双渠道供应链中服务与定价策略研究

发布时间：2019-04-19 06:12

【摘要】：由于互联网等相关科学技术的飞速发展,电子商务销售模式为越来越多的企业所应用。在电子商务营销具有很多优势,如销售商通过网站等平台与顾客进行交流并销售产品,可以省去场地租用费,并且由于销售人员可以通过网站同时为众多顾客提供服务,因此人员方面的销售成本大幅下降。传统销售渠道也有自身的优势。例如,顾客可以实际接触到商品,使消费者对商品能有更加真实的认识;再如,传统渠道零售商通过优化购物环境,配备更加优秀销售人员,使消费者感受到从网络渠道购买商品完全不同的购物体验。因此,传统渠道与网络渠道共存,从而达到优势互补的供应链模式应运而生。对于双渠道销售系统,一方面,网络渠道与传统销售渠道各自具有完全不同的特点;另一方面,双渠道通常是由相互独立的制造商与零售商分别控制其中一条销售渠道,在该系统中存在激烈的利益冲突。如何选择供应链库存管理策略以使渠道冲突最小收益达到最高是我们所要解决的一个现实问题。此外,由于竞争程度的增加,服务水平也成为商家可以利用的重要手段。本文对存在一位制造商和一位零售商分别控制网络渠道及传统销售渠道的双渠道销售系统的定价策略及服务水平策略这一问题进行研究,并构建了以制造商、零售商的收益为目标函数的数学模型,并针对不同情形进行分析。研究分析所得出的相关结论与市场竞争当中的实际管理行为吻合。本文的主要研究工作罗列如下:1、针对双渠道供应链管理的国内外研究现状进行概括总结,对现有研究成果所存在的不足进行说明,指出可以进行深入研究的方面。2、按照三种商品库存管理策略,及两种博弈情形,划分为五个子模型,分别进行求解分析,通过算例进行模拟。结果显示,共享收益的分散式库存策略优于不共享收益的分散式库存策略。3、对不同模式下的定价策略与服务水平策略之间的关系进行分析,研究指出不论是网络渠道还是传统销售渠道,商品销售价格与服务水平的高低存在正相关关系。4、通过研究可以知道,当制造商和零售商在不同销售渠道进行合作时,该双渠道系统所获得的整体收益将会大于两者不合作时的收益。目前,双渠道供应链的参与者多数均为相互竞争的关系。因此,本文所得出的研究结论对于销售商在制定策略应对市场竞争时有一定的指导价值。最后,我们指出了本文研究的不足之处以及未来可以进行深入研究的方面。
[Abstract]:Due to the rapid development of Internet and other related science and technology, e-commerce sales model has been applied by more and more enterprises. There are many advantages in e-commerce marketing, such as communicating and selling products with customers through platforms such as websites, which can save space rental fees, and because salespeople can serve a large number of customers at the same time through the website. As a result, sales costs for personnel have fallen sharply. Traditional sales channels also have their own advantages. For example, customers can actually access the goods, so that consumers can have a more realistic understanding of the goods; For example, by optimizing the shopping environment and providing better sales staff, traditional channel retailers can make consumers feel a completely different shopping experience from online channels. Therefore, the traditional channel and network channel coexist, so as to achieve complementary advantages of the supply chain model came into being. For the dual-channel sales system, on the one hand, the network channel and the traditional sales channel have completely different characteristics; On the other hand, dual channels are usually controlled by independent manufacturers and retailers, and there is a fierce conflict of interest in the system. How to choose the supply chain inventory management strategy to maximize the minimum revenue of channel conflict is a practical problem that we need to solve. In addition, due to the increased level of competition, the level of service has become an important means for businesses to use. This paper studies the pricing strategy and service level strategy of a dual-channel sales system in which a manufacturer and a retailer control the network channel and the traditional sales channel, respectively. The profit of retailer is a mathematical model of objective function, and it is analyzed according to different cases. The relevant conclusions obtained by the research and analysis are consistent with the actual management behavior in the market competition. The main research work of this paper is listed as follows: 1. Summarize the domestic and foreign research status of dual-channel supply chain management, explain the shortcomings of the existing research results, and point out the aspects that can be studied in depth. 2, According to three commodity inventory management strategies and two game situations, five sub-models are divided into five sub-models, which are solved and analyzed respectively, and simulated by an example. The results show that the decentralized inventory strategy with shared revenue is superior to the decentralized inventory strategy with no shared revenue. 3, the relationship between pricing strategy and service level strategy under different modes is analyzed. The study points out that there is a positive correlation between the sales price of goods and the level of service, whether it is the network channel or the traditional sales channel. 4. Through the study, we can know that when manufacturers and retailers cooperate with each other in different sales channels, The overall benefits of the dual-channel system will be greater than if the two systems do not cooperate. At present, most of the participants in dual-channel supply chain are competing with each other. Therefore, the conclusions obtained in this paper have certain guiding value for sellers to formulate strategies to cope with market competition. Finally, we point out the shortcomings of this study and the aspects that can be further studied in the future.
【学位授予单位】：西安电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274

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