【作者】 刘丽；

【导师】 郑义； 丁灿；

【作者基本信息】 西华大学 ， 工商管理， 2022， 硕士

【摘要】 新零售的发展为零售商管理模式的推陈出新赋予了新的使命,也为其商品的定价策略和服务模式提出了新的挑战。本文聚焦于新零售背景下四种零售商服务模式:“零售”、“配送”、“零售+自提”、“配送+自提”,考虑由一个直销制造商和一个零售商组成的双渠道供应链,研究不同零售商服务模式下供应链定价决策和零售商服务模式选择策略。首先,研究了“零售”和“配送”服务模式下供应链定价决策的问题。构建集中决策和分散决策模型,得到最优均衡解,分析消费者感知对企业定价和经济效益的影响。结果表明:“零售”和“配送”服务模式下,集中决策有利于降低零售价格,提高零售渠道的需求,增加供应链利润。直销渠道偏好程度越高,越不利于零售商利润的增长,在一定范围内,制造商利润和供应链利润与直销渠道偏好正相关。随着物流服务水平提高,直销价格增加,制造商和供应链更有可能获得更高的利润。随着线下体验价值增加,零售价格提高,供应链各企业和供应链利润增长。随着出行成本增加,零售价格降低,供应链各企业和供应链利润受损。其次,研究了“零售+自提”和“配送+自提”服务模式下供应链定价决策的问题。构建集中决策和分散决策模型,得到最优均衡解,分析消费者感知对企业定价和经济效益的影响。结果表明:“零售+自提”和“配送+自提”服务模式下,集中决策有利于降低直销价格和零售价格,提高零售渠道和BOPS(线上购买,线下提货)渠道的需求,增加供应链利润。随着直销渠道偏好程度增加,直销价格提高,零售价格降低,但不总是有利于供应链各企业利润的增长。随着BOPS渠道接受度增加,商品的定价提高,供应链各企业和供应链利润下降。随着物流服务水平增加,零售商和供应链利润降低,制造商利润与物流服务水平的关系与物流配送成本和BOPS渠道佣金有关。集中决策时商品定价和供应链利润与BOPS渠道佣金无关。分散决策时随着BOPS渠道佣金增加,商品价格提高,制造商和供应链利润下降,零售商利润先上升后下降。最后,研究了零售商服务模式的选择策略。将四种服务模式下零售商的最优经济效益进行比较,分析零售商选择服务模式的条件。结果表明:当物流服务水平的价值高于物流配送成本时,零售商应该选择“配送”或“配送+自提”服务模式,反之,零售商应该选择“零售”或“零售+自提”服务模式。当零售商处于“零售”或“配送”服务模式时,增加自提服务总是能够获得更高的收益。更多还原

【Abstract】 The development of new retail has given a new mission to the management mode of retailers,and also brought new challenges to their product pricing strategy and service mode.This paper focuses on four retailer service modes in the background of new retail: “retail”,“delivery”,“retail + self-pick” and “delivery + self-pick”.A dual-channel supply chain composed of a manufacturer with a direct sales channel and a physical retailer is studied to discuss the pricing strategy of the supply chain under different retailer service modes and retailer’ service mode selection strategies.Firstly,the pricing decision of the supply chain under the “retail” and “delivery” service modes is studied.In this paper,profit function models of centralized decision-making and decentralized decision-making are established to obtain the optimal equilibrium solutions for the supply chain enterprise.Then the influence of consumer perceptions on the optimal pricing and economic benefits of supply chain enterprises is analyzed.The results show that under the“retail” and “delivery” service modes,centralized decision-making can reduce the retail price,increase the demand for the retail channel,and increase the supply chain’s profit.The higher the preference degree for the direct selling channel is,the less conducive to the growth of the retailer’s profit.In a certain range,the manufacturer’s profit and the supply chain’s total profit are positively correlated with the direct selling channel preference.As logistics services improve,the direct sales price increases,and the manufacturer and supply chain are more likely to earn higher profits.As the offline experience value increases,the retail price increases,and the profits of supply chain enterprises and supply chain increase.As the travel cost increases,the retail price decreases,and the profits of supply chain enterprises and supply chain suffer.Secondly,the pricing decision of the supply chain under “retail + self-pick” and “delivery+ self-pick” service modes is studied.In this paper,profit function models of centralized decision-making and decentralized decision-making are constructed to obtain the optimal equilibrium solutions for supply chain enterprises,and the influence of consumer perception on the pricing and economic benefits of supply chain enterprises is analyzed.The results show that under the “retail + self-pick” and “delivery + self-pick” service modes,centralized decisionmaking is beneficial to reducing direct selling price and retail price,increasing the demand for the retail channel and BOPS channel,and increasing the profit of the supply chain.As the preference degree of direct selling channel increases,direct selling price increases and retail price decreases,but it is not always beneficial to the profit growth of enterprises in the supply chain.As the acceptance of the BOPS channel increases,the pricing of commodities increases,and the profits of enterprises and supply chains decline.As the logistics service level increases,the profits of the retailer and supply chain profit decrease,and the relationship between the profit of the manufacturer and logistics service level is related to logistics distribution cost and BOPS channel commission.When making centralized decisions,the pricing of commodities and the profit of the supply chain are independent of the BOPS channel commission.When decentralizing decision-making,with the increase of the BOPS channel commission,the pricing of commodities increases,the profits of the manufacturer and supply chain decline,and the profits of the retailer first rise and then fall.Finally,the retailer’s service mode selection strategy is studied.This paper compares the optimal economic benefits of retailers under the four service modes and analyzes the conditions for retailers to choose service modes.The results show that when the value of the logistics service level is greater than the logistics distribution cost,retailers should choose “delivery” or“delivery + self-pick” service mode,otherwise,retailers should choose “retail” or “retail + selfpick” service mode.When a retailer is in a “retail” or “delivery” service mode,adding a selfpickup service is always more profitable.更多还原