B2C模式下多渠道价格与库存策略研究
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摘要
随着Internet和电子商务技术的不断发展,消费者观念和消费方式逐渐转变,电子商务成为一种独立的分销渠道和商务模式,使供应链分销渠道结构发生变化,出现了诸如电子直销、间接渠道、混合渠道等新渠道结构并在企业实践中得到广泛应用。电子商务的出现扩展了分销渠道的范围,为消费者提供了全新的消费模式,使分销渠道结构趋于扁平化,渠道效率得到提高,渠道成本得以降低。本文分析了电子商务带来的渠道结构变革的新特点,提出了电子商务环境下渠道结构演变出的新结构,研究了B2C电子商务模式下多渠道均衡结构,同时针对提出的不同渠道结构下的价格和库存运作策略进行了研究。研究工作主要体现在以下四个方面：
(1)针对B2C电子商务环境下供应链多渠道分销系统研究现状进行了全面的综述,主要从多渠道环境下需求函数的描述、多渠道结构安排和价格竞争、多渠道协调与冲突、多渠道运作管理等几个方面进行了全面综述,指出了电子商务对传统渠道带来变革和演变的特征,提出了电子商务环境下供应链渠道结构演变出来的新渠道结构模式。
(2)研究了制造商开辟电子渠道采取混合渠道的均衡结构及价格策略。通过建立模型分析了制造商开辟电子渠道引起渠道冲突的条件和内在原因,指出了电子商务环境下制造商的最优渠道策略为采取混合双渠道策略。同时发现制造商采取双渠道在一定条件下,会使零售商的利润受到损害,引起渠道冲突,针对冲突设计了基于转移支付的协调机制实现了双渠道冲突的协调。虽然这种协调机制理论上存在,但是在实践上实施还存在一定的难度。因此文中考虑为了减少渠道冲突,制造商实践上可采取的三种不同价格策略,分析了不同价格策略下的利润情况,获得了制造商最优的价格策略。
(3)研究了B2C电子商务环境下零售渠道均衡结构及价格策略。一方面运用博弈论建立模型研究了在位传统零售商与电子商务零售商进入电子市场展开竞争的市场均衡结构和价格竞争问题,结果表明无论在位零售商还是电子商务零售商单独开辟电子市场都能使自己收益,唯一的市场均衡结构就是电子商务零售商和传统零售商同时行动,进入电子市场展开竞争,达到纳什均衡。另一方面考查了传统零售商和电子商务零售商在Bertrand和Stackelberg两种价格竞争策略情况下的均衡价格和利润,并通过实际数字算例进行了验证。数字结果表明,面对电子商务零售商的竞争,传统在位零售商会选择优先行动的Stackelberg价格竞争策略,这样会使自己的收益更大。
(4)电子商务环境下多渠道库存运作策略。考虑电子市场三种不同库存运作模式：制造商开辟电子渠道,生产商和零售商各自持有库存以满足不同渠道消费者的需求；制造商开辟电子渠道,而只有零售商持有库存,两种渠道的需求均由零售商库存来满足；零售商开辟电子渠道,电子渠道订单由零售商来配送三种模式。利用报童模型建立模型研究了生产商和零售商的最优库存策略,最后通过数值实验分析了需求不确定性程度对生产商、零售商最优库存的影响。同时考虑了随机需求下,制造商生产产品,零售商负责销售产品的同时从消费者手中回收废旧品的闭环供应链多渠道协调问题,提出了一种新的协调契约——收入—费用分享契约,实现了闭环供应链的协调问题。
最后,总结了本文的主要研究结论,提出了进一步研究的方向。
With development of Internet and E-Business, consumers' perspective and consuming manner are changing gradually. E-Business, as independent retailing channel and business mode, it made supply chain distribution channel start to change, such as emergence of E-Direct channel, Indirect channel, Hybrid channel etc, and all these new ways were widely implemented in corporations'practice. The emergence of E-Business expand the range of retailing channel, it offered consumers totally new consuming mode. It also flatted the structure of retailing channel, enhanced the channels' efficiency and lowered the cost of channel. This paper analyzed the new characteristics of channel structure's revolution which E-Business created. The paper presented new structure of channel structure's evolution in E-Business environment. It also studied multi-channel structure in B2C E-commerce. Meanwhile the paper also carried out study on price and inventory operation strategy in various channel structure. This research was presented in four main categories:
(1)Research had comprehensive description on supply-chain multi-channel's distribution system in B2C E-Business environment. Description started from demand function in multi-channel environment. General description also covered multi-channel structure arrangement, price competition, coordination and conflict of multi-channel, and channel operation management etc. It pointed out characteristics of revolution and evolution which E-Business brought to traditional channel. The research also presented new channel mode which evolved from Supply-chain channel structure in E-Business environment.
