基于策略消费者的退货产品再销售渠道选择研究
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摘要
针对退货产品再销售渠道选择问题,基于策略消费者延迟购买行为,构建了消费者效用需求函数,从制造商视角,考虑了制造商直销和清理商分销两种再销售渠道,通过对比分析不同决策下制造商的利润,得到不同条件下退货产品再销售的最优渠道。研究表明:策略消费者比例、策略消费者折扣估值系数决定清理商分销渠道是否存在;在保证其存在的前提下,当策略消费者折扣估值系数在某区间内时,若清理商分销渠道相对制造商直销渠道的分销效率偏小,制造商选择清理商分销渠道,若清理商分销渠道相对制造商直销渠道的分销效率偏大,制造商选择直销渠道。
In view of the choice of resale channels for return products,this paper constructs a consumer utility demand function based on strategy consumers' delayed purchase behavior. From the perspective of manufacturer,considering two kinds of resale channels of manufacturer's direct selling and distributor distribution,it gets under the different conditions of returned products and then sells the best channels by comparing and analyzing the profit of manufacturers under different decisions.Results show that,the ratio of strategic consumer and the coefficient of policy consumer discount determine the existence of the distributor's distribution channel. If the discount coefficient of the strategic consumer is in a certain interval,the distribution efficiency of the distributor distribution channel is smaller than that of the manufacturer. If the distributors' distribution channels are more efficient than the manufacturers ' direct selling channels,manufacturers will choose direct selling channels.
In view of the choice of resale channels for return products,this paper constructs a consumer utility demand function based on strategy consumers' delayed purchase behavior. From the perspective of manufacturer,considering two kinds of resale channels of manufacturer's direct selling and distributor distribution,it gets under the different conditions of returned products and then sells the best channels by comparing and analyzing the profit of manufacturers under different decisions.Results show that,the ratio of strategic consumer and the coefficient of policy consumer discount determine the existence of the distributor's distribution channel. If the discount coefficient of the strategic consumer is in a certain interval,the distribution efficiency of the distributor distribution channel is smaller than that of the manufacturer. If the distributors' distribution channels are more efficient than the manufacturers ' direct selling channels,manufacturers will choose direct selling channels.
引文
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[20]毛照昉,王方圆.基于消费者行为和估值折扣差异的易逝品两期定价决策研究[J].管理学报,2017,14(3):441-450.
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[2]张福利,张燕,徐小林.基于战略顾客行为的零售商退货策略研究[J].管理科学学报,2017,20(11):100-113.
[3]Inditex旗下品牌服装尾货和过季商品授权新合作瑞通公司中国地区独家经销[EB/OL].[2018-43].http://news.163.com/16/1209/14/C7RPO1JU00014JB5.html,2016-12-09.
[4]唯品会入驻合作简要说明[EB/OL].http://www.siilu.com/20141226/119548.shtml,2014-12-26.2018-14-03.
[5]Tsay A A,Agrawal N.Channel Conflict and Coordination in the E‐Commerce Age[J].Production&Operations Management,2004,13(1):93-110.
[6]赵连霞,程明宝.基于制造商销售渠道选择的供应链定价策略研究[J].系统工程理论与实践,2016,36(9):2310-2319.
[7]郑本荣,杨超,杨珺,等.闭环供应链的销售渠道选择与协调策略研究[J].系统工程理论与实践,2016,36(5):1180-1192.
[8]刘汉进,范小军,陈宏民.零售商价格领导权结构下的双渠道定价策略研究[J].中国管理科学,2015,23(6):91-98.
[9]卢荣花,李南.电子产品闭环供应链回收渠道选择研究[J].系统工程理论与实践,2016,36(7):1687-1695.
[10]李明芳.竞争环境下制造商网络渠道选择演化博弈分析[J].软科学,2016,30(8):113-118.
[11]聂佳佳,王琦君,李增禄.存在推介情形下制造商销售渠道策略选择研究[J].软科学,2018(2):119-123.
[12]孙自来,王旭坪,阮俊虎,等.考虑直销成本和平台交易费的制造商销售模式选择[J].管理学报,2018(1):111-117.
[13]申成然,熊中楷,晏伟.网络比价行为下双渠道定价及协调策略研究[J].中国管理科学,2014,22(1):84-93.
[14]石纯来,聂佳佳,穆艳芬.网络比价下风险规避对制造商渠道选择的影响[J].工业工程与管理,2016,21(6):53-59.
[15]许垒,李勇建.考虑消费者行为的供应链混合销售渠道结构研究[J].系统工程理论与实践,2013,33(7):1672-1681.
[16]田林,徐以汎.基于顾客行为的企业动态渠道选择与定价策略[J].管理科学学报,2015,18(8):39-51.
[17]Aviv Y,Pazgal A.Optimal Pricing of Seasonal Products in the Presence of Forward-Looking Consumers[M].INFORMS,2008.
[18]Akcay Y,Boyacix T,Zhang D.Selling with Money-Back Guarantees:The Impact on Prices,Quantities,and Retail Profitability[J].Production&Operations Management,2013,22(4):777-791.
[19]陈军,赖信,何圆.基于市场细分的双渠道供应链决策模型[J].运筹与管理,2013(5):69-77.
[20]毛照昉,王方圆.基于消费者行为和估值折扣差异的易逝品两期定价决策研究[J].管理学报,2017,14(3):441-450.
[21]Su X,Zhang F.On the Value of Commitment and Availability Guarantees When Selling to Strategic Consumers[J].Social Science E-lectronic Publishing,2009,55(5):713-726.