基于可替代产品竞争的双渠道供应链定价研究
发布时间：2019-06-16 12:25
【摘要】：在电子商务的驱动下,电子直销模式与传统零售模式相结合的双渠道销售模式受到许多制造公司的青睐,如Dell、Nike等纷纷采用双渠道来抢占市场,提高企业利润。但另一渠道的引入会冲击原有销售渠道,引发渠道冲突。随着客户需求的多样化和市场竞争日趋激烈,合适的产品定价以及有效的渠道协调对制造商甚至整个供应链而言至关重要。在这种情况下,本文建立了基于可替代产品竞争的双渠道制造商产品定价模型,综合运用了消费者效用理论、博弈模型。首先,本文针对传统零售市场中存在同类已有产品竞争的情况,拓展了Salop环形城市模型,建立了竞争环境下制造商的产品定价决策模型,进而分析了双渠道分别是分散控制或集中决策时的最佳价格,并探讨了双渠道下的集中决策与分散决策下各价格及各产品需求关于产品可替代程度的变化。然后,在此基础上本文探究了供应链协调问题。首先对双渠道分散决策和集中决策下的供应链利润进行对比,发现双渠道分散决策下存在双重边际化效应出现,然后构建基于收益共享契约下的产品定价模型,得到基于收益共享契约下的制造商产品定价决策,并探讨基于收益共享契约下的Pareto改进问题。最后,通过数值分析验证了协调策略的有效性,发现供应链效率随产品替代程度递增,而协调效果随产品替代程度先变差后变好。本文以电子商务环境下的双渠道产品制造商为分析对象,并将市场存在己有同类产品竞争的情形纳入了研究范围,在双渠道供应链和供应链联盟研究的基础上进行了进一步的深入,本研究相关结论拓展了双渠道供应链研究构建的模型,可以为企业的产品定价决策提供了理论参考,可以为企业的组织运行和产品推销及其他有关方面研究提供参考,具备一定的工程参考价值与学术意义。
[Abstract]:Driven by electronic commerce, the dual-channel sales mode, which combines electronic direct marketing mode with traditional retail mode, is favored by many manufacturing companies, such as Dell,Nike and so on, which use two channels to seize the market and improve the profit of enterprises. But the introduction of another channel will impact the original sales channels, resulting in channel conflicts. With the diversification of customer demand and the increasingly fierce market competition, appropriate product pricing and effective channel coordination are very important for manufacturers and even the whole supply chain. In this case, a two-channel manufacturer product pricing model based on alternative product competition is established, and the consumer utility theory and game model are used synthetically. First of all, in view of the existence of similar existing product competition in the traditional retail market, this paper expands the Salop circular city model, establishes the manufacturer's product pricing decision model under the competitive environment, and then analyzes the best price when the two channels are decentralized control or centralized decision respectively, and discusses the changes of the price and the demand of each product under the centralized decision and the decentralized decision. Then, on this basis, this paper explores the problem of supply chain coordination. Firstly, the profit of supply chain under dual-channel decentralized decision and centralized decision-making is compared, and it is found that there is a double marginalization effect under dual-channel decentralized decision-making. Then, the product pricing model based on revenue-sharing contract is constructed, the manufacturer's product pricing decision based on revenue-sharing contract is obtained, and the improvement of Pareto based on revenue-sharing contract is discussed. Finally, the effectiveness of the coordination strategy is verified by numerical analysis, and it is found that the efficiency of supply chain increases with the degree of product substitution, and the coordination effect becomes worse at first and then better with the degree of product substitution. In this paper, the dual-channel product manufacturers under the environment of electronic commerce are taken as the analysis object, and the existence of similar product competition in the market is brought into the scope of the research. On the basis of the research on the dual-channel supply chain and supply chain alliance, the relevant conclusions of this study expand the model of the dual-channel supply chain research, which can provide a theoretical reference for the product pricing decision of enterprises. It can provide reference for the organization and operation of enterprises, product marketing and other related research, and has certain engineering reference value and academic significance.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274
，
本文编号：2500556
[Abstract]:Driven by electronic commerce, the dual-channel sales mode, which combines electronic direct marketing mode with traditional retail mode, is favored by many manufacturing companies, such as Dell,Nike and so on, which use two channels to seize the market and improve the profit of enterprises. But the introduction of another channel will impact the original sales channels, resulting in channel conflicts. With the diversification of customer demand and the increasingly fierce market competition, appropriate product pricing and effective channel coordination are very important for manufacturers and even the whole supply chain. In this case, a two-channel manufacturer product pricing model based on alternative product competition is established, and the consumer utility theory and game model are used synthetically. First of all, in view of the existence of similar existing product competition in the traditional retail market, this paper expands the Salop circular city model, establishes the manufacturer's product pricing decision model under the competitive environment, and then analyzes the best price when the two channels are decentralized control or centralized decision respectively, and discusses the changes of the price and the demand of each product under the centralized decision and the decentralized decision. Then, on this basis, this paper explores the problem of supply chain coordination. Firstly, the profit of supply chain under dual-channel decentralized decision and centralized decision-making is compared, and it is found that there is a double marginalization effect under dual-channel decentralized decision-making. Then, the product pricing model based on revenue-sharing contract is constructed, the manufacturer's product pricing decision based on revenue-sharing contract is obtained, and the improvement of Pareto based on revenue-sharing contract is discussed. Finally, the effectiveness of the coordination strategy is verified by numerical analysis, and it is found that the efficiency of supply chain increases with the degree of product substitution, and the coordination effect becomes worse at first and then better with the degree of product substitution. In this paper, the dual-channel product manufacturers under the environment of electronic commerce are taken as the analysis object, and the existence of similar product competition in the market is brought into the scope of the research. On the basis of the research on the dual-channel supply chain and supply chain alliance, the relevant conclusions of this study expand the model of the dual-channel supply chain research, which can provide a theoretical reference for the product pricing decision of enterprises. It can provide reference for the organization and operation of enterprises, product marketing and other related research, and has certain engineering reference value and academic significance.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274
，
本文编号：2500556
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