本文關鍵詞： 雙渠道供應鏈 消費者退貨 質量差異化 定價策略 渠道策略 博弈論　出處：《南京理工大學》2017年碩士論文　論文類型：學位論文

【摘要】：隨著電子商務的快速發(fā)展,越來越多的制造商采取雙渠道模式進行銷售,如聯(lián)想、海爾等都在傳統(tǒng)分銷渠道的基礎上開辟網絡直銷渠道。然而,很多企業(yè)并沒有從雙渠道中獲得更多的利潤,而造成這一結果的重要原因之一就是直銷渠道過高的退貨率以及退貨產生的高額成本。基于此,本文研究存在消費者退貨時,直銷分銷并存的雙渠道供應鏈的最優(yōu)運營策略,分析消費者退貨以及消費者對直銷渠道的接受程度對制造商和零售商均衡決策以及渠道策略的影響。本文就一條由一個制造商和一個零售商組成的供應鏈構建動態(tài)規(guī)劃和動態(tài)博弈模型,基于消費者退貨,首先建立消費者更偏好零售渠道情況下的模型,通過比較制造商和零售商在單雙渠道模式下質量、定價等均衡決策和利潤,分析制造商和零售商的最優(yōu)定價和渠道策略。在該模型基礎上,考慮一種可替代模型,即消費者更偏好直銷渠道的情況。最后拓展到兩個渠道銷售不同質量的產品的情況,研究制造商和零售商的最優(yōu)定價和渠道策略。三個模型中我們重點關注消費者退貨率、消費者對直銷渠道的接受程度和消費者旅行成本對供應鏈成員均衡定價和渠道策略的影響。通過研究得出以下結論:(1)當消費者偏好零售渠道時,在不存在消費者旅行成本的情況下,當存在消費者退貨時,不能始終找到關于消費者對直銷渠道接受程度的"帕累托"區(qū)間。當存在消費者旅行成本時,在一定條件下,雙渠道模式下直銷渠道產生實際的需求,而且批發(fā)價格高于單零售渠道模式下的批發(fā)價格。(2)當消費者更偏好于直銷渠道時,產生了不同于消費者偏好零售渠道的渠道模式,即單直銷渠道模式,而不存在單零售渠道模式。研究結果表明,當存在消費者退貨時,制造商的渠道策略與消費者退貨率、消費者對直銷渠道的接受程度和直銷渠道的銷售成本有關。當消費者退貨率、消費者對直銷渠道的接受程度足夠高,直銷渠道的銷售成本足夠小時,制造商更偏好于單直銷模式;否則,制造商更偏好雙渠道模式。另外,對于零售商來說,始終偏好于雙渠道模式,盡管零售商利潤只占供應鏈總利潤很小的一部分。(3)制造商可以通過采取產品差異化的策略來消除消費者退貨率以及消費者對直銷渠道的接受程度對制造商和零售商的影響。研究結果表明,在一定條件下,產品差異化不僅對制造商有利,零售商也能從產品差異化策略中獲益,因此產品差異化可以提高供應鏈運作效率。以上研究對供應鏈成員企業(yè)的運營和營銷管理提供了決策參考,如企業(yè)的產品質量水平的選擇、渠道的定價決策以及渠道模式的選擇,企業(yè)可以采取措施降低消費者退貨率和提高消費者對渠道的偏好、采取產品差異化策略等。
[Abstract]:With the rapid development of electronic commerce, more and more manufacturers adopt the dual channel mode to sell, such as Lenovo, Haier, etc. Many enterprises do not get more profit from the two channels, and one of the important reasons for this result is the high return rate and the high cost of return in direct selling channels. The optimal operation strategy of the double-channel supply chain with the coexistence of direct selling and distribution, This paper analyzes the influence of consumers' return of goods and consumers' acceptance of direct selling channels on the equilibrium decision and channel strategy of manufacturers and retailers. This paper constructs a supply chain composed of one manufacturer and one retailer. State programming and dynamic game model, Based on the return of goods, first of all, the model of consumers' preference for retail channels is established. By comparing the quality and pricing decisions and profits of manufacturers and retailers in single and double channel mode, This paper analyzes the optimal pricing and channel strategy of manufacturers and retailers. On the basis of this model, an alternative model is considered, that is, consumers prefer direct selling channels. We study the optimal pricing and channel strategy of manufacturers and retailers. In the three models, we focus on the return rate of consumers. The influence of consumers' acceptance of direct marketing channels and consumer travel costs on equilibrium pricing and channel strategies of supply chain members. The following conclusions are drawn: 1) when consumers prefer retail channels, In the absence of consumer travel costs, when there is a consumer return, a "Pareto" range on the consumer's acceptance of direct marketing channels cannot always be found. When there is a consumer travel cost, under certain conditions, When consumers prefer direct marketing channels, there is a different channel mode, which is different from consumers' preference for retail channels, and the wholesale price is higher than the wholesale price in single retail channel mode, when consumers prefer direct marketing channels, there is a different channel mode, which is different from consumers' preference for retail channels. The results show that, when there is a consumer return, the manufacturer's channel strategy and consumer return rate, The degree of acceptance of direct marketing channels by consumers is related to the sales costs of direct marketing channels. When the return rate of consumers and the acceptance of direct marketing channels by consumers are high enough, the sales costs of direct marketing channels are sufficient for hours. Manufacturers prefer the single direct selling mode; otherwise, the manufacturer prefers the dual channel mode. In addition, for retailers, they always prefer the dual channel mode. Although retailer profits account for only a small part of the total profit in the supply chain, manufacturers can eliminate the return rate of consumers and their acceptance of direct selling channels to manufacturers and retailers by adopting product differentiation strategies. The effect of quotient. Under certain conditions, product differentiation not only benefits the manufacturer, but also the retailer can benefit from the product differentiation strategy. Therefore, product differentiation can improve the efficiency of supply chain operation. The above research provides a decision reference for the operation and marketing management of supply chain member enterprises, such as the choice of product quality level. With the decision of pricing and the choice of channel mode, enterprises can take measures to reduce the rate of return of goods to consumers, to increase consumers' preference for channels, and to adopt product differentiation strategies.
【學位授予單位】：南京理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274

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