多渠道零售環(huán)境下的定價(jià)與促銷(xiāo)策略研究
發(fā)布時(shí)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(guò)整合傳統(tǒng)實(shí)體經(jīng)營(yíng)和現(xiàn)代電子經(jīng)營(yíng)而形成的包含多種營(yíng)銷(xiāo)渠道接觸客戶的新型零售模式。按照目前市場(chǎng)的實(shí)際情況，通常把它們分類(lèi)為線上渠道與線下渠道。由于供應(yīng)鏈?zhǔn)怯刹煌髽I(yè)主體的多個(gè)渠道構(gòu)成，如何有效地處理這些不同銷(xiāo)售渠道帶來(lái)的競(jìng)爭(zhēng)和協(xié)調(diào)問(wèn)題給制造商和零售商的管理者帶來(lái)了前所未有的挑戰(zhàn)。為了有效的管理好多個(gè)渠道，進(jìn)一步最大化供應(yīng)鏈的整體利潤(rùn),一方面,供應(yīng)鏈的主導(dǎo)者（在我們的研究中特指制造商）必須對(duì)供應(yīng)鏈各層級(jí)不同銷(xiāo)售渠道的決策及其相互之間復(fù)雜的關(guān)系有較為清晰的認(rèn)識(shí)；另一方面，供應(yīng)鏈各節(jié)點(diǎn)的企業(yè)應(yīng)共享信息，在預(yù)知其他供應(yīng)鏈主體行動(dòng)的前提下，最優(yōu)化自己的決策。因此供應(yīng)鏈多渠道競(jìng)爭(zhēng)策略的研究是復(fù)雜的,只有深入分析各個(gè)決策，才能更好地管理供應(yīng)鏈多個(gè)不同渠道。 國(guó)內(nèi)外學(xué)者對(duì)多渠道供應(yīng)鏈進(jìn)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(yīng)鏈博弈，提出了很多具有重要理論價(jià)值和實(shí)踐意義的博弈結(jié)論，但他們忽視了現(xiàn)實(shí)情況中多渠道混合經(jīng)營(yíng)的復(fù)雜情況。這給我的研究指明了方向，打下了堅(jiān)實(shí)基礎(chǔ)。 本文針對(duì)前人研究的不足，構(gòu)建出更適合現(xiàn)代零售市場(chǎng)實(shí)際情況的供應(yīng)鏈博弈模型。并在此模型上重點(diǎn)解決如下問(wèn)題：（1）在多渠道的背景下，認(rèn)識(shí)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(yīng)鏈結(jié)構(gòu)下，制造商和零售商價(jià)格決策的異同；（2）因?yàn)轭櫩蛯?duì)每個(gè)渠道初始的忠誠(chéng)度不同，每個(gè)渠道之間價(jià)格（渠道）敏感系數(shù)不同，各個(gè)渠道的價(jià)格變動(dòng)會(huì)對(duì)包括需求、價(jià)格和利潤(rùn)在內(nèi)的多個(gè)指標(biāo)產(chǎn)生影響。我們力圖把握在這種復(fù)雜的渠道結(jié)構(gòu)下，各個(gè)價(jià)格決策和促銷(xiāo)決策之間會(huì)有什么聯(lián)系，他們的變動(dòng)會(huì)有什么影響；（3）我們力圖通過(guò)數(shù)值分析和案例研究相結(jié)合的方法，，提出對(duì)制造商和零售商切實(shí)可行的價(jià)格和促銷(xiāo)策略。 針對(duì)上述問(wèn)題，本文的主要研究結(jié)論有下列幾點(diǎn)： （1）在制造商集中控制的價(jià)格策略研究中，我們發(fā)現(xiàn)，在垂直整合的情形下，因?yàn)椴淮嬖诮o零售商批發(fā)價(jià)格的影響，兩個(gè)渠道之間的競(jìng)爭(zhēng)主要體現(xiàn)在渠道價(jià)格的敏感程度和顧客對(duì)各個(gè)渠道的忠誠(chéng)度上，同時(shí)成本作為重要的因素，會(huì)影響到制造商的渠道選擇。我們進(jìn)而分析了在制造商主導(dǎo)的二級(jí)供應(yīng)鏈中，制造商的一個(gè)網(wǎng)上渠道和零售商的兩個(gè)網(wǎng)上和網(wǎng)下渠道之間的博弈。此時(shí)，零售商和制造商的決策之間面臨更加復(fù)雜的關(guān)系。我們首先認(rèn)識(shí)到，制造商絕對(duì)不應(yīng)該實(shí)施高網(wǎng)上價(jià)格，低零售價(jià)格的策略來(lái)削弱自己的地位。同時(shí)，批發(fā)價(jià)格和制造商網(wǎng)上零售價(jià)格存在特定的數(shù)學(xué)關(guān)系，我們計(jì)算出的兩個(gè)閥值可以幫助我們判斷市場(chǎng)結(jié)構(gòu)的走向，從而幫助制造商或者零售商進(jìn)行價(jià)格決策。 （2）零售商的渠道促銷(xiāo)努力和制造商的品牌促銷(xiāo)努力受價(jià)格因素和敏感系數(shù)影響較大：當(dāng)自身渠道的毛利潤(rùn)相對(duì)于另外渠道的毛利潤(rùn)較大時(shí)，零售商有動(dòng)機(jī)與制造商一起加大促銷(xiāo)努力來(lái)提高整體的收益；相反地，當(dāng)自身渠道的毛利潤(rùn)相對(duì)較低時(shí)，零售商期望制造商付出更多品牌促銷(xiāo)努力來(lái)彌補(bǔ)自己利潤(rùn)上的損失，達(dá)到新的均衡。 （3）在市場(chǎng)成長(zhǎng)期，制造商和零售商的定價(jià)和促銷(xiāo)策略不僅與博弈競(jìng)爭(zhēng)有關(guān)，還和當(dāng)時(shí)所處的市場(chǎng)地位和戰(zhàn)略選擇有關(guān)系。在成熟期，實(shí)際的情況將更加接近理論模型。 本研究的創(chuàng)新點(diǎn)在于引入多渠道的理念研究制造商和零售商的定價(jià)與促銷(xiāo)策略，從而得到更加貼近市場(chǎng)實(shí)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(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F724.2
本文編號(hào)：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(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F724.2
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