(2) The paper also studied hybrid channel equilibrium structure and price strategy that manufacturer implemented when they explored E-channel. It also set up certain model to analyze condition and internal reasons that caused channel conflict when manufacturer explored E-market. The paper presented manufacturers' optimum channel strategy is dual-channel hybrid strategy in E-Business Environment. Meanwhile it was found out that in certain conditions when manufacturers implement dual-channel, it may damage retailers' profit and cause channel conflict. Focusing on such conflict, the papar designed coordination system which based on transfer payment, and achieved coordination of dual-channel conflict. However this coordination mechanism exists theoretically, there're certain difficulties during implementation process. So with considering minimizing channel conflict in the article, manufacturers would take three various price strategies practically. After analyzing profit situation in various price strategies, manufacturers'optimum price strategy was achieved.
(3) The problem of retailing channel structure equilibrium and price strategy based on E-market's is researched. By implementing GAME theory, model was set up to analyze market equilibrium structure and price competition problems that existent traditional retailers and E-Business retailers started to compete to each other when they entered E-market. Equilibrium result showed no matter existent retailers or E-Businessmen, they all could make profit by exploring E-market individually. The only market equilibrium of two parties' simultaneous competition is E-Businessmen enter E-market to compete with traditional retailers' channel, and achieve Nash equilibrium. On the other hand, examining equilibrium price and profit of traditional retailers and E-Businessmen under Bertrand and Stackelberg two various price competition, the paper provided proof for it by practical data. The result of data indicated that traditional retailers would choose pre-active price competition strategy of Stackelberg when they face competition from E-Businessmen. Such activity would achieve more profit.
(4)Multi-channel inventory operation strategy in e-market environment is also studied. Considering E-market's three various inventory operation ways:manufacturers explored E-channel, manufacturers and retailers had different inventories in order to satisfy various channels' consumers' needs; only retailers had inventory, both channels' needs were satisfied by retailers' inventory; retailers explored E-channel, E-channel's orders were assigned by retailers. By using Newsboy model, a model was set up to analyze manufacturers' and retailers' optimum inventory strategy. Finally, the paper analyzed influence of demand's uncertainty level on manufacturers and retailers' optimum inventory by numeral exam. Meanwhile after considering random needs, manufacturers produce products, retailers were responsible to sell products and recycled products from consumers. It was exactly the multi-channel coordination problem which is forward sales and backward recycling as a whole. It presented a new coordination contract, which is revenue-cost sharing contract. It realized coordination problems of closed supply chain.
Finally, the paper made a conclusion on research, and also presented further orientation of future research.
(1)针对B2C电子商务环境下供应链多渠道分销系统研究现状进行了全面的综述,主要从多渠道环境下需求函数的描述、多渠道结构安排和价格竞争、多渠道协调与冲突、多渠道运作管理等几个方面进行了全面综述,指出了电子商务对传统渠道带来变革和演变的特征,提出了电子商务环境下供应链渠道结构演变出来的新渠道结构模式。
(2)研究了制造商开辟电子渠道采取混合渠道的均衡结构及价格策略。通过建立模型分析了制造商开辟电子渠道引起渠道冲突的条件和内在原因,指出了电子商务环境下制造商的最优渠道策略为采取混合双渠道策略。同时发现制造商采取双渠道在一定条件下,会使零售商的利润受到损害,引起渠道冲突,针对冲突设计了基于转移支付的协调机制实现了双渠道冲突的协调。虽然这种协调机制理论上存在,但是在实践上实施还存在一定的难度。因此文中考虑为了减少渠道冲突,制造商实践上可采取的三种不同价格策略,分析了不同价格策略下的利润情况,获得了制造商最优的价格策略。
(3)研究了B2C电子商务环境下零售渠道均衡结构及价格策略。一方面运用博弈论建立模型研究了在位传统零售商与电子商务零售商进入电子市场展开竞争的市场均衡结构和价格竞争问题,结果表明无论在位零售商还是电子商务零售商单独开辟电子市场都能使自己收益,唯一的市场均衡结构就是电子商务零售商和传统零售商同时行动,进入电子市场展开竞争,达到纳什均衡。另一方面考查了传统零售商和电子商务零售商在Bertrand和Stackelberg两种价格竞争策略情况下的均衡价格和利润,并通过实际数字算例进行了验证。数字结果表明,面对电子商务零售商的竞争,传统在位零售商会选择优先行动的Stackelberg价格竞争策略,这样会使自己的收益更大。
(4)电子商务环境下多渠道库存运作策略。考虑电子市场三种不同库存运作模式：制造商开辟电子渠道,生产商和零售商各自持有库存以满足不同渠道消费者的需求；制造商开辟电子渠道,而只有零售商持有库存,两种渠道的需求均由零售商库存来满足；零售商开辟电子渠道,电子渠道订单由零售商来配送三种模式。利用报童模型建立模型研究了生产商和零售商的最优库存策略,最后通过数值实验分析了需求不确定性程度对生产商、零售商最优库存的影响。同时考虑了随机需求下,制造商生产产品,零售商负责销售产品的同时从消费者手中回收废旧品的闭环供应链多渠道协调问题,提出了一种新的协调契约——收入—费用分享契约,实现了闭环供应链的协调问题。
最后,总结了本文的主要研究结论,提出了进一步研究的方向。
