基于损失偏好的双渠道在线折扣销售策略研究
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摘要
垄断销售商提供网络渠道优惠价格折扣并通过双渠道销售给损失中立和损失厌恶型两类消费者,本文首先考虑了两类消费者的渠道选择策略以及损失厌恶型消费者对销售商的最优收益与定价的影响,其次研究了销售商在三种折扣水平下的定价策略及其期望收益的差异,研究结果表明损失厌恶型消费者的行为对销售商集中与分散决策下最优收益产生负面影响,销售商的渠道选择受价格和消费者对网络渠道接受度的双重影响,最后具体讨论了价格和网络渠道接受度对不同折扣水平下销售商期望收益差异的影响机理并给出了具体的商业案例与分析结果.
Assuming a monopoly seller sells his products to consumers, who are divided into loss neutral and loss averse ones, via physical or online shop and who provides online price discounts. Firstly, the channel selection strategies for different consumers and the effects of loss averse consumers on the seller's optimal profits are considered. Numerical results illustrate that loss averse consumers have negative impacts on the seller's optimal revenue. Secondly, the expected profit differences among different discounts situations are analyzed, and the results show that the channel selection of the seller is influenced by the price and the consumers' acceptance degree for online sales channel. Finally, the mechanism of how the price and consumers' acceptance degree affect the expected profit differences among different price discount situations are discussed, and a business case and its analysis are given.
Assuming a monopoly seller sells his products to consumers, who are divided into loss neutral and loss averse ones, via physical or online shop and who provides online price discounts. Firstly, the channel selection strategies for different consumers and the effects of loss averse consumers on the seller's optimal profits are considered. Numerical results illustrate that loss averse consumers have negative impacts on the seller's optimal revenue. Secondly, the expected profit differences among different discounts situations are analyzed, and the results show that the channel selection of the seller is influenced by the price and the consumers' acceptance degree for online sales channel. Finally, the mechanism of how the price and consumers' acceptance degree affect the expected profit differences among different price discount situations are discussed, and a business case and its analysis are given.
引文
[1] Chiang W K, Chhajed D, Hess J D. Direct marketing, indirect profits:A strategic analysis of dual-channel supply-chain design.Management Science, 2003, 49(1):1–20.
[2] Chen J, Zhang H, Sun Y. Implementing coordination contracts in a manufacturer Stackelberg dual-channel supply chain. Omega:The International Journal of Management Science, 2012, 40(5):571–583.
[3] Chiang W K, Monahan G E. Managing inventories in a two-echelon dual-channel supply chain. European Journal of Operational Research, 2005, 162(2):325–341.
[4] Lu Q H, Liu N. Effects of e-commerce channel entry in a two-echelon supply chain:A comparative analysis of single-and dualchannel distribution systems. International Journal Production Economics, 2015, 165(7):100–111.
[5] Yao D Q, Liu J. Competitive pricing of mixed retail and e-tail distribution channels. Omega:The International Journal of Management Science, 2005, 33(3):235–247.
[6] Yue X H, Liu J. Demand forecast sharing in a dual-channel supply chain. European Journal Operations Research, 2006, 174(1):646–667.
[7] Cai G S, Zhang Z G, Zhang M. Game theoretical perspectives on dual-channel supply chain competition with price discounts and pricing schemes. International Journal of Production Economics, 2009, 117(1):80–96.
[8]肖剑,但斌,张旭梅.双渠道供应链中制造商与零售商的服务合作定价策略.系统工程理论与实践, 2010, 30(12):2204–2211.Xiao J, Dan B, Zhang X M. Service cooperation pricing strategy between manufacturers and retailers in dual-channel supply chain.Systems Engineering:Theory&Practice, 2010, 30(12):2204–2211.(in Chinese)
[9]赵礼强,徐家旺.基于电子市场的供应链双渠道冲突与协调的契约设计.中国管理科学, 2014, 22(5):61–68.Zhao L Q, Xu J W. Contract design for coordination conflict of dual channels supply chain based on emarket. Chinese Journal of Mannagement Science, 2014, 22(5):61–68.(in Chinese)
[10]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.中国管理科学, 2014, 22(1):85–93.Shen C R, Xiong Z K, Yan W. Pricing and coordination research of dual-channel supply chain under price comparision. Chinese Journal of Mannagement Science, 2014, 22(1):85–93.(in Chinese)
