【摘要】：隨著我國(guó)汽車工業(yè)的飛速發(fā)展,汽車4S店的數(shù)量和規(guī)模都有巨大的發(fā)展。4S店的主要業(yè)務(wù)是汽車銷售及售后服務(wù),其中汽車銷售的利潤(rùn)除了毛利更大比例來自汽車廠商給予的返利,因此整車經(jīng)銷的季末和年末期普遍存在“沖量”現(xiàn)象。 本文首先對(duì)汽車供應(yīng)鏈進(jìn)行了詳細(xì)的調(diào)查分析,梳理了整車、零部件的流通模式,并總結(jié)了汽車銷售市場(chǎng)的特點(diǎn),汽車需求具有很大的彈性,所以采用返利契約能夠有效激勵(lì)零售商努力銷售,提高汽車銷量；零售商年末的“沖量”行為究其根本,是因?yàn)槠嚬⿷?yīng)鏈采用返利契約,以及汽車的價(jià)格需求彈性。 然后,重點(diǎn)研究了汽車供應(yīng)鏈中的返利契約。建立整車銷售返利契約模型,對(duì)比報(bào)童模型和返利契約。通過實(shí)證研究,分析了返利契約中返利點(diǎn)的設(shè)定對(duì)供應(yīng)鏈利潤(rùn)及零售商利潤(rùn)的影響,以及返利契約參數(shù)的設(shè)定,實(shí)證研究的結(jié)論可以為主機(jī)廠制定返利契約提供參考。接下來進(jìn)一步考慮汽車零部件的需求依賴于整車銷售,本文創(chuàng)新性地將零部件銷售與傳統(tǒng)返利契約結(jié)合。結(jié)合零部件銷售的返利契約不僅提高汽車供應(yīng)鏈利潤(rùn),同時(shí)提高了整車最優(yōu)訂貨量,而整車銷量的提高,又會(huì)促進(jìn)零部件的銷售。通過數(shù)值分析得出,零部件銷售量能放大返利契約的效率,銷售比例越大,對(duì)返利契約效率的影響越大。 最后,分析汽車銷售中“沖量”的原因,建立了零售商“沖量”階段的定價(jià)策略模型。并通過數(shù)值分析得出,“沖量”階段零售商的利潤(rùn)受到降價(jià)幅度、市場(chǎng)需求和目標(biāo)返利點(diǎn)影響。零售商應(yīng)該綜合這三方面因素選擇“沖量”時(shí)機(jī)和降價(jià)幅度。
[Abstract]:With the rapid development of automobile industry in China, the number and scale of auto 4S stores have developed greatly. The main business of 4S stores is automobile sales and after-sales service. In addition to the profit of auto sales, a larger proportion of the gross profit comes from the rebate from the auto manufacturers, so the "impulse" phenomenon exists generally at the end of the quarter and the end of the year. Firstly, this paper makes a detailed investigation and analysis on the automobile supply chain, combs the circulation pattern of the whole vehicle and parts, and summarizes the characteristics of the automobile sales market. Therefore, the adoption of rebate contract can effectively encourage retailers to make efforts to sell and improve the sales of cars. Retailers'"impulse" behavior at the end of the year is rooted in the use of rebate contracts in the automotive supply chain and the price elasticity of the vehicle. Then, the return contract in automobile supply chain is studied. Establish the whole car sales rebate contract model, compare the newsboy model and the rebate contract. Through the empirical study, this paper analyzes the impact of the rebate point setting on the profit of the supply chain and the retailer profit, as well as the parameters of the rebate contract. The conclusion of the empirical study can provide a reference for the host company to formulate the rebate contract. Then, considering that the demand of automobile parts depends on the whole vehicle sales, this paper innovatively combines the part sales with the traditional rebate contract. The rebate contract combined with parts sales not only increases the profit of the automobile supply chain, but also increases the optimal order quantity of the whole vehicle, and the increase of the sales volume of the whole vehicle will promote the sales of the parts. Through numerical analysis, it is concluded that the sales volume of parts can amplify the efficiency of the rebate contract, and the larger the sales ratio, the greater the impact on the efficiency of the rebate contract. Finally, the paper analyzes the causes of "impulse" in automobile sales, and establishes the pricing strategy model of retailer's "impulse" stage. Through numerical analysis, it is concluded that retailer's profit is affected by price reduction, market demand and target return point in "impulse" stage. Retailers should combine these three factors to choose "impulse" timing and price reduction.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.471;F274

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