基于Stackelberg博弈模型的分销渠道定价策略研究
发布时间：2018-10-30 16:34
【摘要】：随着网络与经济全球化的快速发展,市场竞争越趋激烈。企业为了追求自身利润最大化,常常会引起不同企业之间利益的冲突：下游零售商为了减少库存,会要求上游供应商以较小的批量进行供货,这种方式虽然可以降低零售商的存货成本S{导致供应商存货成本、运输费用以及订单处理成本的上升。上游供应商为了减少库存,会要求下游零售商增大订货批量,增加的量又会引起零售商存货成本的上升,这样,供应商与零售商各自追求利润最大化的过程会引起双方利益上的矛盾冲突。本研究在一个二级分销渠道中,提出的两段及三段定价法可提供供应商一个比较实用的定价策略去整合不同的零售商作为参考。 本文基于Stackelberg博弈(供应商为领导者,零售商为追随者)构建定价模型探讨定价策略对二级分销渠道的影响,以单一价格制为基础,探讨两段定价法与三段定价法对供应商和零售商的影响,供应商首先制定产品的价格,零售商依据产品的价格信息,制定最优的需求量来最大化自身利润。 本文研究的二级分销渠道的结构为一个供应商提供一种产品给多个异质零售商,且各零售商之间相互独立,各自拥有自己的独占区域,各零售商之间没有产品转卖及竞争行为。由于各零售商独占的区域市场规模与价格弹性都不相同,因此不同的区域中产品的需求量与消费者的购买价格亦不相同。零售商采用经济订货量(EOQ)存货策略决定订货周期与订货量。供应商依据各零售商的需求量向上游生产厂商采用逐批订购法(Lot-for-Lot)订购,因此供应商的成本包括处理零售商订单所产生的订单处理成本与产品的派送成本。 通过数值仿真,本文得到的结论为供应商采用两段定价法时的利润高于单一价格制时的利润；供应商采用三段定价法时的利润高于两段定价法的利润；两段定价法不一定始终对零售商有利,零售商可能因为无法有效降低两段定价法下的购买成本而导致利润下滑,这是由需求量与订货量价格区间不协调引起的。三段定价法下,零售商选择第一个订货量区间的利润与两段定价法的利润相同,选择第二个订货量区间的零售商会因为较低的购买成本使得利润高于选择两段定价法的利润。因此,“多了一个选择”的三段定价法对零售商是更有利的。
[Abstract]:With the rapid development of network and economic globalization, market competition is becoming more and more fierce. In order to maximize their own profits, enterprises often cause conflicts of interests between different enterprises: downstream retailers will require upstream suppliers to supply in smaller quantities in order to reduce inventory. This approach may lower the retailer's inventory cost S {resulting in higher supplier inventory costs, shipping costs, and order processing costs. In order to reduce inventory, upstream suppliers will require downstream retailers to increase the volume of their orders, which in turn will lead to an increase in the retailer's inventory cost. The process of supplier and retailer pursuing profit maximization will lead to conflict of interests. In a secondary distribution channel, the proposed two-stage and three-stage pricing method can provide a more practical pricing strategy for suppliers to integrate different retailers as a reference. Based on Stackelberg game (supplier as leader, retailer as follower), this paper constructs a pricing model to discuss the influence of pricing strategy on secondary distribution channel, based on single price system. This paper discusses the influence of two-stage pricing method and three-stage pricing method on suppliers and retailers. The supplier first sets the price of the product and the retailer determines the optimal demand according to the price information of the product to maximize their own profits. The structure of the secondary distribution channel studied in this paper is that a supplier provides a product to multiple heterogeneous retailers, and each retailer has its own exclusive region, and each retailer has no resale or competitive behavior. Because the regional market size and price elasticity of each retailer are different, the demand of products and the purchase price of consumers are different in different regions. Retailers use the (EOQ) inventory strategy to determine the order cycle and order volume. According to the demand of each retailer, suppliers order from upstream manufacturers by batch ordering method (Lot-for-Lot). Therefore, the cost of suppliers includes the order processing cost and the delivery cost of the products caused by the processing of the retailers' orders. Through numerical simulation, the conclusion is that the profit of supplier using two-stage pricing method is higher than that of single price system, the profit of supplier using three-stage pricing method is higher than that of two-stage pricing method, and the profit of supplier using three-stage pricing method is higher than that of two-stage pricing method. Two-stage pricing may not always be beneficial to retailers, and retailers may be unable to effectively reduce the purchase costs under the two-stage pricing method and lead to a decline in profits, which is caused by the incongruity between demand and the price range of the order. Under the three-stage pricing method, the retailer chooses the profit of the first order range and the profit of the two-section pricing method, and the retailer choosing the second order volume range makes the profit higher than the profit of the two-stage pricing method because of the lower purchase cost. Therefore, the "one more option" three-paragraph pricing method is more beneficial to retailers.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F224;F274
[Abstract]:With the rapid development of network and economic globalization, market competition is becoming more and more fierce. In order to maximize their own profits, enterprises often cause conflicts of interests between different enterprises: downstream retailers will require upstream suppliers to supply in smaller quantities in order to reduce inventory. This approach may lower the retailer's inventory cost S {resulting in higher supplier inventory costs, shipping costs, and order processing costs. In order to reduce inventory, upstream suppliers will require downstream retailers to increase the volume of their orders, which in turn will lead to an increase in the retailer's inventory cost. The process of supplier and retailer pursuing profit maximization will lead to conflict of interests. In a secondary distribution channel, the proposed two-stage and three-stage pricing method can provide a more practical pricing strategy for suppliers to integrate different retailers as a reference. Based on Stackelberg game (supplier as leader, retailer as follower), this paper constructs a pricing model to discuss the influence of pricing strategy on secondary distribution channel, based on single price system. This paper discusses the influence of two-stage pricing method and three-stage pricing method on suppliers and retailers. The supplier first sets the price of the product and the retailer determines the optimal demand according to the price information of the product to maximize their own profits. The structure of the secondary distribution channel studied in this paper is that a supplier provides a product to multiple heterogeneous retailers, and each retailer has its own exclusive region, and each retailer has no resale or competitive behavior. Because the regional market size and price elasticity of each retailer are different, the demand of products and the purchase price of consumers are different in different regions. Retailers use the (EOQ) inventory strategy to determine the order cycle and order volume. According to the demand of each retailer, suppliers order from upstream manufacturers by batch ordering method (Lot-for-Lot). Therefore, the cost of suppliers includes the order processing cost and the delivery cost of the products caused by the processing of the retailers' orders. Through numerical simulation, the conclusion is that the profit of supplier using two-stage pricing method is higher than that of single price system, the profit of supplier using three-stage pricing method is higher than that of two-stage pricing method, and the profit of supplier using three-stage pricing method is higher than that of two-stage pricing method. Two-stage pricing may not always be beneficial to retailers, and retailers may be unable to effectively reduce the purchase costs under the two-stage pricing method and lead to a decline in profits, which is caused by the incongruity between demand and the price range of the order. Under the three-stage pricing method, the retailer chooses the profit of the first order range and the profit of the two-section pricing method, and the retailer choosing the second order volume range makes the profit higher than the profit of the two-stage pricing method because of the lower purchase cost. Therefore, the "one more option" three-paragraph pricing method is more beneficial to retailers.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F224;F274
【参考文献】
相关期刊论文 前10条
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2 周Z逆，
本文编号：2300546
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