常规产品与新产品预售与回购联合定价策略比较研究

发布时间：2018-07-03 12:16

本文选题：策略型消费者 + 预售策略　；参考：《天津大学》2014年硕士论文

【摘要】：面对市场需求不确定性带来的较高产品剩余与缺货风险,经销商通常会考虑运用预售策略在一定程度上提升预测准确度。然而对于在预售期对产品估值不确定的策略型消费者而言,预购行为存在着实际估值低于预期或消费心理与消费环境发生变化的风险。回购策略的实施可以降低这种预测风险,从而鼓励消费者进行预购。然而回购策略对经销商收益的影响却是未知的。目前对回购策略的研究多集中于供应链中供应商与经销商之间的回购契约,鲜有文献针对回购策略在预售问题中的应用进行研究。因此,在预售问题中,回购策略是否有利于经销商的收益提升,如何做出定价及订货决策都是非常值得研究的问题。根据产品的特性差异,将预售产品分为常规产品和新产品两类分别进行研究:在常规产品的预售问题中,消费者对产品特性较为熟悉,于是自身消费心理的变化成为常见的退货原因,此时折价回购使经销商利润最高;而在新产品的预售问题中,消费者往往因产品特性不符合预期而退货,此时回购策略的实施反而可能提高需求的不确定性,从而增加订货决策的难度,此时回购将不利于经销商的收益提升。另外,对被退回的产品不能再销售时经销商的预售与回购策略的研究表明,经销商的最优回购价格为剩余单位产品的残值,且经过比较发现经销商在常规产品的预售模型中的最优利润高于其在退货不能再销售的模型中的最优利润。最后,总结文章结论并展望未来研究方向。
[Abstract]:Faced with the high risk of product surplus and shortage brought by the uncertainty of market demand, dealers usually consider using presale strategy to improve prediction accuracy to a certain extent. However, for strategic consumers with uncertain product valuation during the presale period, there is a risk that the actual valuation is lower than expected or the consumption psychology and consumption environment change. Repurchase strategy implementation can reduce this forecast risk, thereby encouraging consumers to buy ahead. However, the effect of repurchase strategy on dealer income is unknown. At present, the research on repurchase strategy is mostly focused on the repurchase contract between supplier and dealer in supply chain. There is little literature on the application of repo strategy in presale. Therefore, in the pre-sale problem, whether the repurchase strategy is conducive to the increase of dealers' income, how to make pricing and ordering decisions are very worthy of study. According to the characteristic difference of the product, the pre-sale product is divided into two categories: the regular product and the new product. In the pre-sale problem of the conventional product, the consumer is familiar with the product characteristics. As a result, the change of consumer psychology becomes a common reason for returning goods. At this point, the discount repurchase makes the dealer the most profitable, while in the pre-sale of new products, consumers often return goods because the characteristics of the products do not meet expectations. On the contrary, the implementation of repurchase strategy may increase the uncertainty of demand and increase the difficulty of ordering decision. In addition, the research on resale and repurchase strategy of returned products shows that the optimal repo price of dealers is the residual value of residual unit products. Through comparison, it is found that the optimal profit of dealers in the pre-sale model of conventional products is higher than that in the model of non-resale of return goods. Finally, the conclusion of the paper is summarized and the future research direction is prospected.
【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】：F274

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