全部 标题 作者
关键词 摘要

OALib Journal期刊
ISSN: 2333-9721
费用:99美元

查看量下载量

相关文章

更多...

线性量折扣方案下团购策略对渠道绩效的影响

, PP. 110-119

Keywords: 分销渠道,团购,需求突变,纳什均衡

Full-Text   Cite this paper   Add to My Lib

Abstract:

?以包含一个供应商和两个寡头零售商的分销渠道为研究对象,分别在正常运作情形和需求突变情形下研究了团购策略对于渠道绩效的影响。通过对正常运作情形下的零售商单独购买策略和团购策略建立非合作博弈模型,分析了两种策略所对应的纳什均衡解的性质,比较了单独购买和团购策略下均衡战略的区别,并总结了团购策略对于渠道及其成员最优利润的影响。另外,还就对称性零售商和非对称性零售商的纳什均衡战略进行了比较静态分析,研究了量折扣系数及零售商运作效率差异对于纳什均衡战略及其支付的影响。然后,考虑渠道面临需求突变的情形,重点分析了团购策略应对需求突变的效率。研究表明:(1)正常运作情形下,团购策略可能使得渠道绩效得到改善,但若零售商为非对称的,这一结论并不总是成立;(2)需求突变情形下,通过合理设置零售商承担偏离成本的比例,团购策略总能使得渠道绩效得以改进;(3)团购策略有益于稳定产品的市场价格。

References

[1]  Datamonitor. How to resist the private label threat in 2006 [EB/OL] . http://www.datamonitor.com.
[2]  Ingene C A, Parry M. Channel coordination when retailers compete[J]. Marketing Science, 1995, 14(4): 360-377.
[3]  Ingene C A, Parry M. Manufacturer-optimal wholesale pricing when retailers compete[J]. Marketing Letters, 1998, 9(1): 65-77.
[4]  Xiao Tiaojun, Qi Xiangtong, Yu Gang. Coordination of supply chain after demand disruption when retailers compete[J]. International Journal of Production Economics, 2007, 109(1-2): 162-179.
[5]  Kaul A, Rao V R. Research for product positioning and design decisions: an integrative review[J]. International Journal of Research in Marketing, 1995, 12(4):293-320.
[6]  Schotanus F, Telgen J, Boer L. Unraveling quantity discounts[J]. Omega, 2009, 37(3): 510-521.
[7]  Dunne D, Narasimhan C.The new appeal of private labels[J]. Harvard Business Review, 1999, 77:41-52.
[8]  Burger P C, Sehott B. Can private brand buyers be identified?[J]. Journal of Marketing Research, 1972, 9(2):219-222.
[9]  McGoldrick P J. Retail Marketing[M]. London: McGraw Hill Education, 2002.
[10]  Martos-Partal M, Gonzalez-Benito O. Store brand and store loyalty: The moderating role of store brand positioning[J]. Marketing Letters, 2011, 22(3): 297-313.
[11]  Yu Gang, Qi Xiangtong. Disruption management: Framework, models, and applications[M]. Singapore: World Scientific Publisher, 2004.
[12]  Xiao Tiaojun, Qi Xiangtong, Yu Gang. Coordination of supply chain after demand disruptions when retailers compete[J]. International Journal of Production Economics, 2007, 109(1-2): 162-179.
[13]  吴槐庆, 罗昕, 赵全新. 从容应对平物价, 同心协力稳定市场[J]. 价格理论与实践, 2003, 22(5): 23-25.

Full-Text

Contact Us

service@oalib.com

QQ:3279437679

WhatsApp +8615387084133