多渠道零售環(huán)境下的定價與促銷策略研究
發(fā)布時間：2018-10-12 20:13
【摘要】：多渠道零售（Multi-Channel Retailing），是指零售企業(yè)可以通過整合傳統(tǒng)實體經(jīng)營和現(xiàn)代電子經(jīng)營而形成的包含多種營銷渠道接觸客戶的新型零售模式。按照目前市場的實際情況，通常把它們分類為線上渠道與線下渠道。由于供應鏈是由不同企業(yè)主體的多個渠道構(gòu)成，如何有效地處理這些不同銷售渠道帶來的競爭和協(xié)調(diào)問題給制造商和零售商的管理者帶來了前所未有的挑戰(zhàn)。為了有效的管理好多個渠道，進一步最大化供應鏈的整體利潤,一方面,供應鏈的主導者（在我們的研究中特指制造商）必須對供應鏈各層級不同銷售渠道的決策及其相互之間復雜的關(guān)系有較為清晰的認識；另一方面，供應鏈各節(jié)點的企業(yè)應共享信息，在預知其他供應鏈主體行動的前提下，最優(yōu)化自己的決策。因此供應鏈多渠道競爭策略的研究是復雜的,只有深入分析各個決策，才能更好地管理供應鏈多個不同渠道。 國內(nèi)外學者對多渠道供應鏈進行了大量的研究（Choi（2003）、Rhee（2000）、Chiang（2003）、Yan（2008）和Liang Han（2012）），這些研究主要聚焦于引入線上渠道后的供應鏈博弈，提出了很多具有重要理論價值和實踐意義的博弈結(jié)論，但他們忽視了現(xiàn)實情況中多渠道混合經(jīng)營的復雜情況。這給我的研究指明了方向，打下了堅實基礎(chǔ)。 本文針對前人研究的不足，構(gòu)建出更適合現(xiàn)代零售市場實際情況的供應鏈博弈模型。并在此模型上重點解決如下問題：（1）在多渠道的背景下，認識垂直一體化和分散決策的差別，期望發(fā)現(xiàn)在這兩種供應鏈結(jié)構(gòu)下，制造商和零售商價格決策的異同；（2）因為顧客對每個渠道初始的忠誠度不同，每個渠道之間價格（渠道）敏感系數(shù)不同，各個渠道的價格變動會對包括需求、價格和利潤在內(nèi)的多個指標產(chǎn)生影響。我們力圖把握在這種復雜的渠道結(jié)構(gòu)下，各個價格決策和促銷決策之間會有什么聯(lián)系，他們的變動會有什么影響；（3）我們力圖通過數(shù)值分析和案例研究相結(jié)合的方法，，提出對制造商和零售商切實可行的價格和促銷策略。 針對上述問題，本文的主要研究結(jié)論有下列幾點： （1）在制造商集中控制的價格策略研究中，我們發(fā)現(xiàn)，在垂直整合的情形下，因為不存在給零售商批發(fā)價格的影響，兩個渠道之間的競爭主要體現(xiàn)在渠道價格的敏感程度和顧客對各個渠道的忠誠度上，同時成本作為重要的因素，會影響到制造商的渠道選擇。我們進而分析了在制造商主導的二級供應鏈中，制造商的一個網(wǎng)上渠道和零售商的兩個網(wǎng)上和網(wǎng)下渠道之間的博弈。此時，零售商和制造商的決策之間面臨更加復雜的關(guān)系。我們首先認識到，制造商絕對不應該實施高網(wǎng)上價格，低零售價格的策略來削弱自己的地位。同時，批發(fā)價格和制造商網(wǎng)上零售價格存在特定的數(shù)學關(guān)系，我們計算出的兩個閥值可以幫助我們判斷市場結(jié)構(gòu)的走向，從而幫助制造商或者零售商進行價格決策。 （2）零售商的渠道促銷努力和制造商的品牌促銷努力受價格因素和敏感系數(shù)影響較大：當自身渠道的毛利潤相對于另外渠道的毛利潤較大時，零售商有動機與制造商一起加大促銷努力來提高整體的收益；相反地，當自身渠道的毛利潤相對較低時，零售商期望制造商付出更多品牌促銷努力來彌補自己利潤上的損失，達到新的均衡。 （3）在市場成長期，制造商和零售商的定價和促銷策略不僅與博弈競爭有關(guān)，還和當時所處的市場地位和戰(zhàn)略選擇有關(guān)系。在成熟期，實際的情況將更加接近理論模型。 本研究的創(chuàng)新點在于引入多渠道的理念研究制造商和零售商的定價與促銷策略，從而得到更加貼近市場實際情況的理論結(jié)果。
[Abstract]:Multi-Channel Retail is a new type of retail model that retail enterprises can contact with customers by integrating traditional entity management and modern electronic management. According to the actual situation of the current market, they are usually classified as the online channel and offline channel. As the supply chain is composed of multiple channels of different enterprise entities, how to deal effectively with the competition and coordination problems brought by these different sales channels poses unprecedented challenges to the managers of manufacturers and retailers. in order to effectively manage a plurality of channels, to further maximize the overall profit of the supply chain, on the one hand, The leader of the supply chain (especially the manufacturer in our research) must have a clearer understanding of the decision-making of different sales channels in each level of the supply chain and its complicated relationship with each other; on the other hand, the enterprises of each node of the supply chain should share information, Under the premise of predicting other supply chain subjects' actions, optimize their own decision-making. Therefore, the research of multi-channel competition strategy of supply chain is complicated. Only in-depth analysis of each decision can we manage multiple different channels of supply chain better. The scholars at home and abroad have carried out a lot of researches on multi-channel supply chain (Choi (2003), Rhee (2000), Chiang (2003), Yan (2008) and Liang Han (2012)), which focus on the supply chain game after introducing the channel, and put forward many games with important theoretical value and practical significance. Conclusion: But they ignore the complexity of multi-channel mixed operation in the reality. It's the case. It gave me the direction and laid a solid foundation. On the basis of the deficiency of previous researches, this paper constructs the supply of the actual situation of the modern retail market. Chain game model. In this model, we focus on the following problems: (1) In the background of multi-channel, we recognize the difference between vertical integration and decentralized decision-making, and expect to find the price of manufacturer and retailer under these two supply chain structures. The