多渠道零售环境下的定价与促销策略研究
发布时间：2018-10-12 20:13
【摘要】：多渠道零售（Multi-Channel Retailing），是指零售企业可以通过整合传统实体经营和现代电子经营而形成的包含多种营销渠道接触客户的新型零售模式。按照目前市场的实际情况，通常把它们分类为线上渠道与线下渠道。由于供应链是由不同企业主体的多个渠道构成，如何有效地处理这些不同销售渠道带来的竞争和协调问题给制造商和零售商的管理者带来了前所未有的挑战。为了有效的管理好多个渠道，进一步最大化供应链的整体利润,一方面,供应链的主导者（在我们的研究中特指制造商）必须对供应链各层级不同销售渠道的决策及其相互之间复杂的关系有较为清晰的认识；另一方面，供应链各节点的企业应共享信息，在预知其他供应链主体行动的前提下，最优化自己的决策。因此供应链多渠道竞争策略的研究是复杂的,只有深入分析各个决策，才能更好地管理供应链多个不同渠道。 国内外学者对多渠道供应链进行了大量的研究（Choi（2003）、Rhee（2000）、Chiang（2003）、Yan（2008）和Liang Han（2012）），这些研究主要聚焦于引入线上渠道后的供应链博弈，提出了很多具有重要理论价值和实践意义的博弈结论，但他们忽视了现实情况中多渠道混合经营的复杂情况。这给我的研究指明了方向，打下了坚实基础。 本文针对前人研究的不足，构建出更适合现代零售市场实际情况的供应链博弈模型。并在此模型上重点解决如下问题：（1）在多渠道的背景下，认识垂直一体化和分散决策的差别，期望发现在这两种供应链结构下，制造商和零售商价格决策的异同；（2）因为顾客对每个渠道初始的忠诚度不同，每个渠道之间价格（渠道）敏感系数不同，各个渠道的价格变动会对包括需求、价格和利润在内的多个指标产生影响。我们力图把握在这种复杂的渠道结构下，各个价格决策和促销决策之间会有什么联系，他们的变动会有什么影响；（3）我们力图通过数值分析和案例研究相结合的方法，，提出对制造商和零售商切实可行的价格和促销策略。 针对上述问题，本文的主要研究结论有下列几点： （1）在制造商集中控制的价格策略研究中，我们发现，在垂直整合的情形下，因为不存在给零售商批发价格的影响，两个渠道之间的竞争主要体现在渠道价格的敏感程度和顾客对各个渠道的忠诚度上，同时成本作为重要的因素，会影响到制造商的渠道选择。我们进而分析了在制造商主导的二级供应链中，制造商的一个网上渠道和零售商的两个网上和网下渠道之间的博弈。此时，零售商和制造商的决策之间面临更加复杂的关系。我们首先认识到，制造商绝对不应该实施高网上价格，低零售价格的策略来削弱自己的地位。同时，批发价格和制造商网上零售价格存在特定的数学关系，我们计算出的两个阀值可以帮助我们判断市场结构的走向，从而帮助制造商或者零售商进行价格决策。 （2）零售商的渠道促销努力和制造商的品牌促销努力受价格因素和敏感系数影响较大：当自身渠道的毛利润相对于另外渠道的毛利润较大时，零售商有动机与制造商一起加大促销努力来提高整体的收益；相反地，当自身渠道的毛利润相对较低时，零售商期望制造商付出更多品牌促销努力来弥补自己利润上的损失，达到新的均衡。 （3）在市场成长期，制造商和零售商的定价和促销策略不仅与博弈竞争有关，还和当时所处的市场地位和战略选择有关系。在成熟期，实际的情况将更加接近理论模型。 本研究的创新点在于引入多渠道的理念研究制造商和零售商的定价与促销策略，从而得到更加贴近市场实际情况的理论结果。
[Abstract]:Multi-Channel Retail is a new type of retail model that retail enterprises can contact with customers by integrating traditional entity management and modern electronic management. According to the actual situation of the current market, they are usually classified as the online channel and offline channel. As the supply chain is composed of multiple channels of different enterprise entities, how to deal effectively with the competition and coordination problems brought by these different sales channels poses unprecedented challenges to the managers of manufacturers and retailers. in order to effectively manage a plurality of channels, to further maximize the overall profit of the supply chain, on the one hand, The leader of the supply chain (especially the manufacturer in our research) must have a clearer understanding of the decision-making of different sales channels in each level of the supply chain and its complicated relationship with each other; on the other hand, the enterprises of each node of the supply chain should share information, Under the premise of predicting other supply chain subjects' actions, optimize their own decision-making. Therefore, the research of multi-channel competition strategy of supply chain is complicated. Only in-depth analysis of each decision can we manage multiple different channels of supply chain better. The scholars at home and abroad have carried out a lot of researches on multi-channel supply chain (Choi (2003), Rhee (2000), Chiang (2003), Yan (2008) and Liang Han (2012)), which focus on the supply chain game after introducing the channel, and put forward many games with important theoretical value and practical significance. Conclusion: But they ignore the complexity of multi-channel mixed operation in the reality. It's the case. It gave me the direction and laid a solid foundation. On the basis of the deficiency of previous researches, this paper constructs the supply of the actual situation of the modern retail market. Chain game model. In this model, we focus on the following problems: (1) In the background of multi-channel, we recognize the difference between vertical integration and decentralized decision-making, and expect to find the price of manufacturer and retailer under these two supply chain structures. The similarities and differences of decision making; (2) Because the customer's initial loyalty to each channel is different, the price (channel) sensitivity coefficient between each channel is different, and the price change of each channel will be a number of fingers including demand, price and profit. We try to grasp the link between price decision-making and promotion decision-making in this complex channel structure, what impact their changes will be, and (3) we try to study phase by numerical analysis and case study. a combination of methods that provide a viable price for manufacturers and retailers and promotion strategies. In view of the above problems, the main research of this paper The conclusions are as follows: (1) In the price strategy study of the manufacturer's centralized control, we find that in the case of vertical alignment, because there is no At the wholesale price of the retailer, the competition between the two channels is mainly reflected in the sensitivity of the channel price and the customer's loyalty to each channel, and the cost is an important factor. Influence to the manufacturer's channel selection. We further analyzed the manufacturer's two network channels and retailers in the manufacturer-led two-tier supply chain Game between channels and channels. At this point, retailers and manufacturers' decision-making We first realize that manufacturers should never implement high online prices, low retail prices, At the same time, at the same time, at the same time, at the same time, at the same time, at the same time, at the same time, at the same time, at the same time, there is a specific mathematical relationship between wholesale price and retail price of the manufacturer. The two thresholds we calculate can help us to judge the orientation of the market structure, thus helping the manufacturer Or retailers make price decisions. (2) Retailer channel promotion efforts and manufacturer's brand promotion efforts are influenced by price factors and sensitive factors: gross profit when they channel themselves When gross margins relative to other channels are large, retailers are motivated to increase sales efforts with manufacturers to increase overall earnings; instead, retailers expect manufacturers to pay more brand promotion efforts to make up for themselves when the gross margins of their channels are relatively low (3) The pricing and promotion strategies of manufacturers and retailers are not only relevant to the game competition, but also There was a relationship between the market position and the strategic choice at that time. In the mature period, the actual situation will be closer to the theoretical model. The innovation point of this study is to introduce multi-channel idea to study the pricing and promotion strategies of manufacturers and retailers
