基于消费者退货的双渠道供应链最优策略研究

发布时间：2018-02-26 23:35

本文关键词： 双渠道供应链消费者退货质量差异化定价策略渠道策略博弈论　出处：《南京理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着电子商务的快速发展,越来越多的制造商采取双渠道模式进行销售,如联想、海尔等都在传统分销渠道的基础上开辟网络直销渠道。然而,很多企业并没有从双渠道中获得更多的利润,而造成这一结果的重要原因之一就是直销渠道过高的退货率以及退货产生的高额成本。基于此,本文研究存在消费者退货时,直销分销并存的双渠道供应链的最优运营策略,分析消费者退货以及消费者对直销渠道的接受程度对制造商和零售商均衡决策以及渠道策略的影响。本文就一条由一个制造商和一个零售商组成的供应链构建动态规划和动态博弈模型,基于消费者退货,首先建立消费者更偏好零售渠道情况下的模型,通过比较制造商和零售商在单双渠道模式下质量、定价等均衡决策和利润,分析制造商和零售商的最优定价和渠道策略。在该模型基础上,考虑一种可替代模型,即消费者更偏好直销渠道的情况。最后拓展到两个渠道销售不同质量的产品的情况,研究制造商和零售商的最优定价和渠道策略。三个模型中我们重点关注消费者退货率、消费者对直销渠道的接受程度和消费者旅行成本对供应链成员均衡定价和渠道策略的影响。通过研究得出以下结论:(1)当消费者偏好零售渠道时,在不存在消费者旅行成本的情况下,当存在消费者退货时,不能始终找到关于消费者对直销渠道接受程度的"帕累托"区间。当存在消费者旅行成本时,在一定条件下,双渠道模式下直销渠道产生实际的需求,而且批发价格高于单零售渠道模式下的批发价格。(2)当消费者更偏好于直销渠道时,产生了不同于消费者偏好零售渠道的渠道模式,即单直销渠道模式,而不存在单零售渠道模式。研究结果表明,当存在消费者退货时,制造商的渠道策略与消费者退货率、消费者对直销渠道的接受程度和直销渠道的销售成本有关。当消费者退货率、消费者对直销渠道的接受程度足够高,直销渠道的销售成本足够小时,制造商更偏好于单直销模式;否则,制造商更偏好双渠道模式。另外,对于零售商来说,始终偏好于双渠道模式,尽管零售商利润只占供应链总利润很小的一部分。(3)制造商可以通过采取产品差异化的策略来消除消费者退货率以及消费者对直销渠道的接受程度对制造商和零售商的影响。研究结果表明,在一定条件下,产品差异化不仅对制造商有利,零售商也能从产品差异化策略中获益,因此产品差异化可以提高供应链运作效率。以上研究对供应链成员企业的运营和营销管理提供了决策参考,如企业的产品质量水平的选择、渠道的定价决策以及渠道模式的选择,企业可以采取措施降低消费者退货率和提高消费者对渠道的偏好、采取产品差异化策略等。
[Abstract]:With the rapid development of electronic commerce, more and more manufacturers adopt the dual channel mode to sell, such as Lenovo, Haier, etc. Many enterprises do not get more profit from the two channels, and one of the important reasons for this result is the high return rate and the high cost of return in direct selling channels. The optimal operation strategy of the double-channel supply chain with the coexistence of direct selling and distribution, This paper analyzes the influence of consumers' return of goods and consumers' acceptance of direct selling channels on the equilibrium decision and channel strategy of manufacturers and retailers. This paper constructs a supply chain composed of one manufacturer and one retailer. State programming and dynamic game model, Based on the return of goods, first of all, the model of consumers' preference for retail channels is established. By comparing the quality and pricing decisions and profits of manufacturers and retailers in single and double channel mode, This paper analyzes the optimal pricing and channel strategy of manufacturers and retailers. On the basis of this model, an alternative model is considered, that is, consumers prefer direct selling channels. We study the optimal pricing and channel strategy of manufacturers and retailers. In the three models, we focus on the return rate of consumers. The influence of consumers' acceptance of direct marketing channels and consumer travel costs on equilibrium pricing and channel strategies of supply chain members. The following conclusions are drawn: 1) when consumers prefer retail channels, In the absence of consumer travel costs, when there is a consumer return, a "Pareto" range on the consumer's acceptance of direct marketing channels cannot always be found. When there is a consumer travel cost, under certain conditions, When consumers prefer direct marketing channels, there is a different channel mode, which is different from consumers' preference for retail channels, and the wholesale price is higher than the wholesale price in single retail channel mode, when consumers prefer direct marketing channels, there is a different channel mode, which is different from consumers' preference for retail channels. The results show that, when there is a consumer return, the manufacturer's channel strategy and consumer return rate, The degree of acceptance of direct marketing channels by consumers is related to the sales costs of direct marketing channels. When the return rate of consumers and the acceptance of direct marketing channels by consumers are high enough, the sales costs of direct marketing channels are sufficient for hours. Manufacturers prefer the single direct selling mode; otherwise, the manufacturer prefers the dual channel mode. In addition, for retailers, they always prefer the dual channel mode. Although retailer profits account for only a small part of the total profit in the supply chain, manufacturers can eliminate the return rate of consumers and their acceptance of direct selling channels to manufacturers and retailers by adopting product differentiation strategies. The effect of quotient. Under certain conditions, product differentiation not only benefits the manufacturer, but also the retailer can benefit from the product differentiation strategy. Therefore, product differentiation can improve the efficiency of supply chain operation. The above research provides a decision reference for the operation and marketing management of supply chain member enterprises, such as the choice of product quality level. With the decision of pricing and the choice of channel mode, enterprises can take measures to reduce the rate of return of goods to consumers, to increase consumers' preference for channels, and to adopt product differentiation strategies.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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