替代性产品制造商分销渠道选择与竞争策略

发布时间：2018-01-13 19:09

本文关键词：替代性产品制造商分销渠道选择与竞争策略　出处：《渤海大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着电子商务和物流行业的快速发展,网上购物成为了一种主流的消费方式,越来越多的制造商开通网络直销渠道吸引网上购物的消费群体。本文主要研究两个制造商分销替代性产品的最优渠道组合策略,并且分析替代性产品偏爱率和联合替代率对制造商选择分销渠道的影响。两个制造商均可以通过以下三种方式销售替代性产品,即自有的网络直销渠道、共同的实体零售渠道、或网络渠道和零售渠道组合的双渠道,并且根据这3种产品渠道方式构成9种产品分销渠道组合策略。本文构建一个考虑产品的初始市场规模和联合替代率这两种影响因素的效用函数,这里联合替代率是指两种替代性产品的产品替代率和网络渠道与实体渠道的渠道替代率共同构成的替代率。并得到9种渠道策略组合的通用需求函数,定义了替代性产品偏爱率的概念,这9种组合策略均使用斯塔尔博格博弈进行求解。分析了两个制造商最优的产品分销渠道组合策略,以及联合替代率和替代性产品偏爱率对制造商选择产品分销渠道的影响。本文通过数据分析和虚拟仿真可以从制造商渠道选择和制造商之间竞争两个方面得到了四个结论。从两种渠道之间竞争角度可知:第一,当联合替代率小于一个特定阀值时,制造商越倾向在零售渠道基础上增加网络直销渠道;第二,当联合替代率大于一个特定阀值时,制造商越倾向采取双渠道。从两条供应链之间竞争角度可知:第一,当联合替代率趋近于0时,对称双渠道达到均衡;第二,当联合替代率趋近于1时,非对称双渠道和网络直销渠道达到均衡,并且选择网络直销策略的制造商利润优于选择双渠道策略的制造商。研究结果为不同品牌的替代性产品制造商分销渠道选择和市场竞争战略提供理论价值与实践指导方针。
[Abstract]:With the rapid development of e-commerce and logistics industry, online shopping has become a mainstream consumption mode. More and more manufacturers open online direct marketing channels to attract online shopping groups. This paper mainly studies the optimal channel combination strategy for two manufacturers to distribute alternative products. It also analyzes the influence of alternative product preference rate and combined substitution rate on manufacturers' choice of distribution channels. Both manufacturers can sell alternative products through the following three ways, that is, their own network direct marketing channels. A common physical retail channel, or a combination of network channels and retail channels. And according to the three product channels constitute 9 product distribution channel combination strategy. This paper constructs a utility function which considers the initial market size of the product and the combined substitution rate. The joint substitution rate refers to the substitution rate of the two kinds of alternative products and the substitution rate of the network channel and the physical channel, and obtains the common demand function of the combination of nine channel strategies. The concept of alternative product preference rate is defined and the nine combination strategies are solved by Stallberg game. The optimal product distribution channel combination strategy of two manufacturers is analyzed. The influence of joint substitution rate and alternative product preference rate on manufacturer's choice of product distribution channel can be obtained from two aspects: manufacturer channel selection and manufacturer competition through data analysis and virtual simulation. Four conclusions. From the angle of competition between the two channels, we can know:. Number one. When the joint substitution rate is less than a specific threshold, manufacturers tend to increase the network direct marketing channel on the basis of retail channel. Second, when the joint substitution rate is greater than a specific threshold, manufacturers are more inclined to adopt dual channels. From the point of view of competition between the two supply chains, first, when the joint substitution rate approaches 0:00. Symmetrical double channels reach equilibrium; Second, when the joint substitution rate approaches 1:00, asymmetric double-channel and network direct marketing channel reach equilibrium. The results provide theoretical value and practice for the choice of distribution channel and market competition strategy of alternative product manufacturers of different brands. Guidelines
【学位授予单位】：渤海大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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