中小制造企业双渠道协调定价决策建模研究

发布时间：2018-09-18 19:23

【摘要】：中小制造企业是我国经济中最具活力的重要组成部分,但目前随着国际金融危机对实体经济影响的不断蔓延,中小制造企业面临着前所未有的困境。大量的企业经营实践表明,运用电子商务手段能够帮助中小制造企业创造更多的商业机会,同时渠道冲突的风险也在增加。如何更好地管理渠道冲突,协调好传统渠道与在线直销渠道之间的关系,成为中小制造企业开展双渠道营销必须解决的问题。本文从中小制造企业所面临的三种不同权利结构出发,采用数学模型与多主体仿真技术相结合的研究方法,结合产品购买参与程度对市场需求的影响,首先构建不同权利结构下面向双渠道协调的定价决策模型,并对参数进行敏感性分析,揭示权利结构不同和市场环境参数变化对中小制造企业双渠道营销定价策略的影响情况；接下来运用多主体仿真技术并借助StarLogo仿真平台对三种决策情境下的企业动态决策过程进行仿真模拟,进一步揭示双渠道各成员相关决策行为的变化机理和策略调整轨迹,以期为中小制造企业制定双渠道定价策略提供决策参考,帮助中小制造企业提高双渠道运营的有效性和稳定性。本文的研究表明,制造商占主导地位以及制造商与零售商权利对等时,产品购买参与程度对直销渠道产品价格存在负向影响,但对传统渠道产品价格存在正向影响；制造商占非主导地位时,产品购买参与程度仍然对传统渠道产品价格存在正向影响,但直销渠道产品定价同时受产品购买参与程度与价格折扣的影响,并且此种情境下的双渠道运营能够让渠道双方成员获得最优收益。
[Abstract]:Small and medium-sized manufacturing enterprises (SMEs) are the most dynamic and important part of our economy. However, with the continuous spread of the impact of the international financial crisis on the real economy, small and medium-sized manufacturing enterprises are facing unprecedented difficulties. A large number of business practices show that the use of e-commerce means can help small and medium-sized manufacturing enterprises to create more business opportunities, while the risk of channel conflict is also increasing. How to better manage channel conflicts and coordinate the relationship between traditional channels and online direct marketing channels has become the problem that small and medium-sized manufacturing enterprises must solve to carry out double-channel marketing. Starting from three different rights structures faced by small and medium-sized manufacturing enterprises, this paper adopts the research method of combining mathematical model with multi-agent simulation technology, and combines the influence of product purchase participation degree on market demand. Firstly, the pricing decision model is constructed, which is coordinated to two channels under different rights structure, and the sensitivity of the parameters is analyzed to reveal the influence of the different rights structure and the change of market environment parameters on the double-channel marketing pricing strategy of small and medium-sized manufacturing enterprises. Then using multi-agent simulation technology and StarLogo simulation platform to simulate the enterprise dynamic decision-making process in three kinds of decision-making situations to further reveal the change mechanism and strategy adjustment track of the decision-making behavior of each member of the two channels. The purpose of this paper is to provide a decision reference for small and medium-sized manufacturing enterprises to formulate double-channel pricing strategy, and to help small and medium-sized manufacturing enterprises to improve the effectiveness and stability of double-channel operation. The research in this paper shows that when manufacturers are dominant and the rights of manufacturers and retailers are equal, the degree of product purchase participation has a negative effect on the prices of direct selling channel products, but has a positive impact on the prices of traditional channel products. When the manufacturer occupies a non-dominant position, the degree of product purchase participation still has a positive impact on the price of traditional channel products, but the direct selling channel product pricing is affected by the degree of product purchase participation and the price discount simultaneously. And the dual channel operation in this situation can make the members of the channel obtain the best income.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F406

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