本文選題：第三方物流　切入點(diǎn)：運(yùn)輸定價(jià)策略　出處：《上海交通大學(xué)》2014年碩士論文

【摘要】：近年來隨著現(xiàn)代物流產(chǎn)業(yè)在中國的迅速發(fā)展,國內(nèi)的第三方物流企業(yè)數(shù)量呈現(xiàn)幾何級增長的態(tài)勢,然而另一方面,金融危機(jī)給世界經(jīng)濟(jì)帶來的沖擊使得各行業(yè)對物流服務(wù)的需求不增反跌。在這種背景下,物流企業(yè)的運(yùn)輸資源富余情況越發(fā)嚴(yán)重,運(yùn)輸成本的提高與不斷萎縮的市場需求困擾著眾多物流企業(yè),大批物流企業(yè)在殘酷的價(jià)格戰(zhàn)中入不敷出,瀕臨倒閉,也影響了物流行業(yè)的健康發(fā)展。運(yùn)輸企業(yè)應(yīng)當(dāng)改變傳統(tǒng)的按成本來定價(jià)的思路,實(shí)行價(jià)格歧視的定價(jià)策略,通過分析客戶的需求數(shù)據(jù),界定協(xié)議客戶與自由客戶,對其設(shè)定不同的價(jià)格,并提供差別化的服務(wù)策略,以期使運(yùn)輸企業(yè)的收益達(dá)到最優(yōu)。物流企業(yè)的客戶市場細(xì)分是實(shí)施價(jià)格歧視策略的前提,可以采用層次分析法分析物流企業(yè)客戶的需求特點(diǎn)和對運(yùn)輸企業(yè)收益的貢獻(xiàn)度,并根據(jù)符合行業(yè)情況的細(xì)分標(biāo)準(zhǔn)來對客戶進(jìn)行細(xì)分,并進(jìn)一步劃定協(xié)議客戶與自由客戶兩類客戶群。通過對典型的運(yùn)輸服務(wù)定價(jià)方法的弊端進(jìn)行分析,進(jìn)一步深入分析了影響定價(jià)的各種因素后,本研究建議物流企業(yè)在定價(jià)時(shí)不能只考慮成本因素,還要考慮客戶的需求、客戶對企業(yè)的評價(jià)以及同行企業(yè)間的競爭情況。本文提出將不完全信息狀態(tài)下的價(jià)格博弈模型一貝葉斯伯川德價(jià)格模型作為基本模型,并通過引入物流企業(yè)評價(jià)因子對模型做了進(jìn)一步改進(jìn),使該定價(jià)模型更具有實(shí)用性。再者,本文還創(chuàng)造性地提出針對自由客戶的定價(jià)模型。該模型引入市場平均服務(wù)價(jià)格這一變量,并在此基礎(chǔ)上再導(dǎo)入價(jià)格調(diào)整變量,結(jié)合已知的需求彈性系數(shù)列出收益方程,通過對方程中價(jià)格調(diào)整變量求導(dǎo)即得到該變量的取值公式,并最終得到服務(wù)定價(jià)。上述兩種動態(tài)博弈定價(jià)模型都以運(yùn)輸收益最大化為目標(biāo)。最后,通過企業(yè)案例實(shí)際驗(yàn)證了模型的有效性和實(shí)用性。因此,本研究提出的定價(jià)模型可以為第三方物流企業(yè)在激烈競爭的市場環(huán)境下的運(yùn)輸服務(wù)價(jià)格確定提供理論依據(jù)。
[Abstract]:In recent years, with the rapid development of modern logistics industry in China, the number of third party logistics enterprises in China presents a geometric growth trend, but on the other hand, The impact of the financial crisis on the world economy has led to a decline in the demand for logistics services in various industries. In this context, the surplus of transportation resources of logistics enterprises is becoming more and more serious. The increase of transportation cost and the ever-shrinking market demand haunt many logistics enterprises. A large number of logistics enterprises are on the verge of closing down in the cruel price war. It also affects the healthy development of logistics industry. Transportation enterprises should change the traditional way of pricing by cost, carry out pricing strategy of price discrimination, analyze customer demand data, define agreement customer and free customer. It sets different prices and provides differential service strategies in order to optimize the profit of transportation enterprises. The customer market segmentation of logistics enterprises is the premise of implementing price discrimination strategy. Analytic hierarchy process (AHP) can be used to analyze the demand characteristics of logistics enterprise customers and their contribution to transportation enterprises' income, and to subdivide customers according to the subdivision standards in accordance with the industry conditions. Through the analysis of the disadvantages of the typical pricing methods of transportation services, after further analyzing the various factors that affect pricing, This study suggests that logistics enterprises should not only consider the cost factor, but also consider the customer's demand when pricing. This paper puts forward the price game model-Bayes Bertrand price model under incomplete information as the basic model. The model is further improved by introducing logistics enterprise evaluation factor to make the pricing model more practical. This paper also creatively puts forward a pricing model for free customers, which introduces the market average service price as a variable, and then introduces the price adjustment variable, and sets out the return equation combining with the known demand elasticity coefficient. Through the derivation of the price adjustment variable in the equation, the value formula of the variable is obtained, and finally the service pricing is obtained. Both of the above two dynamic game pricing models aim at maximizing the transport revenue. Finally, The effectiveness and practicability of the model are verified by a case study. Therefore, the proposed pricing model can provide a theoretical basis for the pricing of transportation services in the competitive market environment of third-party logistics enterprises.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F259.23

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本文編號：1662689