本文選題：品牌競爭 + 渠道決策��； 參考：《東華大學》2017年碩士論文

【摘要】：隨著品牌競爭日趨激烈,網(wǎng)絡直銷渠道正在迅速影響著企業(yè)的渠道策略,其特有的優(yōu)勢和潛力吸引著學術界和企業(yè),越來越多的企業(yè)己經(jīng)或準備進行渠道的整合。從消費者角度來說,渠道的多樣化意味著更多的購買選擇和成本節(jié)約,渠道結(jié)合的銷售模式能夠滿足消費者購買產(chǎn)品時的各種需求。對于供應鏈節(jié)點企業(yè)而言,渠道的選擇是一個至關重要的經(jīng)營決策,直接關系到在同類產(chǎn)品的競爭中勝出、企業(yè)的戰(zhàn)略能否順利實現(xiàn)。鑒于此,本文應用消費者效用函數(shù)、Stackelberg博弈和演化博弈等,探討品牌競爭下的供應鏈渠道選擇決策以及相關參數(shù)對于決策變量的影響,以期探索出供應鏈最優(yōu)的渠道模式,從而為企業(yè)渠道戰(zhàn)略提供參考依據(jù)。本文的主要研究內(nèi)容分為三個部分:首先,在已知單一品牌供應鏈系統(tǒng)中,利用Stackelberg博弈來研究無品牌競爭下供應鏈的渠道選擇優(yōu)化策略,分析渠道替代率對于渠道定價、銷售量以及利潤的影響,探索渠道改進的帕累托區(qū)域;其次,在自有品牌競爭下的供應鏈系統(tǒng)中,探究了自有品牌競爭下供應鏈的渠道選擇優(yōu)化策略,分析品牌相對競爭力對于渠道定價、銷售量以及利潤的影響;最后,借助動態(tài)的演化博弈理論,建立制造商是否開辟直銷渠道和零售商是否引入自有品牌的復制動態(tài)方程,通過對制造商和零售商平衡點的穩(wěn)定性分析,歸納得到供應鏈渠道選擇的長期演化結(jié)果。結(jié)果表明:(1)在單一品牌供應鏈系統(tǒng)中,對于制造商而言,混合雙渠模式下獲得的利潤最高,單直銷渠道模式下的利潤高于單傳統(tǒng)渠道模式下的利潤;但對零售商來說,單一傳統(tǒng)渠道模式優(yōu)于混合雙渠道模式。當制造商在單傳統(tǒng)渠道模式下開辟直銷渠道時,需要應用不高于1-β_1的批發(fā)價格折扣才能使得供應鏈得到協(xié)調(diào),達到帕累托改進。(2)在自有品牌競爭的供應鏈系統(tǒng)中,制造商的最佳渠道決策為混合雙渠道模式,單直銷渠道模式獲得的利潤其次,單傳統(tǒng)渠道模式獲得的利潤最低;對于零售商來說,單傳統(tǒng)渠道模式和混合雙渠道模式均優(yōu)于單直銷渠道模式,混合雙渠道模式與單傳統(tǒng)渠道模式的優(yōu)劣決定于品牌相對競爭力、品牌替代率以及渠道替代率。(3)在供應鏈雙方均不知對方策略的情形下,供應鏈長期演化穩(wěn)定策略有兩種:當制造商選擇引入直銷渠道,若零售商引入自有品牌所獲得利潤低于不引入情形下的利潤,長期演化結(jié)果是制造商建立網(wǎng)絡直銷渠道、零售商不引入自有品牌;若零售商引入自有品牌獲得利潤高于不引入情形下的利潤時,長期演化結(jié)果是制造商建立網(wǎng)絡直銷渠道、零售商引入自有品牌。因此,無論零售商是否引入自有品牌,制造商的最優(yōu)渠道策略是開辟直銷渠道。
[Abstract]:With the brand competition is becoming increasingly fierce, network marketing channel is rapidly affecting enterprise channel strategy, its unique advantages and potential to attract the academia and enterprises, more and more enterprises have already or ready for channel integration. From the consumer perspective, diverse channels means more choice and purchase cost saving channel according to the sales model can meet the various needs of consumers to buy products. For the enterprises in the supply chain, channel selection is one of the most important business decisions, is directly related to win in the competition of similar products, the enterprise strategy can be realized smoothly. In view of this, the application of consumer utility function, Stackelberg and the evolutionary game so, to explore the brand competition of supply chain channel selection and related parameters on the influence of the decision variables, in order to explore the optimal supply chain The channel mode, so as to provide reference basis for the enterprise channel strategy. The main content of this paper is divided into three parts: first, the known single brand supply chain system, to study the brand competition of supply chain by Stackelberg game channel selection optimization strategy, analysis the channel replacement rate for the channel sales and pricing effects profits, explore the Pareto regional channels improved; secondly, the supply chain system in its own brand competition in the supply chain optimization strategy of channel selection of its own brand competition, brand competitiveness analysis for the channel effect of relative pricing, sales volume and profit; finally, with the help of dynamic evolutionary game theory, establish whether the manufacturer opens the replication dynamic equation of the direct sales channels and retailers are introducing its own brand, the stability of the manufacturer and the retailer balance analysis, induction Long term evolution results of supply chain channel selection. The results showed that: (1) in a single brand in the supply chain, for manufacturers to obtain a mixed dual channel mode of the highest profit, single direct sales channels under the mode of profit is higher than that of single traditional channels under the mode of profit; but for retailers, the traditional single channel model is better than mixed double channel model. When the manufacturer opens the direct channel in single traditional channel mode, need to use discount wholesale price is not higher than 1- beta _1 make the supply chain coordinated, achieve Pareto improvement. (2) in a supply chain system with self brand competition, the manufacturer's best channel decision mixed double channel model secondly, to obtain single direct channel mode to obtain single profit, the traditional channel model the lowest profit; for retailers, the traditional single channel mode and mixed double channel model were better than the single direct Mixed double channel mode, channel mode and single mode determines the merits of traditional channels in relative brand competitiveness, brand replacement rate and channel replacement rate. (3) in the supply chain, both sides do not know each other in the case of supply chain strategy, long-term evolution has two stable strategy: when manufacturers choose to introduce direct sales channels, if the retailer is introduced own brand profit is lower than the case without introducing profit, long-term evolution result is manufacturers to establish direct marketing network, the retailer does not introduce its own brand; if the retailers own brand profit higher than in case of profit, long-term evolution result is manufacturers to build network of direct sales channels, retailers own brand. Therefore, no matter retailers are introducing their own brands, manufacturers is the optimal channel strategy to open up direct sales channels.

