配送延迟情境下的B2C免费送货决策研究

发布时间：2018-03-04 16:42

本文选题：B2C模式　切入点：配送延迟　出处：《北京交通大学》2017年硕士论文　论文类型：学位论文

【摘要】：近些年,互联网和移动互联网技术的不断提升,电子商务也随之飞速发展,网上购物受到越来越多的消费者青睐。作为一种有效的电商运营模式,网购不仅为消费者带去便利,也为网络零售商带来了丰厚的利润。然而,网购需求的激增也进一步刺激了电商企业之间的竞争。免运费送货作为一种物流服务优惠策略,成为网络零售商竞相采用的重要竞争手段之一,一方面,免运费送货可以拉动消费需求,进而扩大企业的市场份额和利润;但另一方面,网购订单激增易引起巨大的物流压力,配送延迟在所难免,不仅降低物流服务质量,影响消费者体验,同时影响企业信誉,造成利润损失。例如,一年一度的双十一购物狂欢节,许多网络商家会进行大规模促销活动,巨大的交易量使得订单量在短期内极度增加,严重超出物流负荷。尽管提供了全场包邮的物流优惠服务,但配送延迟引发消费者不满甚至退货的情况依旧屡见不鲜。因此,为了保证最大销售利润,网络零售商需要考虑如何在配送延迟的情境下制订有效的免运费送货策略。在这个背景下,本文将要解决以下问题:(1)配送延迟是如何影响消费者决策的?(2)配送延迟是如何通过影响消费者决策进而影响零售商销售利润的?(3)如果将配送延迟考虑到免运费送货策略中,应该如何决策最优免运费阈值?针对以上问题,本文建立了两阶段Stackelberg博弈模型,并通过求解得到使网络零售商利润最大的最优免运费阈值和商品利润率决策,同时通过算例分析了消费者相关参数、零售商配送策略相关参数及配送延迟时间对最优免费送货阈值、最优商品利润率及零售商最大利润的影响。具体而言,本文在既有研究的基础上,研究了在配货延迟情境下的B2C免费送货决策问题。首先通过分析消费者购买行为建立消费者剩余函数,得到消费者最优决策,然后在此基础上,构建网络零售商利润函数,得到最优免运费阈值和最优商品利润率。最后,本文结合算例分析发现:(1)配送延迟对消费者最优购买决策和网络零售商最大利润有负向作用关系,特别是对网络零售商最大利润的负向影响强度呈现短期剧烈,长期平缓的趋势;(2)有效的免费送货阈值会阻止低消费欲望的消费者,但同时可以激励中、高消费欲望的消费者扩大购买决策,配送延迟会加剧这种作用效果;(3)当超过一定范围时,消费者偏好方面的异质程度越大,越有利于提升配送延迟情境下的网络零售商利润;(4)在配送延迟情境下,适当提高基本运费(运费结构中的固定部分),可以提升网络零售商的利润。
[Abstract]:In recent years, with the continuous improvement of Internet and mobile Internet technology, e-commerce has also developed rapidly, and online shopping has been favored by more and more consumers. As an effective e-commerce operation mode, online shopping not only brings convenience to consumers. However, the surge in demand for online shopping has further stimulated competition among e-commerce companies. Free-free delivery is a preferential logistics service strategy. On the one hand, freight free delivery can boost consumer demand, and then expand the market share and profits of enterprises. On the other hand, the surge of online purchase orders can easily cause huge logistics pressure. Delivery delays are inevitable. They not only reduce the quality of logistics services and affect the consumer experience, but also affect the reputation of enterprises and result in loss of profits. For example, the annual double Eleven shopping carnival, Many online merchants carry out large-scale promotional activities, and the huge volume of transactions makes the order volume extremely large in the short term, which seriously exceeds the logistics load. However, it is still common for the delay in distribution to lead to dissatisfaction and even return of goods. Therefore, in order to ensure the maximum profit of sales, Online retailers need to consider how to formulate an effective delivery strategy in the context of delivery delay. In this context, this paper will solve the following problem: 1) how does delay affect consumer decision-making? 2) how does distribution delay affect retailers' sales profits by influencing consumer decisions? If delivery delay is taken into account in freight free delivery strategy, how to decide the optimal free freight threshold? In order to solve the above problems, a two-stage Stackelberg game model is established, and the optimal free freight threshold and commodity profit margin decision are obtained by solving the problem. At the same time, the relevant parameters of consumers are analyzed through an example. The influence of the relevant parameters of retailer's distribution strategy and delivery delay time on the optimal free delivery threshold, the optimal commodity profit margin and the retailer's maximum profit. In this paper, the problem of B2C free delivery decision in the situation of delay in distribution is studied. Firstly, the consumer surplus function is established by analyzing the consumer purchasing behavior, and then the optimal decision is obtained. Then, the profit function of the network retailer is constructed. The optimal free freight threshold and the optimal profit margin of goods are obtained. Finally, combining with the analysis of an example, it is found that the delay in distribution has a negative effect on the consumer's optimal purchase decision and the maximum profit of the online retailer. In particular, the negative impact on the maximum profits of online retailers is intense in the short term and a slow trend in the long run. An effective free delivery threshold will discourage consumers with low consumption desire, but it can also encourage moderate and moderate consumption. When consumers with high consumption desire expand their purchasing decisions, distribution delay will aggravate this effect.) when consumers exceed a certain range, the greater the heterogeneity of consumer preferences, the greater the degree of heterogeneity in terms of consumer preferences. The higher the profit of the network retailer in the situation of delay in distribution, the better the profit of the online retailer can be enhanced by the proper increase of the basic freight (the fixed part of the freight structure) in the situation of delay in distribution.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F259.2

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