發(fā)布時間：2018-05-03 18:43

  本文選題：返券促銷 + 供應鏈協(xié)調(diào)��； 參考：《電子科技大學》2014年碩士論文

【摘要】：面對激烈的市場競爭,商家采取各種促銷方式進行商品的促銷。商品促銷的方式伴隨著市場經(jīng)濟的發(fā)達與完善也在不斷推陳出新。其中,返券促銷這一促銷方式被各大商家廣泛使用,返券促銷的模式也各有不同,本文在供應鏈環(huán)境下,選取零售商返券促銷這一促銷模式,進行了如下研究。首先進行零售商返券促銷的供應鏈運作決策研究。根據(jù)批發(fā)價格是否固定,消費者兌換返券的比例是否改變分為四種情形。我們通過建立模型并求解來探究每種情形下的最優(yōu)批發(fā)價格、最優(yōu)零售價格以及最優(yōu)返券面值,并得出此時零售商、制造商以及整體供應鏈的利潤。最后進行比較靜態(tài)分析,探究采取返券促銷這一促銷模式對供應商、零售商及消費者的影響。研究發(fā)現(xiàn),當返券兌換比例不變時,消費者對返券的最終估值與零售商所有商品的平均銷售利潤率是零售商決策的關鍵。當返券兌換比例改變時,采取返券促銷總是有利可圖的。接著進行零售商返券促銷的供應鏈協(xié)調(diào)策略研究。此時,零售商和制造商作為一個整體進行聯(lián)合決策。我們通過建立模型并求解來探究此情形下商品最優(yōu)零售價格及返券面值,并與分散化決策的供應鏈中相應情形進行比較,探究供應鏈協(xié)調(diào)策略。研究發(fā)現(xiàn),無論消費者兌換比例是否改變,集中化決策供應鏈總比分散化決策供應鏈更加有效,此時我們提出了基于利潤共享契約的供應鏈協(xié)調(diào)策略,使得分散化決策下供應鏈整體利潤與集中化決策下供應鏈整體利潤相同。
[Abstract]:In the face of fierce market competition, merchants take various ways to promote their products. With the development and perfection of the market economy, the way of commodity promotion is constantly innovating. Among them, rebate promotion is widely used by various merchants, and the modes of coupon promotion are different. In the supply chain environment, this paper selects the retail rebate promotion promotion model, and carries out the following research. Firstly, the decision-making of supply chain operation of retailer coupon promotion is studied. Depending on whether the wholesale price is fixed or not, whether the proportion of consumers changing the coupon is divided into four situations. We establish a model and solve it to explore the optimal wholesale price, the optimal retail price and the optimal coupon face value in each case, and obtain the profit of the retailer, manufacturer and the whole supply chain at this time. Finally, a comparative static analysis is carried out to explore the impact of coupon promotion on suppliers, retailers and consumers. The study found that the final valuation of the rebate and the average profit margin of the retailer's all goods are the key to the retailer's decision when the conversion ratio of the coupon is constant. When the coupon exchange ratio changes, it is always profitable to take a coupon promotion. Then the supply chain coordination strategy of retailer coupon promotion is studied. At this point, retailers and manufacturers as a whole make joint decisions. We establish a model and solve it to explore the optimal retail price and coupon face value in this case, and compare with the corresponding situation in the decentralized supply chain, and explore the supply chain coordination strategy. It is found that the centralized decision chain is more effective than the decentralized decision-making supply chain no matter whether the conversion ratio of consumers changes. In this case, we propose a supply chain coordination strategy based on the profit sharing contract. The overall profit of supply chain under decentralized decision is the same as that of supply chain under centralized decision.
【學位授予單位】：電子科技大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F724.2;F274

【參考文獻】

相關期刊論文 前1條

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本文編號：1839647