[11]盛昭瀚,徐峰.地区差异化背景下制造商双渠道定价策略研究.管理科学学报, 2010, 13(6):1–10.Sheng Z H, Xu F. Study on manufacturer’s pricing strategy with dual-channel based on regional gap background. Journal of Management Sciences in China, 2010, 13(6):1–10.(in Chinese)
[12]但斌,徐广业,张旭梅.电子商务环境下双渠道供应链协调的补偿策略研究.管理工程学报, 2012, 26(1):125–130.Dan B, Xu G Y, Zhang X M. A compensation strategy for coordinating dual-channel supply chains in ecommerce. Journal of Industrial Engineering and Engineering Management, 2012, 26(1):125–130.(in Chinese)
[13]范小军,刘虎沉.基于消费者在线渠道接受差异的双渠道定价策略.系统管理学报, 2015, 24(3):413–420.Fan X J, Liu H C. Dual channel pricing strategy based on the acceptance difference of online channels. Journal of Systems and Management, 2015, 24(3):413–420.(in Chinese)
[14]黄宗盛,聂佳佳,赵映雪.基于消费者满意的双渠道销售商退款保证策略研究.中国管理科学, 2016, 24(2):61–68.Huang Z S, Nie J J, Zhao Y X. The choice of money-back guarantees of dual-channel retailer. Chinese Journal of Mannagement Science, 2016, 24(2):61–68.(in Chinese)
[15]曹晓刚,郑本荣,闻卉.考虑顾客偏好的双渠道闭环供应链定价与协调决策.中国管理科学, 2015, 23(6):107–117.Cao X G, Zheng B R, Wen H. Pricing and coordination decision of the dual channel closed-loop supply chain considering the customer preference. Chinese Journal of Mannagement Science, 2015, 23(6):107–117.(in Chinese)
[16]陈远高,刘南.存在差异性产品的双渠道供应链协调研究.管理工程学报, 2011, 25(2):239–244.Chen Y G, Liu N. Coordination of dual-channel supply chain under product differentiation. Journal of Industrial Engineering and Engineering Management, 2011, 25(2):239–244.(in Chinese)
[17]陈树桢,熊中楷,李根道,等.考虑创新补偿的双渠道供应链协调机制研究.管理工程学报, 2011, 25(2):45–53.Chen S Z, Xiong Z K, Li G D, et al. Contract design for a dual-channnel supply chain coordination with incentive compensation.Journal of Industrial Engineering&Engineering Management, 2011, 25(2):45–53.(in Chinese)
[18]刘家国,周笛,刘咏梅,等.搭便车行为影响下制造商渠道选择研究.系统工程学报, 2014, 29(6):813–823.Liu J G, Zhou D, Liu Y M, et al. Research on manufacturer’s channal selection based on free-riding. Journal of Systems Engneering,2014, 29(6):813–823.(in Chinese)
[19]熊中楷,李根道,唐颜昌,等.网络环境下考虑动态定价的渠道协调问题研究.管理工程学报, 2007, 21(3):49–55.Xiong Z K, Li G D, Tang Y C, et al. Research on channel coordination problem on the internet with dynamic pricing. Journal of Industrial Engineering and Engineering Management, 2007, 21(3):49–55.(in Chinese)
[20] Zhao X Y, Stecke K E. Preorders for new to be released products considering consumer loss aversion. Production Operation Management, 2010, 19(2):198–215.
[21] Abdellaoui M, Bleichrodt H, Paraschiv C. Loss aversion under prospect theory:A parameter free measurement. Management Science, 2007, 53(10):1659–1674.
[22] Blavatskyy P R. Loss aversion. Economic Theory, 2011, 46(1):127–148.
[23] Won E J S. The effect of consumer’s loss aversion on pioneering advantage. International Journal of Management Science, 2011,17(1):1–18.
[24] Kim S H, Lee J H. Firm behavior under consumer loss aversion. Seoul Journal of Economics, 2014, 27(2):171–186.
[25] Wang C X, Webster S. The loss-averse newsvendor problem. Omega:The International Journal of Management Science, 2009,37(1):93–105.
[26] Ma S S, Lin J, Zhao X. Online store discount strategy in the presence of consumer loss aversion. International Journal Production Economics, 2016, 171(1):1–7.
[2] Chen J, Zhang H, Sun Y. Implementing coordination contracts in a manufacturer Stackelberg dual-channel supply chain. Omega:The International Journal of Management Science, 2012, 40(5):571–583.
[3] Chiang W K, Monahan G E. Managing inventories in a two-echelon dual-channel supply chain. European Journal of Operational Research, 2005, 162(2):325–341.
[4] Lu Q H, Liu N. Effects of e-commerce channel entry in a two-echelon supply chain:A comparative analysis of single-and dualchannel distribution systems. International Journal Production Economics, 2015, 165(7):100–111.
[5] Yao D Q, Liu J. Competitive pricing of mixed retail and e-tail distribution channels. Omega:The International Journal of Management Science, 2005, 33(3):235–247.
[6] Yue X H, Liu J. Demand forecast sharing in a dual-channel supply chain. European Journal Operations Research, 2006, 174(1):646–667.
[7] Cai G S, Zhang Z G, Zhang M. Game theoretical perspectives on dual-channel supply chain competition with price discounts and pricing schemes. International Journal of Production Economics, 2009, 117(1):80–96.