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F724.2
本文编号：2267449
[Abstract]:Multi-Channel Retail is a new type of retail model that retail enterprises can contact with customers by integrating traditional entity management and modern electronic management. According to the actual situation of the current market, they are usually classified as the online channel and offline channel. As the supply chain is composed of multiple channels of different enterprise entities, how to deal effectively with the competition and coordination problems brought by these different sales channels poses unprecedented challenges to the managers of manufacturers and retailers. in order to effectively manage a plurality of channels, to further maximize the overall profit of the supply chain, on the one hand, The leader of the supply chain (especially the manufacturer in our research) must have a clearer understanding of the decision-making of different sales channels in each level of the supply chain and its complicated relationship with each other; on the other hand, the enterprises of each node of the supply chain should share information, Under the premise of predicting other supply chain subjects' actions, optimize their own decision-making. Therefore, the research of multi-channel competition strategy of supply chain is complicated. Only in-depth analysis of each decision can we manage multiple different channels of supply chain better. The scholars at home and abroad have carried out a lot of researches on multi-channel supply chain (Choi (2003), Rhee (2000), Chiang (2003), Yan (2008) and Liang Han (2012)), which focus on the supply chain game after introducing the channel, and put forward many games with important theoretical value and practical significance. Conclusion: But they ignore the complexity of multi-channel mixed operation in the reality. It's the case. It gave me the direction and laid a solid foundation. On the basis of the deficiency of previous researches, this paper constructs the supply of the actual situation of the modern retail market. Chain game model. In this model, we focus on the following problems: (1) In the background of multi-channel, we recognize the difference between vertical integration and decentralized decision-making, and expect to find the price of manufacturer and retailer under these two supply chain structures. The similarities and differences of decision making; (2) Because the customer's initial loyalty to each channel is different, the price (channel) sensitivity coefficient between each channel is different, and the price change of each channel will be a number of fingers including demand, price and profit. We try to grasp the link between price decision-making and promotion decision-making in this complex channel structure, what impact their changes will be, and (3) we try to study phase by numerical analysis and case study. a combination of methods that provide a viable price for manufacturers and retailers and promotion strategies. In view of the above problems, the main research of this paper The conclusions are as follows: (1) In the price strategy study of the manufacturer's centralized control, we find that in the case of vertical alignment, because there is no At the wholesale price of the retailer, the competition between the two channels is mainly reflected in the sensitivity of the channel price and the customer's loyalty to each channel, and the cost is an important factor. Influence to the manufacturer's channel selection. We further analyzed the manufacturer's two network channels and retailers in the manufacturer-led two-tier supply chain Game between channels and channels. At this point, retailers and manufacturers' decision-making We first realize that manufacturers should never implement high online prices, low retail prices, At the same time, at the same time, at the same time, at the same time, at the same time, at the same time, at the same time, at the same time, at the same time, there is a specific mathematical relationship between wholesale price and retail price of the manufacturer. The two thresholds we calculate can help us to judge the orientation of the market structure, thus helping the manufacturer Or retailers make price decisions. (2) Retailer channel promotion efforts and manufacturer's brand promotion efforts are influenced by price factors and sensitive factors: gross profit when they channel themselves When gross margins relative to other channels are large, retailers are motivated to increase sales efforts with manufacturers to increase overall earnings; instead, retailers expect manufacturers to pay more brand promotion efforts to make up for themselves when the gross margins of their channels are relatively low (3) The pricing and promotion strategies of manufacturers and retailers are not only relevant to the game competition, but also There was a relationship between the market position and the strategic choice at that time. In the mature period, the actual situation will be closer to the theoretical model. The innovation point of this study is to introduce multi-channel idea to study the pricing and promotion strategies of manufacturers and retailers
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F724.2
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