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MBA论文_基于服务水平和定价的双寡头销售渠道渗透研究

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国内图书分类号:F272.3 学校代码:10213
国际图书分类号:658 密级:公开
管理学硕士学位论文
基于服务水平和定价的双寡头销
售渠道渗透研究
硕士研究生 : 朱圣懿
导师 : 肖婷婷
申请学位 : 管理学硕士
学科 : 工商管理
所 在 单 位 : 哈尔滨工业大学(深圳)
答 辩 日 期 : 2018年6月
授予学位单位 : 哈尔滨工业大学
Classified Index:F272.3
U.D.C: 658
Dissertation for the Master Degree in Management
RESEARCH ON SALES CHANNEL
PENETRATION IN A DUOPOLY BASED ON
SERVICE LEVEL AND PRICING
Candidate: Shengyi Zhu
Supervisor: Associate Prof. Tingting Xiao
Academic Degree Applied for: Master of Management
Speciality:Business Administration
Affiliation: Shenzhen Graduate School
Date of Defence:June, 2018
Degree-Conferring-Institution: Harbin Institute of Technology
哈尔滨工业大学管理学硕士学位论文
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摘要
随着中国双创热潮和电子商务的深度发展,越来越多的人接受网络购物,
与此同时线上企业也出现在人们的视野,这类企业的一个特点就是只有线上销
售渠道。在企业追求利润最大化的前提下,将销售渠道拓展至线下成为其必须
要考虑的事。本文的目的是探究线上企业的定价、服务水平以及销售渠道拓展
决策与产品差异化、消费者构成等因素的关系。从现有研究来看,大部分销售
渠道渗透的研究针对的是线下至线上,主要原因在于大部分研究是国外研究而
欧美国家快递行业不发达,且人们的购物意识更认同线下。所以就目前我国发
展现状而言,线上企业作为一个新的商业形态很值得被研究
本文在回顾国内外相关文献及理论分析的基础上,基于定价机制和服务水
平对双寡头线上企业进行研究,将效用理论和产品差异化理论基于Hotelling模
型进行整合并建立理论模型。通过逆向归纳法进行均衡分析,得出双寡头厂商
在不同销售渠道情况下的均衡定价以及服务水平,并通过算例分析结合博弈论
的方法对双寡头厂商渠道渗透的决策进行分析。为了使分析结果更全面,本文
还进行了体验式营销情况以及基于Salop模型的三寡头厂商的分析
本文得到以下结果,首先,销售渠道的共同拓展将会提高定价,差异化程
度的不同也会影响服务水平以及利润。其次,厂商都已开通线下渠道时,均衡
价格、服务水平以及利润与产品差异化以及消费者构成有一定相关性。第三,
在线上企业进行线下销售渠道拓展决策方面,消费者构成与线下销售单位成本
对决策有很大的影响。最后,在考虑体验店的情况下,线下销售渠道只作为产
品信息的披露途径而不卖货是最优决策;此外开通体验店的成本也是厂商决策
的关键因素
总之,本文的研究致力于帮助线上企业找到进军线下销售渠道的时机,并
通过渠道的相关性质提出相关建议,最终帮助企业得到最优利润
关键词:销售渠道渗透;定价决策;服务水平;双寡头;Hotelling模型;Salop
模型
哈尔滨工业大学管理学硕士学位论文
-II-
Abstract
With the upsurge of China's double creation and the development of
e-commerce, more and more people accept shopping online, while online enterprises
also appear in the field of vision. One characteristic of this kind of enterprise is the
only online marketing channel. Under the premise of maximizing profits, the
development of sales channels to offline must be considered. The purpose of this
paper is to explore how the pricing, service level and marketing channel
development decisions of online companies depend on product differentiation,
consumer composition and other factors. According to the current research, most of
the sales channel research is aimed at online to offline.The main reason is that most
of the research is abroad and the European and American Express industry is
underdeveloped, and people's shopping awareness is more recognized under the line.
Therefore, as far as the current development of our country is concerned, online
business as a new business form is worth studying.
After reviewing the related literature and theories, this paper takes into account
the pricing mechanism and service levels of online duopoly, and investigates their
channel penetration decisions. A theoretical model is formulated based on the
theories of utility and product differentiation. The equilibrium analysis is carried out
by the backward induction method, where the equilibrium pricing and service level
of the duopoly manufacturers in different marketing channels are obtained. The
channel penetration decisions of the manufacturers are analyzed by numerical
analysis and game theory. In order to make the results more comprehensive, this
paper also conducts analysis on experiential marketing and the case of three
oligarchs based on Salop model.
The results are listed as follows. First, the joint expansion of sales channels will
raise pricing, and the degree of differentiation will also affect the service level and
profit. Second, when the manufacturer has opened the offline channel, the
equilibrium price, the service level and the profit have a certain correlation with the
product differentiation and the consumer composition. Third, the consumer
composition and the unit cost of the offline sales have a great influence on the
offline marketing channel expansion decision of the online manufacturer. Finally, in
the case of experiential shops, offline sales channels are only the best way to
disclose product information and not to sell goods. In addition, the cost of opening
experiential shops is also a key factor for manufacturers to make decisions.
In a word, this paper is to help the online enterprises find the opportunities to
enter the offline marketing channel, to put forward relevant suggestions based on the。