考虑市场结构的可替代产品定价与采购模型研究

发布时间：2018-07-14 18:07

【摘要】：随着市场上同类产品的增多,给企业提出了新的经营挑战:当面临同类可替代产品的选择时,如何确定采购哪种产品、采购量及价格才能更好地迎合市场需求,并实现利润最大化?本文针对这些问题,从顾客价值理论的角度,讨论了不同市场结构下零售商和制造商的定价和产品选择策略。本研究讨论由单零售商和单制造商组成的两级供应链。假设制造商生产两种同类可替代产品,一种优质产品和一种普通产品。零售商向制造商采购后进行销售。制造商需要确定两种产品的最优批发价,而零售商需要确定选择哪种产品进行采购及最优零售价。本研究首先基于顾客对普通产品接受度建立需求函数,然后在零售商斯坦克伯格(RS)、制造商斯坦克伯格(MS)、零售商和制造商垂直纳什(VN)三种非合作博弈模型下进行分析,得到了各模型的解析解。最后,本文分析了以及市场结构如何影响渠道成员的决策及利润。本文通过对结果的比较分析,得到了一些有价值的管理启示:研究发现根据顾客对普通产品的接受度可以把市场区分成三部分,即只对普通产品有需求,或者只对优质产品有需求,或者对两种产品都有需求,并求出了市场区分的标准即顾客接受度的上下阈值,相对应的是零售商的三种采购策略。当大于上限阈值时,最优策略是只采购普通产品;当低于下限阈值时,最优策略是只采购优质产品;当在上下限之间时,最优策略是两种产品均采购。在每种进货策略下,均存在唯一的最优零售价和批发价。两种产品的最优批发价均满足处于MS结构时最高,RS时最低;两种产品的最优零售价则满足:在MS和RS结构下最高,VN状态下最低。优质产品定价策略不受影响,只受市场结构的影响,而普通产品定价策略同时受到市场结构和的影响。无论采购策略如何,渠道成员拥有的渠道权力越多,其利润越高;而整个供应链的利润则满足处于权力倾斜结构时最低,权力均衡状态下最高。对利润有正向影响。在任何一种市场结构下,当低于时,零售商、制造商及供应链的最大利润最低且是一个常数。当高于时,利润随着的提高而增加。
[Abstract]:With the increase of the similar products in the market, the enterprises have put forward new business challenges: how to determine which products to buy and how to meet the needs of the market better when faced with the choice of the same kind of alternative products, and the quantity and price of the purchase can better meet the needs of the market. And maximize profits? In view of these problems, this paper discusses the pricing and product selection strategies of retailers and manufacturers under different market structures from the perspective of customer value theory. This study discusses a two-tier supply chain consisting of a single retailer and a single manufacturer. Suppose the manufacturer produces two similar alternatives, a quality product and an ordinary product. The retailer sells after purchasing from the manufacturer. Manufacturers need to determine the optimal wholesale price for both products, while retailers need to determine which products to purchase and the optimal retail price. In this study, the demand function is established based on the customer's acceptance of ordinary products, and then it is analyzed in three kinds of non-cooperative game models: retailer Stank Berg (RS), manufacturer Stank Berg (MS), retailer and manufacturer vertical Nash (VN). The analytical solutions of each model are obtained. Finally, this paper analyzes how the market structure affects the decision and profit of channel members. Based on the comparative analysis of the results, some valuable management implications are obtained: the study finds that the market can be divided into three parts according to the customer's acceptance of ordinary products, that is, there is only demand for ordinary products. Either there is demand for high quality products, or there is demand for both products, and the criterion of market differentiation is the upper and lower threshold of customer acceptance, corresponding to the three purchasing strategies of retailers. When the threshold is greater than the upper limit, the optimal strategy is to purchase only common products; when the threshold is below the threshold, the optimal strategy is to purchase only high-quality products; when the upper and lower limits are between the two products, the optimal strategy is to purchase both products. Under each purchase strategy, there is a unique optimal retail price and wholesale price. The optimal wholesale price of both products is the highest and the lowest when the RS is in the MS structure, while the optimal retail price of the two products is the lowest in the state of the highest VN under the MS and RS structures. The pricing strategy of high quality products is not affected, only by the market structure, while the common product pricing strategy is influenced by the market structure and the sum of the market structure at the same time. Regardless of the purchasing strategy, the more channel power channel members have, the higher their profits, while the profit of the whole supply chain is the lowest in the structure of power tilt, and the highest in the state of power balance. It has a positive impact on profits. Under any market structure, the maximum profit of retailers, manufacturers and supply chains is the lowest and a constant when it is lower. When above, the profit increases with the increase.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274

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