汽车供应链的返利契约研究

发布时间：2019-02-14 17:10

【摘要】：随着我国汽车工业的飞速发展,汽车4S店的数量和规模都有巨大的发展。4S店的主要业务是汽车销售及售后服务,其中汽车销售的利润除了毛利更大比例来自汽车厂商给予的返利,因此整车经销的季末和年末期普遍存在“冲量”现象。本文首先对汽车供应链进行了详细的调查分析,梳理了整车、零部件的流通模式,并总结了汽车销售市场的特点,汽车需求具有很大的弹性,所以采用返利契约能够有效激励零售商努力销售,提高汽车销量；零售商年末的“冲量”行为究其根本,是因为汽车供应链采用返利契约,以及汽车的价格需求弹性。然后,重点研究了汽车供应链中的返利契约。建立整车销售返利契约模型,对比报童模型和返利契约。通过实证研究,分析了返利契约中返利点的设定对供应链利润及零售商利润的影响,以及返利契约参数的设定,实证研究的结论可以为主机厂制定返利契约提供参考。接下来进一步考虑汽车零部件的需求依赖于整车销售,本文创新性地将零部件销售与传统返利契约结合。结合零部件销售的返利契约不仅提高汽车供应链利润,同时提高了整车最优订货量,而整车销量的提高,又会促进零部件的销售。通过数值分析得出,零部件销售量能放大返利契约的效率,销售比例越大,对返利契约效率的影响越大。最后,分析汽车销售中“冲量”的原因,建立了零售商“冲量”阶段的定价策略模型。并通过数值分析得出,“冲量”阶段零售商的利润受到降价幅度、市场需求和目标返利点影响。零售商应该综合这三方面因素选择“冲量”时机和降价幅度。
[Abstract]:With the rapid development of automobile industry in China, the number and scale of auto 4S stores have developed greatly. The main business of 4S stores is automobile sales and after-sales service. In addition to the profit of auto sales, a larger proportion of the gross profit comes from the rebate from the auto manufacturers, so the "impulse" phenomenon exists generally at the end of the quarter and the end of the year. Firstly, this paper makes a detailed investigation and analysis on the automobile supply chain, combs the circulation pattern of the whole vehicle and parts, and summarizes the characteristics of the automobile sales market. Therefore, the adoption of rebate contract can effectively encourage retailers to make efforts to sell and improve the sales of cars. Retailers'"impulse" behavior at the end of the year is rooted in the use of rebate contracts in the automotive supply chain and the price elasticity of the vehicle. Then, the return contract in automobile supply chain is studied. Establish the whole car sales rebate contract model, compare the newsboy model and the rebate contract. Through the empirical study, this paper analyzes the impact of the rebate point setting on the profit of the supply chain and the retailer profit, as well as the parameters of the rebate contract. The conclusion of the empirical study can provide a reference for the host company to formulate the rebate contract. Then, considering that the demand of automobile parts depends on the whole vehicle sales, this paper innovatively combines the part sales with the traditional rebate contract. The rebate contract combined with parts sales not only increases the profit of the automobile supply chain, but also increases the optimal order quantity of the whole vehicle, and the increase of the sales volume of the whole vehicle will promote the sales of the parts. Through numerical analysis, it is concluded that the sales volume of parts can amplify the efficiency of the rebate contract, and the larger the sales ratio, the greater the impact on the efficiency of the rebate contract. Finally, the paper analyzes the causes of "impulse" in automobile sales, and establishes the pricing strategy model of retailer's "impulse" stage. Through numerical analysis, it is concluded that retailer's profit is affected by price reduction, market demand and target return point in "impulse" stage. Retailers should combine these three factors to choose "impulse" timing and price reduction.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F274

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