【摘要】：面對迅猛增長的電子商務業(yè)務,傳統(tǒng)零售業(yè)受到了不小的沖擊。不管是傳統(tǒng)零售企業(yè),還是新興電子商務企業(yè)的商業(yè)模式與發(fā)展業(yè)態(tài)發(fā)生了根本性變化,都需要對銷售模式和渠道結構進行深入研究,因此探索單一渠道模式或者多渠道模式對拉動內(nèi)需、促進傳統(tǒng)產(chǎn)業(yè)升級和增強國家競爭力,都具有十分重要的戰(zhàn)略意義。本文針對雙渠道商品零售問題展開研究,重點討論了在電子商務環(huán)境下零售商最優(yōu)的零售渠道結構選擇和不同雙渠道結構運營模式下的商品定價策略。首先,對市場中可能存在的傳統(tǒng)零售渠道、網(wǎng)上直銷渠道、線上線下相結合的雙渠道結構進行總結,以消費者效用理論、霍特林線性市場假設為基礎,考慮兩渠道相互競爭情況下商品定價領導權地位不平等,建立模型求解了不同零售渠道結構下的商品定價和市場均衡利潤問題,通過比較分析利潤的大小指出零售商最優(yōu)的商品零售模式是采用雙渠道零售。其次,在得出采用雙渠道零售模式為最優(yōu)后,針對雙渠道零售模式的運營策略進行分析,分別研究了集中式和分散式運營策略下商品的最優(yōu)定價和零售商獲得的利潤。在集中式運營策略下,基于傳統(tǒng)線性需求函數(shù),考慮消費者的渠道偏好、渠道轉移和交貨期等因素對需求的影響,構建了更符合實際情況的需求函數(shù),以兩渠道總利潤最大化為目標函數(shù),求解了兩渠道商品最優(yōu)價格和最優(yōu)交貨期,指出商品差異化定價還是統(tǒng)一定價取決于直銷渠道市場份額的大小,并深入剖析了各因素對商品價格和零售商總利潤造成的影響;在分散式運營策略下,基于消費者效用理論,以各渠道利潤分別最大化為目標函數(shù),主要研究了旅行成本、網(wǎng)上購物成本、兩渠道商品相似度、搭便車行為對商品差異化定價和統(tǒng)一化定價策略及各渠道利潤造成的影響,結果表明相似度小時差異化定價且傳統(tǒng)渠道商品價格要低,相似度大時統(tǒng)一定價。最后,運用數(shù)值算例來驗證模型理論分析的有效性,并闡述了其中原因,提出了零售商可以采取的應對措施。本文的研究成果為雙渠道零售商的運營決策提供了科學的理論支撐,具有應用推廣價值。
[Abstract]:In the face of the rapid growth of e-commerce business, the traditional retail industry has been not small impact. Whether traditional retail enterprises or new e-commerce enterprises have undergone fundamental changes in their business models and development patterns, it is necessary to conduct in-depth research on the sales model and channel structure. Therefore, it is of great strategic significance to explore the single channel mode or multi-channel mode to stimulate domestic demand, promote the upgrading of traditional industries and enhance the national competitiveness. In this paper, we focus on the choice of retailers' optimal retail channel structure in e-commerce environment and the commodity pricing strategy under different operating modes of dual-channel structure. First of all, the paper summarizes the traditional retail channels, online direct sales channels, and the combination of online and offline dual channel structure, which is based on the consumer utility theory and Hottlin linear market hypothesis. Considering the unequal position of commodity pricing leadership in the case of competition between the two channels, a model is established to solve the problem of commodity pricing and market equilibrium profit under different retail channel structures. By comparing and analyzing the profit, the author points out that the best retail mode for retailers is double channel retailing. Secondly, after getting the conclusion that the dual-channel retail mode is the best, the paper analyzes the operation strategy of the dual-channel retail model, and studies the optimal pricing of commodities and the profit of the retailer under the centralized and decentralized operation strategy respectively. Under the centralized operation strategy, based on the traditional linear demand function, considering the influence of the consumer's channel preference, channel transfer and delivery date on the demand, the demand function which is more in line with the actual situation is constructed. Taking the maximization of the total profit of the two channels as the objective function, the optimal price and the optimal delivery time of the commodities in the two channels are solved, and it is pointed out that the differential pricing or the unified pricing depends on the market share of the direct selling channel. It also deeply analyzes the influence of various factors on commodity prices and retailers' total profits. Under the decentralized operation strategy, based on the consumer utility theory, taking the maximization of profit of each channel as the objective function, this paper mainly studies the travel cost. The effects of online shopping cost, commodity similarity between two channels, free-rider behavior on commodity differential pricing, unified pricing strategy and profit of each channel are discussed. The results show that the similarity is small and the price of traditional channel commodity is low. Uniform pricing when similarity is high. Finally, numerical examples are used to verify the validity of the theoretical analysis of the model, and the reasons are expounded, and the countermeasures that can be taken by retailers are put forward. The research results of this paper provide a scientific theoretical support for the operation decision of dual-channel retailers and have the value of application and promotion.
【學位授予單位】：南京航空航天大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F713.36;F274

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