[8]肖剑,但斌,张旭梅.双渠道供应链中制造商与零售商的服务合作定价策略.系统工程理论与实践, 2010, 30(12):2204–2211.Xiao J, Dan B, Zhang X M. Service cooperation pricing strategy between manufacturers and retailers in dual-channel supply chain.Systems Engineering:Theory&Practice, 2010, 30(12):2204–2211.(in Chinese)
[9]赵礼强,徐家旺.基于电子市场的供应链双渠道冲突与协调的契约设计.中国管理科学, 2014, 22(5):61–68.Zhao L Q, Xu J W. Contract design for coordination conflict of dual channels supply chain based on emarket. Chinese Journal of Mannagement Science, 2014, 22(5):61–68.(in Chinese)
[10]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.中国管理科学, 2014, 22(1):85–93.Shen C R, Xiong Z K, Yan W. Pricing and coordination research of dual-channel supply chain under price comparision. Chinese Journal of Mannagement Science, 2014, 22(1):85–93.(in Chinese)
[11]盛昭瀚,徐峰.地区差异化背景下制造商双渠道定价策略研究.管理科学学报, 2010, 13(6):1–10.Sheng Z H, Xu F. Study on manufacturer’s pricing strategy with dual-channel based on regional gap background. Journal of Management Sciences in China, 2010, 13(6):1–10.(in Chinese)
[12]但斌,徐广业,张旭梅.电子商务环境下双渠道供应链协调的补偿策略研究.管理工程学报, 2012, 26(1):125–130.Dan B, Xu G Y, Zhang X M. A compensation strategy for coordinating dual-channel supply chains in ecommerce. Journal of Industrial Engineering and Engineering Management, 2012, 26(1):125–130.(in Chinese)
[13]范小军,刘虎沉.基于消费者在线渠道接受差异的双渠道定价策略.系统管理学报, 2015, 24(3):413–420.Fan X J, Liu H C. Dual channel pricing strategy based on the acceptance difference of online channels. Journal of Systems and Management, 2015, 24(3):413–420.(in Chinese)
[14]黄宗盛,聂佳佳,赵映雪.基于消费者满意的双渠道销售商退款保证策略研究.中国管理科学, 2016, 24(2):61–68.Huang Z S, Nie J J, Zhao Y X. The choice of money-back guarantees of dual-channel retailer. Chinese Journal of Mannagement Science, 2016, 24(2):61–68.(in Chinese)
[15]曹晓刚,郑本荣,闻卉.考虑顾客偏好的双渠道闭环供应链定价与协调决策.中国管理科学, 2015, 23(6):107–117.Cao X G, Zheng B R, Wen H. Pricing and coordination decision of the dual channel closed-loop supply chain considering the customer preference. Chinese Journal of Mannagement Science, 2015, 23(6):107–117.(in Chinese)
[16]陈远高,刘南.存在差异性产品的双渠道供应链协调研究.管理工程学报, 2011, 25(2):239–244.Chen Y G, Liu N. Coordination of dual-channel supply chain under product differentiation. Journal of Industrial Engineering and Engineering Management, 2011, 25(2):239–244.(in Chinese)
[17]陈树桢,熊中楷,李根道,等.考虑创新补偿的双渠道供应链协调机制研究.管理工程学报, 2011, 25(2):45–53.Chen S Z, Xiong Z K, Li G D, et al. Contract design for a dual-channnel supply chain coordination with incentive compensation.Journal of Industrial Engineering&Engineering Management, 2011, 25(2):45–53.(in Chinese)
[18]刘家国,周笛,刘咏梅,等.搭便车行为影响下制造商渠道选择研究.系统工程学报, 2014, 29(6):813–823.Liu J G, Zhou D, Liu Y M, et al. Research on manufacturer’s channal selection based on free-riding. Journal of Systems Engneering,2014, 29(6):813–823.(in Chinese)
[19]熊中楷,李根道,唐颜昌,等.网络环境下考虑动态定价的渠道协调问题研究.管理工程学报, 2007, 21(3):49–55.Xiong Z K, Li G D, Tang Y C, et al. Research on channel coordination problem on the internet with dynamic pricing. Journal of Industrial Engineering and Engineering Management, 2007, 21(3):49–55.(in Chinese)
[20] Zhao X Y, Stecke K E. Preorders for new to be released products considering consumer loss aversion. Production Operation Management, 2010, 19(2):198–215.
[21] Abdellaoui M, Bleichrodt H, Paraschiv C. Loss aversion under prospect theory:A parameter free measurement. Management Science, 2007, 53(10):1659–1674.
[22] Blavatskyy P R. Loss aversion. Economic Theory, 2011, 46(1):127–148.
[23] Won E J S. The effect of consumer’s loss aversion on pioneering advantage. International Journal of Management Science, 2011,17(1):1–18.
[24] Kim S H, Lee J H. Firm behavior under consumer loss aversion. Seoul Journal of Economics, 2014, 27(2):171–186.
[25] Wang C X, Webster S. The loss-averse newsvendor problem. Omega:The International Journal of Management Science, 2009,37(1):93–105.
[26] Ma S S, Lin J, Zhao X. Online store discount strategy in the presence of consumer loss aversion. International Journal Production Economics, 2016, 171(1):1–7.