本文關(guān)鍵詞：雙渠道下制造商返利策略選擇與渠道協(xié)調(diào)合同設(shè)計　出處：《廈門大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 雙渠道 制造商返利 返利選擇 風(fēng)險規(guī)避 渠道協(xié)調(diào)

【摘要】：電子商務(wù)和第三方物流的快速發(fā)展,使得越來越多的制造商在傳統(tǒng)渠道的基礎(chǔ)上開設(shè)電子渠道,運用電子渠道與傳統(tǒng)零售渠道相結(jié)合的雙渠道分銷模式銷售產(chǎn)品以擴(kuò)大市場競爭力,這已經(jīng)成為眾多商家關(guān)注的首要問題之一。然而,這種雙渠道運營不僅加劇制造商與零售商之間的沖突,還導(dǎo)致電子渠道與傳統(tǒng)渠道之間的沖突。在電子商務(wù)銷售機(jī)會和巨大利潤面前,大部分的制造商都不愿意放棄電子渠道,而是不斷尋求與零售商的合作方式,設(shè)法消除與零售商的正面沖突以達(dá)到雙贏的局面。事實上,制造商返利是改善制造商和零售商合作關(guān)系的一種方式,通過返利可以激發(fā)零售商銷售的積極性,提高企業(yè)的運作效率。然而,在雙渠道環(huán)境下制造商返利策略的選擇不僅受到傳統(tǒng)渠道中制造商和零售商關(guān)系的影響,還受到電子渠道和傳統(tǒng)渠道關(guān)系的影響。所以,雙渠道下制造商返利策略的分析將更加復(fù)雜。鑒于這些,本論文對雙渠道下的制造商返利模式進(jìn)行研究。 首先,在顧客返利具有兌現(xiàn)成本的假設(shè)下,構(gòu)建了雙渠道下制造商和零售商之間的Stackelberg博弈模型,通過價格傳遞效率和制造商利潤最大化兩個方面對比制造商返利策略的選擇。研究結(jié)果表明,制造商開設(shè)電子渠道,通過降低電子渠道產(chǎn)品價格,能夠提高返利策略的價格傳遞；并且在雙渠道下制造商若基于價格傳遞效率來選擇返利策略,應(yīng)充分了解市場交叉彈性,在高交叉彈性下選擇銷售返利,低交叉彈性下選擇顧客返利；制造商若基于自身利益最大化選擇返利策略,高顧客兌換率下制造商將選擇銷售返利,低顧客兌換率下選擇顧客返利。 其次,通過引入零售商風(fēng)險規(guī)避,進(jìn)一步探討雙渠道下零售商風(fēng)險規(guī)避對制造商返利選擇的影響。研究發(fā)現(xiàn),雙渠道背景下制造商有效識別零售商的風(fēng)險規(guī)避態(tài)度能夠避免過度返利補償。此外,制造商無論從價格傳遞效率出發(fā)還是從自身利潤最大化出發(fā)選擇返利策略,在零售商低風(fēng)險規(guī)避時都應(yīng)選擇顧客返利,在零售商高風(fēng)險規(guī)避時應(yīng)選擇銷售返利,但兩種情形下基準(zhǔn)風(fēng)險規(guī)避度的閾值有所不同。 最后,基于兩部定價思想,探討在銷售返利和顧客返利下制造商雙渠道協(xié)調(diào)合同的設(shè)計。研究表明,兩部定價和服務(wù)補償合同的組合運用能夠?qū)崿F(xiàn)制造商返利策略(即銷售返利和顧客返利)下雙渠道供應(yīng)鏈有效協(xié)調(diào),但在銷售返利下需要對兩部定價合同進(jìn)行改進(jìn)。
[Abstract]:The rapid development of electronic commerce and the third party logistics, more and more manufacturers to open electronic channels based on traditional channels, the use of dual channel electronic channel and traditional retail channels combined the distribution pattern of sales product to expand market competitiveness, it has become one of the primary problems of many businesses concerned. However, this kind of dual channel operation not only aggravate the conflict between the manufacturer and the retailer, but also lead to conflicts between electronic channels and traditional channels. In the face of e-commerce sales opportunities and huge profits, most of the manufacturers are not willing to give up the electronic channels, but continue to seek cooperation with retailers, try to eliminate confrontation with retailers in order to achieve a win-win situation in fact., manufacturer rebate is a way to improve the cooperation between manufacturer and retailer, the retailer can stimulate the sales rebate The enthusiasm, improve the operational efficiency of the enterprise. However, the manufacturer rebate in dual channel environment selection is not only influenced by the relationship between manufacturers and retailers in the traditional channels, but also affected by the electronic channel and traditional channel relationship. Therefore, the dual channel manufacturers back analysis and strategy will be more complicated. In view of these studies. The thesis of the dual channel of manufacturer rebate.
First of all, the customer has cash rebate cost under the assumption that the constructed Stackelberg game model between the two channels of manufacturer and retailer, the price transmission efficiency and to maximize the profits of manufacturers are compared in two aspects of manufacturer rebate strategies. The results show that the manufacturers offering electronic channels, electronic channels by reducing the price of products, can improve the rebate the strategy of price transmission; and in the dual channel manufacturer if the price transfer efficiency to select rebate strategy based on cross elasticity should fully understand the market, choose a sales rebate in high cross elasticity, low cross elasticity rebate customer choice; if manufacturers to maximize their own interests selection strategy based on customer rebate, high exchange rate under the manufacturer will choose sales rebate, low customer exchange rate under customer rebates.
Secondly, through the introduction of risk averse retailer, to further explore the dual channel retailer under risk aversion impacts on the choice of manufacturer rebate. The study found that the dual channel under the background of risk averse retailer manufacturer identification to avoid excessive rebate compensation. In addition, manufacturers in terms of price transfer efficiency of choice or rebates from their own profit maximization based on low risk aversion retailers should choose customer rebates, retailers in high risk aversion should choose a sales rebate, but two case benchmark risk aversion thresholds are different.
Finally, the two part pricing based on the design of double channel coordination contract manufacturers in the rebate and consumer rebate. Research shows that the combination of the two pricing and service compensation contract can achieve manufacturer rebate policies (i.e. rebate and consumer rebate) effective coordination of dual channel supply chain, but under retailer rebate the two part pricing contract was improved.

【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F224.32;F713.3

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