“预订—自

发布时间：2018-03-30 16:07

本文选题：O2O　切入点：交付时间　出处：《华中科技大学》2016年硕士论文

【摘要】：随着电子商务的快速发展,O2O线上购买线下提供服务的模式已经被越来越多的企业所采用,也得到了更多消费者的认可。O2O模式的出现对零售端企业的销售策略及库存策略带来了新的理念,目前已经成为企业界和学术界关注的热点之一。本文以O2O背景下“预订-自取”模式的A公司经营现状及存在的问题出发,通过与直接竞争者“门店销售”零售商B公司的对比分析,对A公司的定价问题和产品交付时间问题进行了分析研究。本文首先对O2O背景下“预订-自取”模式的A公司及“门店销售”模式的B公司的案例进行了分析,参考霍特林模型,建立了两个渠道的价格、需求量与A公司的交付时间之间的关系模型,在此基础上对A公司的最大化利润进行了研究,并得到A公司的最优定价和最优交付时间。对于B公司,通过构建报童模型分析其最优订货量,并进一步分析了两种模式的利润函数,得到一些管理启示。最后通过算例分析,研究零售渠道的销售价格、单位产品的批发价格、渠道需求敏感度对A公司最优销售价格和最优交付时间、B公司的最优订货量及两种模式利润的影响。分析发现当产品的利润率较低时,A公司的竞争优势更明显。通过本文的研究,揭示了O2O运营模式下定价及交付时间对于企业的重要价值,有利于O2O背景下“预订-自取”模式零售商和“门店销售”模式零售商更好地做出销售与库存策略。
[Abstract]:With the rapid development of electronic commerce, the mode of O2O online purchasing offline service has been adopted by more and more enterprises.It has also been recognized by more consumers. The emergence of .O2O model has brought new ideas to the sales strategy and inventory strategy of the retail end enterprises, and has become one of the hot spots in the business and academic circles.Based on the operating status and existing problems of company A under the background of O _ 2O, this paper makes a comparative analysis with B Company, a retailer of "store sales", which is a direct competitor.The pricing problem and product delivery time of A Company are analyzed and studied.In this paper, we first analyze the cases of Company A and Company B of "Reservation and Self-fetching" mode under the background of O _ 2O. Referring to the Hotling model, we establish the price of two channels.Based on the model of the relationship between the demand and the delivery time of company A, the maximum profit of company A is studied, and the optimal pricing and delivery time of company A are obtained.For Company B, the optimal order quantity is analyzed by constructing newsboy model, and the profit function of two models is further analyzed, and some management revelations are obtained.Finally, through the example analysis, the paper studies the influence of the retail channel sales price, the unit product wholesale price, the channel demand sensitivity on the A company's optimal sales price and the optimal delivery time, the optimal order quantity and the profit of the two models.It is found that the competitive advantage of company A is more obvious when the profit margin of the product is lower.Through the research of this paper, it reveals the important value of pricing and delivery time for enterprises under O2O operation mode.It is beneficial to the "book-take" model retailer and the "store sales" model retailer to make the sales and inventory strategy better under the background of O _ 2O.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F724.6

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