网络销售下闭环供应链的定价策略研究

发布时间：2018-07-07 17:19

本文选题：闭环供应链 + 网络销售　；参考：《郑州大学》2014年硕士论文

【摘要】：可持续发展的国家战略理念渗透到了社会发展的各个层面,企业作为社会经济发展中一个重要的缩影,将环境保护的理念纳入企业的管理当中来不仅是相关法例条例的强制要求,也是绿色环保意识的经济体现,闭环供应链管理作为供应链管理的延伸和补充应运而生。同时,电子商务的出现给市场经济注入了新的活力并且创造了颠覆性的变革,改变了企业管理的理念和技术,闭环供应链管理不可避免地也会受到互联网的影响,而电子商务的融入也会使得闭环供应链系统更加高效灵活,创造出更大的经济利益。本文对网络销售下闭环供应链的定价策略进行系统的分析,运用理论阐述和博弈模型说明的方法进行研究：首先将电子商务环境下的闭环供应链管理具体到制造商是否开展产品网络直销渠道的模型描述中,然后将闭环供应链具体分为制造商回收闭环供应链,零售商回收闭环供应链和第三方回收闭环供应链,之后分别探讨网络直销渠道给每种供应链带来的影响和变化,并通过数值从网络市场占有率和渠道交叉影响因子两个参数影响的角度分析了网络销售下闭环供应链管理的经济效益和定价策略。结论主要有下几个方面：首先对于整个闭环供应链管理系统来说来说,增加产品的网络直销模式是有利可图的,不论是从参与主体的经济利益还是购买产品服务的消费者来说,网络销售渠道给各方带来了经济上和心理上的良性影响；在此基础上通过数值模拟得出渠道影响因子和网络市场占有率变动下博弈的各方主体利润的变化以及如何依据市场的变动来选择回收模式和定价策略,给闭环供应链管理提供了理论建议。
[Abstract]:The concept of national strategy of sustainable development permeates all levels of social development, and enterprises as an important epitome of social and economic development. Bringing the concept of environmental protection into the management of enterprises is not only the mandatory requirement of relevant laws and regulations, but also the economic embodiment of green environmental awareness. As an extension and supplement of supply chain management, closed-loop supply chain management emerges as the times require. At the same time, the emergence of electronic commerce has injected new vitality into the market economy and created subversive changes, which has changed the concept and technology of enterprise management, and the closed-loop supply chain management will inevitably be influenced by the Internet. The integration of electronic commerce will also make the closed-loop supply chain system more efficient and flexible, and create greater economic benefits. In this paper, the pricing strategy of closed-loop supply chain under network sales is systematically analyzed. Firstly, the closed-loop supply chain management in the electronic commerce environment is put into the model description of whether the manufacturer carries out the direct marketing channel of the product network. Then the closed-loop supply chain is divided into manufacturer recycling closed-loop supply chain, retailer recycling closed-loop supply chain and third-party recycling closed-loop supply chain. The economic benefits and pricing strategies of closed-loop supply chain management under network sales are analyzed by numerical analysis from the point of view of network market share and channel cross-influence factor. The main conclusions are as follows: first of all, for the whole closed-loop supply chain management system, it is profitable to increase the network direct selling model of products, whether from the economic interests of the participants or the consumers who purchase the products and services. Network sales channels have brought economic and psychological positive effects to all parties; On this basis, through the numerical simulation, we get the change of the main profit of each party in the game under the influence factor of the channel and the change of the market share of the network, and how to choose the recovery mode and the pricing strategy according to the change of the market. It provides theoretical advice for closed-loop supply chain management.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F224

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