零售商双渠道定价与服务策略研究

发布时间：2018-10-29 23:07

【摘要】：互联网行业快速发展,电子支付安全得到保障,物流配送水平越来越高,促使网络购物成为了家常便饭,这也激发了零售商行业开始从传统线下渠道向线上渠道扩张。线上渠道丰富了零售行业的销售方式,其成本低、传播快、灵活性强的特性为零售商谋取高利益。线上渠道也存在着一些问题如配送服务不均衡,网络的风险等,同时零售商在开辟线上渠道后必然会掠夺一部分线下的消费者市场。两条渠道之间是竞争的关系也可能是协调的关系,其中价格策略、服务策略该如何制定,是值得研究的问题。本文假设的是一个线下零售商欲开辟线上渠道的情形。首先将线上配送时间作为线上服务的因素,同时结合价格因素和消费者对线上渠道的接受程度因素,研究零售商在哪些条件下开辟双渠道,在哪些条件下仅保留线下渠道,在哪些条件下仅开辟线上渠道以及相应情形下的价格策略。分别讨论了配送成本与时间呈线性关系以及分段线性关系时,零售商的市场开辟策略以及价格策略。其次,在零售商开辟双渠道的情形下,研究线上线下相同价格时该如何制定最优的价格策略和服务策略。然后分别考虑了仅有线下渠道竞争和线上渠道竞争的情形,假设零售商在市场竞争中占主导地位,竞争者为跟随者,采用Stackelberg博弈理论,分别讨论零售商采用同价模式与对手竞争时该如何制定策略。分别给出了两种竞争下最优的价格和服务策略,分析服务水平的调整对自身和对手在价格策略和需求上的影响。最后利用算例验证了结论,并对理论分析难以给出结果的收益进行了分析,验证了价格策略、服务水平对收益的影响,分析了当线上线下市场消费者发生转移时,不同的转移程度对总收益的影响。
[Abstract]:With the rapid development of the Internet industry, the security of electronic payment is guaranteed, and the level of logistics distribution is getting higher and higher, which makes online shopping become a common practice, which also motivates the retailers industry to start expanding from traditional offline channels to online channels. The online channel enriches the retail sales mode, and its characteristics of low cost, fast spread and strong flexibility seek high profits for retailers. There are also some problems in online channels, such as the imbalance of distribution services, the risks of the network and so on. At the same time, retailers are bound to plunder a part of the offline consumer market after opening up online channels. The relationship between the two channels is also the relationship between competition and coordination, among which price strategy and service strategy should be formulated, which is worth studying. This article assumes that an off-line retailer wants to open up online channels. First of all, the online distribution time is taken as the online service factor, at the same time, combining with the price factor and the consumer's acceptance degree factor of the online channel, this paper studies the conditions under which retailers open up the double channel, and under which conditions only the offline channel is retained. In what conditions only to open up online channels and the corresponding price strategy. When the distribution cost and time are linear and piecewise linear, the market opening strategy and price strategy of retailers are discussed respectively. Secondly, in the case of retailers opening up two channels, how to make the best price strategy and service strategy when the online and offline prices are the same. Then consider the case of only offline channel competition and online channel competition, assuming that retailers are dominant in market competition, competitors are followers, and adopt Stackelberg game theory. This paper discusses how to make the strategy when retailers use the same price model to compete with their competitors. The optimal price and service strategy under two kinds of competition are given, and the influence of the adjustment of service level on price strategy and demand is analyzed. Finally, the conclusion is verified by an example, and the income that is difficult to give the result in the theoretical analysis is analyzed. The price strategy and the effect of service level on the income are verified, and when the consumers in the online and offline markets transfer, the paper analyzes the effect of the price strategy and the service level on the income. The influence of different degree of transfer on total income.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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