similarities and differences of decision making; (2) Because the customer's initial loyalty to each channel is different, the price (channel) sensitivity coefficient between each channel is different, and the price change of each channel will be a number of fingers including demand, price and profit. We try to grasp the link between price decision-making and promotion decision-making in this complex channel structure, what impact their changes will be, and (3) we try to study phase by numerical analysis and case study. a combination of methods that provide a viable price for manufacturers and retailers and promotion strategies. In view of the above problems, the main research of this paper The conclusions are as follows: (1) In the price strategy study of the manufacturer's centralized control, we find that in the case of vertical alignment, because there is no At the wholesale price of the retailer, the competition between the two channels is mainly reflected in the sensitivity of the channel price and the customer's loyalty to each channel, and the cost is an important factor. Influence to the manufacturer's channel selection. We further analyzed the manufacturer's two network channels and retailers in the manufacturer-led two-tier supply chain Game between channels and channels. At this point, retailers and manufacturers' decision-making We first realize that manufacturers should never implement high online prices, low retail prices, At the same time, at the same time, at the same time, at the same time, at the same time, at the same time, at the same time, at the same time, at the same time, there is a specific mathematical relationship between wholesale price and retail price of the manufacturer. The two thresholds we calculate can help us to judge the orientation of the market structure, thus helping the manufacturer Or retailers make price decisions. (2) Retailer channel promotion efforts and manufacturer's brand promotion efforts are influenced by price factors and sensitive factors: gross profit when they channel themselves When gross margins relative to other channels are large, retailers are motivated to increase sales efforts with manufacturers to increase overall earnings; instead, retailers expect manufacturers to pay more brand promotion efforts to make up for themselves when the gross margins of their channels are relatively low (3) The pricing and promotion strategies of manufacturers and retailers are not only relevant to the game competition, but also There was a relationship between the market position and the strategic choice at that time. In the mature period, the actual situation will be closer to the theoretical model. The innovation point of this study is to introduce multi-channel idea to study the pricing and promotion strategies of manufacturers and retailers
【學位授予單位】：上海交通大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F724.2
本文編號：2267449
[Abstract]:Multi-Channel Retail is a new type of retail model that retail enterprises can contact with customers by integrating traditional entity management and modern electronic management. According to the actual situation of the current market, they are usually classified as the online channel and offline channel. As the supply chain is composed of multiple channels of different enterprise entities, how to deal effectively with the competition and coordination problems brought by these different sales channels poses unprecedented challenges to the managers of manufacturers and retailers. in order to effectively manage a plurality of channels, to further maximize the overall profit of the supply chain, on the one hand, The leader of the supply chain (especially the manufacturer in our research) must have a clearer understanding of the decision-making of different sales channels in each level of the supply chain and its complicated relationship with each other; on the other hand, the enterprises of each node of the supply chain should share information, Under the premise of predicting other supply chain subjects' actions, optimize their own decision-making. Therefore, the