With development of Internet and E-Business, consumers' perspective and consuming manner are changing gradually. E-Business, as independent retailing channel and business mode, it made supply chain distribution channel start to change, such as emergence of E-Direct channel, Indirect channel, Hybrid channel etc, and all these new ways were widely implemented in corporations'practice. The emergence of E-Business expand the range of retailing channel, it offered consumers totally new consuming mode. It also flatted the structure of retailing channel, enhanced the channels' efficiency and lowered the cost of channel. This paper analyzed the new characteristics of channel structure's revolution which E-Business created. The paper presented new structure of channel structure's evolution in E-Business environment. It also studied multi-channel structure in B2C E-commerce. Meanwhile the paper also carried out study on price and inventory operation strategy in various channel structure. This research was presented in four main categories:
(1)Research had comprehensive description on supply-chain multi-channel's distribution system in B2C E-Business environment. Description started from demand function in multi-channel environment. General description also covered multi-channel structure arrangement, price competition, coordination and conflict of multi-channel, and channel operation management etc. It pointed out characteristics of revolution and evolution which E-Business brought to traditional channel. The research also presented new channel mode which evolved from Supply-chain channel structure in E-Business environment.
(2) The paper also studied hybrid channel equilibrium structure and price strategy that manufacturer implemented when they explored E-channel. It also set up certain model to analyze condition and internal reasons that caused channel conflict when manufacturer explored E-market. The paper presented manufacturers' optimum channel strategy is dual-channel hybrid strategy in E-Business Environment. Meanwhile it was found out that in certain conditions when manufacturers implement dual-channel, it may damage retailers' profit and cause channel conflict. Focusing on such conflict, the papar designed coordination system which based on transfer payment, and achieved coordination of dual-channel conflict. However this coordination mechanism exists theoretically, there're certain difficulties during implementation process. So with considering minimizing channel conflict in the article, manufacturers would take three various price strategies practically. After analyzing profit situation in various price strategies, manufacturers'optimum price strategy was achieved.
(3) The problem of retailing channel structure equilibrium and price strategy based on E-market's is researched. By implementing GAME theory, model was set up to analyze market equilibrium structure and price competition problems that existent traditional retailers and E-Business retailers started to compete to each other when they entered E-market. Equilibrium result showed no matter existent retailers or E-Businessmen, they all could make profit by exploring E-market individually. The only market equilibrium of two parties' simultaneous competition is E-Businessmen enter E-market to compete with traditional retailers' channel, and achieve Nash equilibrium. On the other hand, examining equilibrium price and profit of traditional retailers and E-Businessmen under Bertrand and Stackelberg two various price competition, the paper provided proof for it by practical data. The result of data indicated that traditional retailers would choose pre-active price competition strategy of Stackelberg when they face competition from E-Businessmen. Such activity would achieve more profit.
(4)Multi-channel inventory operation strategy in e-market environment is also studied. Considering E-market's three various inventory operation ways:manufacturers explored E-channel, manufacturers and retailers had different inventories in order to satisfy various channels' consumers' needs; only retailers had inventory, both channels' needs were satisfied by retailers' inventory; retailers explored E-channel, E-channel's orders were assigned by retailers. By using Newsboy model, a model was set up to analyze manufacturers' and retailers' optimum inventory strategy. Finally, the paper analyzed influence of demand's uncertainty level on manufacturers and retailers' optimum inventory by numeral exam. Meanwhile after considering random needs, manufacturers produce products, retailers were responsible to sell products and recycled products from consumers. It was exactly the multi-channel coordination problem which is forward sales and backward recycling as a whole. It presented a new coordination contract, which is revenue-cost sharing contract. It realized coordination problems of closed supply chain.
Finally, the paper made a conclusion on research, and also presented further orientation of future research.
引文
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