【作者】 张斌；

【导师】 徐兵；

【作者基本信息】 南昌大学 ， 管理科学与工程， 2018， 硕士

【摘要】 随着经济全球化与信息技术的不断发展,企业为了在竞争激烈的市场中生存下去,已将其非盈利非核心的业务外包给第三方,只保留核心业务并与其它相关企业组成供应链,从而降低企业经营成本及风险,以适应不断变化的市场。在供应链竞争时代,供应链企业在面临产品同质化的问题时,应如何体现其产品差异化,以获得一定市场份额,从而占领一定市场地位?Hotelling模型作为研究产品横向差异化的经典理论,不仅有效的解决了这一问题,同时也为供应链管理者制定企业经营策略时,提供了一定的科学依据。现实生活中,企业不仅仅需要面临供应链间的竞争,同时也面临着消费者购买行为的影响。因此,本文将基于“线性市场”的Hotelling模型,研究不同运输成本下两条单生产商单零售商供应链的选址与定价竞争,并综合考虑消费者购买行为对供应链竞争的影响。具体研究内容如下:(1)第三章研究“线性市场”上两条单生产商单零售商的选址与定价竞争,并建立两条供应链均为集中式供应链(II模式)、均为分散式供应链(DD模式)、一条为分散式供应链一条为集中式供应链(DI模式)的竞争均衡模型,给出了均衡解的存在条件和均衡解。研究表明:DD模式下两条供应链的定价与利润比DI模式高,而DI模式比II模式高,所以供应链集中式决策并不是利润最大化下的占优策略。(2)第四章针对许多商场存在提供价格折扣策略的现象,如奥特莱斯,山姆会员店等此类商场,研究其价格折扣策略是否会对其所在供应链的选址与定价产生影响。研究表明:产品定价p_i伴随自身λ_i(0≤λ_i≤1)的增大而降低,即折扣系数越大(折扣优惠小),相应的产品定价就会低,折扣系数越小(折扣优惠大),相应的产品定价就会高;而供应链企业的选址决策并不受价格策略影响,且在市场两端进行选址。(3)第五章在两条供应链竞争模型中考虑到消费者对产品具有品牌偏好,其中偏好q服从[d,e]的均匀分布,研究两条供应链选址与定价的问题。研究表明:消费者的品牌偏好越高,其产品定价也越高,同时供应链利润也将得到增加,供应链市场份额也受其影响;在以供应链利润最大化为目标下,供应链企业将在市场中心进行选址。本文主要研究内容均得到同一结论:在供应链企业竞争下,集中式控制并非是占优策略;此时,在集中式控制下供应链的市场份额是最大的,但供应链的利润却是最少的。显然,两条供应链在集中式控制下竞争更为激烈,但却也是最有效率的,供应链企业在利润最大化下为了获取更多的市场份额,不得不牺牲一部分利润,但社会福利在供应链为集中式控制下是最大的。这对于现实中的供应链管理者在制定企业经营策略时,具有一定的科学依据与参考。更多还原

【Abstract】 With the continuous development of economic globalization and information technology,the enterprise has outsourced their non-profit and non-core business to third parties for surviving in the fiercely competitive market,only retain the core business and make up the supply chain(SC)with other related enterprises,thereby reducing the business cost and risk to adapt to the changing market.In the era of SC competition,when the SC enterprise are confronted with the problem of product homogeneity,how should they reflect their product differentiation for obtain a certain market share and occupy a certain market position?The Hotelling model as a classic theory to study the horizontal differentiation of products,not only effectively solves this problem,but also provides a certain scientific basis for SC managers to formulate business strategies.In real life,companies not only need to face competition in the supply chain,but also face the influence of consumer purchasing behavior.Therefore,based on the Hotelling model of"linear market",this paper studies the location and pricing competition between the two SCs under the different transportation cost,which consist of one manufacturer and one retailer,and further comprehensively considers the influence of consumer purchase behavior on SC competition.The specific research contents are as follows:(1)The third chapter studies the competition of location and pricing between two SCs on the"linear market",and build a competitive equilibrium model for two SCs,which are centralized SCs(II mode),decentralized SCs(DD mode),or one decentralized SC and one centralized SC(DI mode).The existence condition of equilibrium solutions and the equilibrium solution are obtained.The research results show that the pricing and profit of two SCs in the DI mode are lower than those in DD mode,but are more than those in II model.So,the centralized decision mode is not the dominant strategy for profit maximization.(2)For many shopping malls provide the price discount strategy to consumer,such as the Outlets and the Sam’s Club,the fourth chapter studies whether the price discount strategy will affect the decision of location and pricing.The research results show that product pricing p_i decreases with its own λ_i(0≤λ_i≤1)increase,that is,the larger the discount coefficient(small discount),the corresponding product will be lower price,the smaller the discount coefficient(large discount),the corresponding product pricing will be higher;The location decision of the SCs is not affected by the price strategy and the site selection at both ends of the market.(3)The fifth chapter considers the consumer have brand preference for products in the two SCs competition models,in which preferenceqobeys the uniform distribution of[d,e],and studies the problem of location and pricing of two SCs.The research results show that the higher the consumer’s brand preference,the higher the price of the product,the profit of the SCs will be also increased.,and the market share of the SCs will be affected.Under the goal of maximizing SC profits,the SCs will be in the market center.The main research contents of this paper have all come to the same conclusion:Under the maximizing of SCs profits,centralized control is not a dominant strategy;At this time,the market share of the SC under centralized control is the largest,but the profit of the SC is the least.Obviously,the SCs is more competitive under centralized control,but it is also the most efficient.For the purpose of obtaining more market share,the SC enterprises have to sacrifice part of the profit,but the social welfare is the biggest under the centralized control of the SC.This has certain scientific basis and reference for the SC managers to formulate the business strategy.更多还原