零售商公平关切下双渠道供应链定价策略研究

发布时间：2019-01-25 19:06

【摘要】：随着计算机技术、第三方物流和电子商务的迅速发展,越来越多的企业在保留传统零售渠道的同时,开辟网络直销渠道,形成双渠道供应链模式。新的供应链结构对理论界和实业界均提出了挑战,在双渠道供应链模式下,渠道冲突不可避免,而定价是引发渠道冲突的关键因素,因此供应链定价问题成为学者们研究的热点。然而,目前学者们的研究都是在供应链成员完全理性的假设基础上进行的。现实中,由于受到公平关切行为倾向的驱使,决策者往往难以做到完全理性,因此本文在零售商具有公平关切行为倾向下探讨双渠道供应链的定价策略。首先,本文对研究双渠道供应链的国内外文献进行梳理,在此基础上,结合行为经济学的最新研究成果,将零售商的公平关切行为倾向引入到双渠道供应链中,从而形成本文的选题。其次,本文在制造商考虑零售商公平关切时建立双渠道定价模型,针对批发价格内生及批发价格外生两种不同情形,计算出双渠道供应链的均衡策略,并与公平中性时双渠道供应链的均衡策略进行对比,从而得出此时零售商公平关切行为倾向对渠道价格、渠道销量及供应链成员利润的影响。再者,本文在制造商不考虑零售商公平关切时建立双渠道定价模型,针对批发价格内生及批发价格外生两种不同情形,运算得出双渠道供应链的均衡策略,并与公平中性时双渠道供应链的均衡策略进行对比,从而得出此时零售商公平关切行为倾向对渠道价格、渠道销量及供应链成员利润的影响。进一步地,比较分析了公平中性时、制造商考虑零售商公平关切时及制造商不考虑零售商公平关切时双渠道供应链的均衡策略。最后,运用Matlab软件进行数值仿真,从而验证所得结论,并将所建模型应用到实际案例中进行分析。此外,指出了本文研究的局限性和未来的研究方向。
[Abstract]:With the rapid development of computer technology, third party logistics and electronic commerce, more and more enterprises open up network direct selling channels while retaining traditional retail channels, and form the mode of supply chain with two channels. The new supply chain structure poses a challenge to both theoretical and business circles. Under the mode of two-channel supply chain, channel conflict is inevitable, and pricing is the key factor that leads to channel conflict. Therefore, supply chain pricing has become a hot topic for scholars. However, the current research is based on the assumption that supply chain members are completely rational. In reality, driven by the tendency of fair concern behavior, it is difficult for decision-makers to be completely rational, so this paper discusses the pricing strategy of two-channel supply chain under the tendency of retailers' fair concern behavior. First of all, this paper combs the domestic and foreign literature on the research of double-channel supply chain. On this basis, combined with the latest research results of behavioral economics, the retailer's tendency of fair concern behavior is introduced into the dual-channel supply chain. In order to form the topic of this article. Secondly, this paper establishes a dual-channel pricing model when manufacturers consider retailers' fair concerns, and calculates the equilibrium strategy of double-channel supply chain according to the endogenous and exogenous situations of wholesale price. Compared with the equilibrium strategy of two-channel supply chain under fair and neutral condition, the influence of retailer's tendency of fair concern behavior on channel price, channel sales volume and the profit of supply chain member is obtained. Furthermore, this paper establishes a dual-channel pricing model when manufacturers do not consider the retailer's fair concerns. According to the two different situations of wholesale price endogenous and wholesale price exogenous, this paper calculates the equilibrium strategy of double-channel supply chain. Compared with the equilibrium strategy of two-channel supply chain under fair and neutral condition, the influence of retailer's tendency of fair concern behavior on channel price, channel sales volume and the profit of supply chain member is obtained. Furthermore, the equilibrium strategies of the two-channel supply chain are compared and analyzed when the manufacturer considers the retailer's fair concern and the manufacturer does not consider the retailer's fair concern. Finally, the numerical simulation is carried out by using Matlab software to verify the conclusions, and the model is applied to the actual case analysis. In addition, the limitations of this study and the future research direction are pointed out.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274

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