摘要
有着一百多年历史的零售业发展到现在已经非常成熟,但它至今仍是与人们日常生活息息相关的一个重要行业。我国加入WTO,将本土零售企业推到了国际竞争大舞台。对零售企业而言,各种市场营销手段的有效运用在市场竞争中至关重要,但由于历史的原因,我国零售企业运用营销手段的能力仍有待加强。另外,随着供应链管理思想的发展,市场竞争逐渐从单个企业之间的竞争演变到了链与链之间的角力,因此同一供应链上的企业应在各方面加强合作,增加合力,在市场营销策略上也不例外。然而,供应链上的不同实体仍有其私利,于是便形成了一种既合作又竞争的关系。在这样一种竞合关系中,同一供应链上的不同企业在进行营销策略合作时,应如何决策、采取哪些行动来应对不同状况,是非常值得研究的课题。
论文基于零售业中生产商与零售商关系演化的规律和事实,以供应链管理思想为指导,分析了供应链合作的动因与主要条件,构造出生产商和零售商组成的两级供应链,应用博弈论研究了生产商与零售商之间的产品策略、价格策略和促销策略的竞争与合作关系,并对主要博弈模型进行了数值仿真研究。主要工作详述如下:
1、探讨了供应链合作的动因与主要条件。将供应链合作的动因归结为一个方面,即利益驱动,只有有利可图,才能使供应链上的相关实体有足够的动力发起和参与合作活动。而对于供应链合作长期延续下去的主要条件,研究概括为三个方面:信任是基础;信息共享是保证;双赢是牢固合作的关键。
2、分析了零售业中的产品特点,并围绕营销组合中的产品策略,以成本降低为目的的研发活动为例,首先计论了两个生产商之间的独立产品研发和合作产品研发中的投资决策问题,继而着重研究了一个生产商和一个零售商组成的两级供应链上的产品研发投资决策问题,并进行了数值研究。研究结果表明,生产商应在产品研发活动中考虑与其他生产商进行合作投资,而与零售商的产品研发合作投资决策则会受到研发难度水平的较大影响。
3、研究了简单两级供应链的定价博弈以及存在混合渠道的两级供应链定价博弈,并对主要博弈模型进行了数值研究。结果表明,在一个生产商与一个零售商所组成的简单两级供应链的定价博弈中,先动者有着明显的先动优势。而在存在混合渠道的一个生产商与一个零售商组成的两级供应链中,依次讨论了纳什均衡博弈、生产商领导型斯塔克尔伯格博弈、零售商领导型斯塔克尔伯格博弈,并将三种模式进行了比较分析,发现拥有两种销售渠道的生产商总能取得高于零售商的利润。因此,生产商应积极开辟直销渠道以抗衡急速扩张的零售势力。
4、提出了生产商与零售商之间的供应链合作定价理念,将以往作为竞争手段的定价策略转化为双方的合作要素。分析了供应链合作定价的利润增加模式,并从“硬件”和“软件”两个方面概括了供应链合作定价的成功因素,同时对其实施环境进行了初步探讨。供应链定价理念的运用与实施将会对供应链上生产商与零售商的定价战略与策略产生较为深远的影响。
5、讨论了两种供应链结构的合作广告投入决策问题,并对主要博弈模型进行了数值研究。在一个生产商与一个零售商组成的简单两级供应链,以及两个生产商与一个零售商组成的2M1R供应链中,均对生产商领导型的斯塔克尔伯格博弈、双方同时行动的纳什均衡博弈以及完全紧密合作的广告博弈模型进行了深入讨论和比较研究,得到了各种参数变化对决策目标的影响,为生产商与零售商的合作广告投入决策提供了参考依据。
论文的研究工作参考了国内外众多文献和成果,虽仍存在着一定的局限性,但依然取得了一些创新性成果,主要创新点体现在以下几个方面:
1、通过对生产商之间以及生产商与零售商之间的产品研发投资策略博弈关系的研究,揭示出技术溢出效应和研发难度水平对各方决策的影响规律,并通过数值研究明确给出了不同情况下生产商与零售商的相应决策建议。
2、提出了生产商和零售商之间的供应链定价理念。从供应链战略角度将以往作为竞争手段的定价策略转为了双方的合作因素,这必将对供应链上的生产商与零售商的定价战略与策略产生较为深远的影响。
3、通过研究一个生产商与一个零售商以及两个生产商与一个零售商之间的促销合作投资策略,较为充分地论证了一个观点:生产商与零售商若能在全国性广告与地方性广告上进行紧密合作,则极有可能使供应链系统利润得以增加,只要实行合理的合作利润分配方式,个体利润的增加将能使促销策略的长期合作得到保证。
More than one hundred years' development makes the retail trade so mature but it is also very closely related to people's daily life nowadays.China's entry into WTO involves the local enterprises in retail trade into international competition. Effective marketing strategies play an important role in retail trade but China's retailing firms need to strengthen these capabilities.In addition,the ideology of supply chain management changes gradually the competition between companies to the one between supply chains,so firms in a same supply chain should cooperate more closely in every fields including the marketing.However,each company in supply chain is self-governed and has his/her self interest in the final analysis.Then a relationship combining competition with cooperation appears.In such a relationship,when it comes to the marketing strategies' cooperation,how enterprises make decisions to deal with different issues deserves deep and extensve research.
