多的购买商品选择渠道，于是消费者表现出对特定渠道的偏好倾向。基于这样的背景，本文考虑了一个由一个制造商和一个零售商组成的简单双渠道供应链，在引入消费者渠道偏好行为下对供应链的定价策略进行了探讨。通过建立垂直整合型和分散型供应链模型，给出了集中决策和制造商作为主导的Stackelberg博弈模型的均衡解。并得出收入共享契约不能协调供应链，而采用一个适当的提价或降价契约能实现供应链的协调。然后，，本文进一步考虑了零售偏执型消费者存在的情形下直销渠道提供增值服务的定价策略。研究分析了消费者渠道偏好行为对垂直整合型及分散型双渠道供应链这两种不同结构的定价决策及利润分配的影响。具体地，本文建立了制造商不同销售策略下考虑消费者细分需求的效用函数，分析了制造商渠道选择的策略集合。在集中模式下得出了制造商不同渠道策略下的均衡解。通过对制造商双渠道策略的研究结果表明，根据直销渠道的服务成本和直销与零售渠道之间销售成本差值的相对大小，制造商会采取三种不同的双渠道策略：专注于零售的双渠道策略、专注于直销的双渠道策略以及混合分销的双渠道策略。在分散模式下，研究了制造商只采取零售渠道策略及双渠道策略下的均衡解。并通过提价和降价契约使双渠道供应链达到了协调。最后通过数值实验，讨论了双渠道策略下的最优定价、服务水平及利润分配随着消费者渠道偏好、一般消费群体的大小及服务成本系数的影响情况。
[Abstract]:With the rapid development of e-commerce and economy, more and more enterprises adopt the dual channel strategy of direct marketing and retail channel to distribute products. At the same time, consumers also have more channels to buy goods, so consumers show a preference for specific channels. Based on this background, a simple double-channel supply chain consisting of a manufacturer and a retailer is considered, and the pricing strategy of the supply chain is discussed with the introduction of consumer channel preference behavior. By establishing the vertical integrated and decentralized supply chain models, the equilibrium solutions of the Stackelberg game model, which is dominated by centralized decision and manufacturer, are given. It is concluded that the revenue sharing contract can not coordinate the supply chain, and the supply chain coordination can be realized by adopting a suitable price increase or price reduction contract. Then, this paper further considers the pricing strategy of direct selling channels to provide value-added services under the situation of retail paranoid consumers. The influence of consumer channel preference on the pricing decision and profit distribution of vertical integrated supply chain and decentralized double channel supply chain is analyzed. Specifically, this paper establishes the utility function of manufacturer considering consumer subdivision demand under different sales strategies, and analyzes the strategy set of manufacturer channel selection. In the centralized mode, the equilibrium solutions of manufacturers with different channel strategies are obtained. The results of the research on the manufacturer's dual channel strategy show that, according to the service cost of the direct marketing channel and the relative value of the difference between the direct selling channel and the retail channel, Manufacturers will adopt three different dual-channel strategies: one focused on retail, one focused on direct marketing, and the other on mixed distribution. In the decentralized mode, the equilibrium solutions of manufacturers using retail channel strategy and dual channel strategy are studied. And through the price increase and the price reduction contract to make the double channel supply chain to achieve the coordination. Finally, through numerical experiments, the effects of optimal pricing, service level and profit distribution under the dual channel strategy on consumers' channel preference, the size of the general consumer group and the service cost coefficient are discussed.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.55;F274

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