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MBA毕业论文_双渠道供应链下策略性消费者定价模型研究DOC

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网络的迅速发展为企业开辟了新的营销渠道,网络直销在商务交易中扮演着 越来越重要的角色。许多制造商在保持传统零售渠道销售产品的同时,开辟电子 直销渠道来扩展其分销渠道。动态定价策略的广泛应用和互联网的飞速发展,使 得消费者可以对产品的价格、库存、售后服务情况甚至以往的价格、未来的价格 进行查询,这就造就了一些“聪明”的消费者——策略性消费者。他们可以根据 自身的保留价格,比较不同渠道的产品价格以及净效用,进而决定自己是否购买、 何时购买以及从何种渠道购买。由于传统渠道和网上直销两种渠道的存在,消费 者在购买商品时又不仅局限于产品本身,这就会要求传统制造商在定价方面进行 一系列的决策调整,尤其是在面对策略性消费者时。 本文根据以上所描述的情况,构建了一个存在制造商和零售商的双渠道供应 链产品销售环境,假设市场是由短视性消费者和策略性消费者组成的混合市场, 消费者根据其效用和购买行为选择在不同时机不同渠道进行购买,并充分考虑到 了消费者在两阶段决策时的购买行为、时间价值和消费者对网上直销的接受程度 以及策略性消费者比例等因素,从这种策略行为对双渠道供应链各成员价格和期 望收益的影响,探讨了基于策略性消费者的双渠道供应链定价问题,分别在传统 供应链和双渠道供应链中建立了制造商和零售商的主从博弈模型,在线上渠道的 制造商和线下零售渠道的零售商利润最大化的目标之下,对模型进行求解,并获 得了制造商和零售商的最优价格策略和最大收益,并探讨了市场消费者同为短视 性或策略性的极端情况,比较了双渠道和传统渠道下的差异,实证研究结果表明 策略性消费者占市场总消费者的比例的变化对消费者在第一阶段全价销售期或 者第二阶段折扣期、传统的线下零售渠道或者线上直销渠道采取购买行为的数量 有很大的影响,策略性消费者和短视性消费者的不同购买行为会直接影响不同销 售渠道的销量,所以在了网上直销渠道和线下零售渠道共存的双渠道供应链环境 下,充分了解市场中的消费者类型和消费者的构成特征是十分有必要的。 关键词:策略性消费者;动态定价;双渠道供应链;收益管理iii Abstract The rapid development of network has opened up new marketing channels for enterprises, and network direct selling plays an increasingly important role in business transactions. Many manufacturers have opened up electronic direct sales channels to expand their distribution channels while maintaining the traditional retail channels to sell products. With the wide application of dynamic pricing strategy and the rapid development of the Internet, consumers can inquire about the prices of products, inventory, after-sales service and even past prices and future prices, thus creating some “ smart“ consumers - strategic consumers. They can compare the product prices and net utility of different channels according to their reserved prices, when and from what channels they purchase. Due to the existence of traditional channels and online direct selling channels, which will require traditional manufacturers to make a series of decision-making adjustments in pricing, especially in the face of strategic consumers. According to the situation described above, this paper constructs a dual-channel supply chain product sales environment with manufacturers and retailers, assuming that the market is a mixed market composed of short-sighted consumers and strategic consumers, discusses the pricing problem of dual-channel supply chain based on strategic consumers from the impact of such strategic behavior on prices and expected returns of members of the dual-channel supply chain. In the traditional supply chain and the dual-channel supply chain. Under the goal of maximizing the profits of manufacturers in the online channel and retailers in the offline retail channel, the models are solved, and the optimal price strategies and maximum profits of manufacturers and retailers are obtained. The extreme situation that market consumers are short-sighted or strategic is discussed,and the differences between the dual-channel and the traditional channel are compared. Strategic consumers to total consumers in the market has a great influence on the number of consumers' purchasing behaviors in the first stage of full price sales or the second stage of discount.Therefore,it is necessary to fully understand the types of consumers and the composition characteristics of consumers in the market under the dual-channel supply chain environment where online direct sales channels and offline retail channels coexist. Key words:strategic consumers,dynamic pricing,dual-channel supply chain,Revenue managementiv 目 录 独创性声明.....................................................................................................................i 关于论文使用授权的说明.............................................................................................i 中文摘要........................................................................................................................ii Abstract.........................................................................................................................iii 1 绪论.............................................................................................................................1 1.1 研究背景..........................................................................................................1 1.2 研究目的和意义..............................................................................................1 1.2.1 研究目的...............................................................................................1 1.2.2 研究意义...............................................................................................2 1.3 国内外文献研究现状......................................................................................2 1.3.1 国外研究现状.......................................................................................2 1.3.2 国内研究现状.......................................................................................4 1.4 研究内容及方法..............................................................................................5 1.4.1 研究内容...............................................................................................5 1.4.2 研究方法...............................................................................................6 1.5 创新点..............................................................................................................7 2 相关概念和理论基础.................................................................................................9 2.1 相关概念..........................................................................................................9 2.1.1 双渠道供应链.......................................................................................9 2.1.2 策略性消费者.......................................................................................9 2.2 理论基础........................................................................................................10 2.2.1 收益管理相关理论.............................................................................10 2.2.2 供应链契约理论.................................................................................10 2.2.3 行为经济学相关理论.........................................................................11 3 双渠道供应链的定价模型评析...............................................................................13 3.1 模型概况........................................................................................................13 3.2 问题描述及模型构建....................................................................................16 3.3 模型评析........................................................................................................20 4 双渠道供应链策略性消费者定价模型构建...........................................................22 4.1 问题描述及描述............................................................................................22 4.2 传统供应链下策略性消费者的定价模型构建............................................23 4.2.1 消费者购买决策分析.........................................................................23 4.2.2 供应商与零售商定价决策模型.........................................................25 4.2.3 市场由同一类型消费者构成的情况.................................................26 4.3 双渠道供应链下策略性消费者定价模型构建............................................27 4.3.1 消费者购买决策分析.........................................................................28 4.3.2 供应商与零售商定价决策模型.........................................................31 4.3.3 市场由同一类型消费者构成情况.....................................................32 4.4 双渠道供应链下策略性消费者定价模型分析............................................33 5 模型仿真...................................................................................................................35 5.1 传统渠道下策略性消费者最优定价模型仿真............................................35 5.2 双渠道下策略性消费者最优定价模型仿真................................................37v 5.3 双渠道与传统渠道策略性消费者定价决策对比分析................................40 6 总结...........................................................................................................................42