基于营销努力的双渠道供应链批发价格制定模式选择

发布时间：2018-05-08 02:05

本文选题：双渠道供应链 + 批发价格制定　；参考：《中国流通经济》2017年04期

【摘要】：目前,双渠道供应链批发价格的制定主要包括制造商单独制定、以零售商零售价格为基准制定、以制造商直销价格为基准制定三种模式。基于双渠道供应链博弈模型,探讨各批发价格制定模式下渠道成员营销努力对渠道最优定价的影响发现,销售渠道营销投入对渠道定价有影响。在制造商单独制定批发价格和以零售商零售价格为基准制定批发价格模式下,制造商和零售商营销努力的增加会提高直销价格和零售价格;在以制造商直销价格为基准制定批发价格模式下,制造商营销努力的增加同样会提高直销价格和零售价格,但零售商营销努力对渠道定价的影响在零售渠道营销投入较高时是双向的,即对零售渠道定价有正向作用,对网络渠道定价有负向作用。三种批发价格制定模式下,营销努力对对方渠道定价和自身渠道定价的影响程度取决于消费者渠道偏好与当前自身营销努力程度,当消费者网络(零售)渠道偏好度和制造商(零售商)当前营销努力程度均较低时,制造商(零售商)营销努力对零售(网络)渠道销售价格的影响大于对网络(零售)渠道销售价格的影响。算例分析表明,网络渠道市场份额和渠道成员营销努力对渠道成员利润和供应链利润有重要影响;零售价格是否可被观测对零售商利润对比结果影响不明显,对制造商利润和供应链利润对比结果影响较明显;批发价格制定模式选择要视网络渠道市场份额和渠道成员营销努力大小及零售价格是否可被观测而定。
[Abstract]:At present, the establishment of wholesale price of double channel supply chain mainly includes three models: the manufacturer alone, the retail price as the benchmark, and the manufacturer's direct selling price as the benchmark. Based on the two-channel supply chain game model, this paper discusses the influence of channel members' marketing efforts on channel optimal pricing under the model of wholesale price formulation. It is found that the marketing input of sales channel has an impact on channel pricing. When manufacturers set wholesale prices alone and retailers set wholesale prices based on retail prices, the increase of marketing efforts of manufacturers and retailers will increase direct selling prices and retail prices; Under the wholesale price model based on the manufacturer's direct selling price, the increase of the manufacturer's marketing efforts will also increase the direct selling price and the retail price. However, the impact of retailers' marketing efforts on channel pricing is two-way when the retail channel marketing investment is high, that is, it has a positive effect on retail channel pricing and a negative effect on network channel pricing. Under the three wholesale pricing models, the influence of marketing efforts on the other side's channel pricing and their own channel pricing depends on the consumers' channel preference and current marketing efforts. When the consumer network (retail) channel preference and manufacturers (retailers) current marketing efforts are low, The influence of manufacturer (retailer) marketing efforts on the retail (online) channel sales price is greater than on the online (retail) channel sales price. The analysis of examples shows that the market share of network channel and the marketing efforts of channel members have an important influence on the profit of channel members and the profit of supply chain, and whether the retail price can be observed has no obvious effect on the results of retailer profit comparison. The choice of wholesale price model depends on the market share of network channel, the marketing effort of channel members and the retail price.
【作者单位】：辽宁工程技术大学营销管理学院;
【基金】：国家自然科学基金面上项目“农村市场渠道管理效率研究——基于三方博弈的角度”(71172218) 高等学校博士学科点专项科研基金项目“城市化进程中农民市民消费特征和模式研究——基于心理和行为角度”(20122121110005)
【分类号】：F274

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