research of multi-channel competition strategy of supply chain is complicated. Only in-depth analysis of each decision can we manage multiple different channels of supply chain better. The scholars at home and abroad have carried out a lot of researches on multi-channel supply chain (Choi (2003), Rhee (2000), Chiang (2003), Yan (2008) and Liang Han (2012)), which focus on the supply chain game after introducing the channel, and put forward many games with important theoretical value and practical significance. Conclusion: But they ignore the complexity of multi-channel mixed operation in the reality. It's the case. It gave me the direction and laid a solid foundation. On the basis of the deficiency of previous researches, this paper constructs the supply of the actual situation of the modern retail market. Chain game model. In this model, we focus on the following problems: (1) In the background of multi-channel, we recognize the difference between vertical integration and decentralized decision-making, and expect to find the price of manufacturer and retailer under these two supply chain structures. The similarities and differences of decision making; (2) Because the customer's initial loyalty to each channel is different, the price (channel) sensitivity coefficient between each channel is different, and the price change of each channel will be a number of fingers including demand, price and profit. We try to grasp the link between price decision-making and promotion decision-making in this complex channel structure, what impact their changes will be, and (3) we try to study phase by numerical analysis and case study. a combination of methods that provide a viable price for manufacturers and retailers and promotion strategies. In view of the above problems, the main research of this paper The conclusions are as follows: (1) In the price strategy study of the manufacturer's centralized control, we find that in the case of vertical alignment, because there is no At the wholesale price of the retailer, the competition between the two channels is mainly reflected in the sensitivity of the channel price and the customer's loyalty to each channel, and the cost is an important factor. Influence to the manufacturer's channel selection. We further analyzed the manufacturer's two network channels and retailers in the manufacturer-led two-tier supply chain Game between channels and channels. At this point, retailers and manufacturers' decision-making We first realize that manufacturers should never implement high online prices, low retail prices, At the same time, at the same time, at the same time, at the same time, at the same time, at the same time, at the same time, at the same time, at the same time, there is a specific mathematical relationship between wholesale price and retail price of the manufacturer. The two thresholds we calculate can help us to judge the orientation of the market structure, thus helping the manufacturer Or retailers make price decisions. (2) Retailer channel promotion efforts and manufacturer's brand promotion efforts are influenced by price factors and sensitive factors: gross profit when they channel themselves When gross margins relative to other channels are large, retailers are motivated to increase sales efforts with manufacturers to increase overall earnings; instead, retailers expect manufacturers to pay more brand promotion efforts to make up for themselves when the gross margins of their channels are relatively low (3) The pricing and promotion strategies of manufacturers and retailers are not only relevant to the game competition, but also There was a relationship between the market position and the strategic choice at that time. In the mature period, the actual situation will be closer to the theoretical model. The innovation point of this study is to introduce multi-channel idea to study the pricing and promotion strategies of manufacturers and retailers
【學位授予單位】：上海交通大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F724.2
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