This paper paid close attention to the rules and facts of the evolution of the relationship between manufacturers and retailers in retail trade,based on the idea of supply chain management to construct a two echelon supply chain with manufacturer and retailer,and studied the cooperation & competition between manufacturer and rctailer on product tactic,pricing tactic and promotion tactic.Numerical studies on main game models were carried out,tOO.The details are as follows.
1.Discussed the basic reason and main requirements for supply chain's cooperation.We summed up the basic reason to one aspect,interest.Entities in supply chain start up and join in cooperation only for enough interest.And we considered the main requirements for long cooperation for three aspects,trust, information sharing,and win-win.
2.Analyzed the product characteristics in retail trade,and surrounding product tactic in marketing mix,put costs-reducing R&D for an example to research the independent and cooperative R&D investments between tow manufacturers,and between one manufacturer and one retailer.Numerical study was also carried out.It is found that the manufacturer should cooperate with other manufacturers,but cooperation in R&D investments with retailers will be affected greatly by R&D's difficulty level.
3.Studied the pricing game in a simple two-echelon supply chain and a supply chain with hybrid channel.In the hybrid channel supply chain,three games were discussed and compared,which was Nash equilibrium game,manufacturer-led Stackelberg game,and retailer-led Stackelberg game,and also made numerical research.It is found that in the simple supply chain first mover has advantages of first moving,and in the hybrid channel supply chain the manufacturer who has two channels gains more profits than the retailer.Therefore,manufacturers should build direct channels to compete with the rapidly growing retail power.
4.Put forward an idea of supply chain pricing between the manufacturer and the retailer.This idea changed pricing tactic from a competition method to a cooperation one.This paper analyzed the profits increasing route of supply chain pricing,generalized its successful factors,and discussed its operating conditions. The idea of supply chain pricing will probably influences manufacturers and retailers' pricing strategies and tactics to a great extend.
5.Discussed the cooperative advertising investments decision-making in two kinds of supply chain structures,and carried out a numerical study.Three garne models,manufacturer-led Stackelberg game,Nash equilibrium game,and closely cooperative advertising game,were compared and analyzed in both a simple supply chain and the one with two manufacturers and one retailer.The research's results of parameters' influences may provide advices for manufacturers and retailers in the process of cooperative advertising investments decision-making.
This paper references many literature and research fruits.Except for some limitation it has several innovations.Details are as follows.
1.The research on product's R&D investments game between manufacturers and retailers unfolds technical spill-out effect and R&D difficulty's level's influences on the decision-making,and a related numerical study gives some suggestions,too.
2.Through a study on the pricing tactics games in a hybrid channel,this paper suggests manufacturers build direct channels to fight with the stronger retailing power.However,from the whole view of supply chain strategy,it proposes an idea of supply chain pricing,which changes pricing tactic from a competition method to a cooperation one.This will probably influences manufacturers and retailers' pricing strategies and tactics to a great extend.
3.Through the research on promotion tactics investments game in a supply chain with one manufacturer and one retailer,and a supply chain with two manufacturers and one retailer,this dissertation argues that the cooperation of manufacturer and retailer on advertising will probably increase total profits of supply chain,and proper profits distributions will ensure long-term cooperation.
引文
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