【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F273.2

【參考文獻】

相關期刊論文 前10條

1 李凱;萬凱;嚴建援;;多制造商情境下考慮自有品牌模仿策略的渠道博弈分析[J];系統(tǒng)工程;2015年10期

2 趙正佳;;需求不確定且依賴于價格下全球供應鏈數(shù)量折扣及其組合契約[J];管理工程學報;2015年03期

3 曹曉剛;鄭本榮;聞卉;;考慮顧客偏好的雙渠道閉環(huán)供應鏈定價與協(xié)調(diào)決策[J];中國管理科學;2015年06期

4 王曉鋒;凡友榮;段永瑞;寧紹英;;考慮品牌競爭的雙渠道供應鏈定價策略研究[J];工業(yè)工程與管理;2015年03期

5 曹宗宏;趙菊;張成堂;閔杰;周永務;;品牌與渠道競爭下的定價決策與渠道結(jié)構(gòu)選擇[J];系統(tǒng)工程學報;2015年01期

6 杜軍;徐建;劉凱;;基于演化博弈的供應鏈合作廣告機制[J];系統(tǒng)工程;2015年01期

7 陳軍;賴信;許茂增;吳慶;;零售商開辟二級市場下雙渠道供應鏈定價決策[J];系統(tǒng)工程學報;2013年06期

8 申成霖;侯文華;張新鑫;;顧客異質(zhì)性渠道偏好下橫向競爭對零售商混合渠道模式的價值[J];系統(tǒng)工程理論與實踐;2013年12期

9 但斌;王瑤;王磊;張旭梅;;考慮制造商服務努力的異質(zhì)產(chǎn)品雙渠道供應鏈協(xié)調(diào)[J];系統(tǒng)管理學報;2013年06期

10 朱玉煒;徐琪;;考慮消費者時間敏感的雙渠道供應鏈競爭策略[J];計算機集成制造系統(tǒng);2013年06期

，

本文編號：1735002