【作者】 周丹；

【导师】 许民利；

【作者基本信息】 中南大学 ， 管理科学与工程， 2023， 硕士

【摘要】 随着互联网和通信技术的不断进步,以小米、华为和苹果等为代表的品牌商不断对产品进行更新换代,从而更好地提升竞争优势;为了增强企业竞争力,吸引消费者购买多代产品,许多品牌商相继推出“年年焕新”计划——该计划由苹果公司在2016年首次推出,消费者只需购买指定产品并在同一笔交易中加购Apple Care+服务,就可以参与“年年焕新”,即在升级换购新i Phone时可享受原设备零售价50%的折抵优惠。本文在焕新策略下考虑消费者的策略性行为和参照价格效用,构建由制造商、零售商以及消费者群体组成的供应链模型,运用stackelberg博弈理论,研究双渠道供应链在分散决策和集中决策下的定价问题,得出相应结论和管理启示。研究表明:(1)产品的创新程度和消费者对直销渠道的接受程度对制造商和零售商价格决策的影响具有鲁棒性;集中决策有利于供应链整体的利润,但不利于社会整体福利,从社会整体的角度来看,供应链成员应保持适度竞争。(2)焕新计划更适用于更新换代较为频繁、创新程度较低的产品;消费者对直销渠道的认可度较低时,更能激励制造商实施焕新计划,实现供应链整体利润的提升。(3)焕新策略可以提高消费者在直销渠道的需求量而不影响其在零售渠道的需求量。(4)忽略参照价格效应会导致制造商定价偏低、零售商价格偏高;参照价格效应对制造商和零售商利润都有负面影响,并且其对零售商的负面影响更大。参照价格效应实际上可以让消费者更理智地进行比价,因此,参照价格效应越强,对消费者越有利。图51幅,表3个,参考文献109篇更多还原

【Abstract】 With the continuous advancement of the Internet and communication technology,brands represented by Xiaomi,Huawei and Apple continue to update their products so as to better enhance their competitive advantages;in order to enhance the competitiveness of enterprises and attract more consumers to buy multi-generation products,many brands have launched trade-ins programs,which was first introduced by Apple in 2016.it allows consumers to participate in the buy-back program by purchasing selected products and adding Apple Care+ services at the same time,which entitles them to 50% off the retail price of the original device when they upgrade to a new i Phone.In this thesis,we consider the strategic behavior of consumers and the reference price effect in trade-ins strategy,construct a supply chain model consisting of manufacturers,retailers and consumer groups,and apply the stackelberg game theory to study the pricing strategy of dual-channel supply chain under decentralized and centralized decision making scenarios,and draw conclusions and management insights accordingly.The results show that:(1)the degree of product innovation and consumer acceptance of direct sales channels have a robust effect on manufacturers’ and retailers’ price decisions.The centralized decision is beneficial to the overall profit of the supply chain but not to the overall social welfare.From the perspective of the society as a whole,the supply chain members should maintain moderate competition.(2)The trade-ins program is more suitable for products with more frequent replacement and less innovation;when consumers’ recognition of direct sales channels is low,manufacturers are more motivated to implement the trade-ins program to achieve the improvement of the overall profit of the supply chain.(3)The trade-ins strategy can increase consumers’ demand in the direct sales channel without affecting consumers’ demand in the retail channel.(4)Ignoring the reference price effect can lead to underpricing by manufacturers and overpricing by retailers.The reference price effect has a negative impact on the profits of both manufacturers and retailers,and its negative impact on retailers is greater.The reference price effect allows consumers to compare prices more rationally.The stronger the reference price effect is,the more beneficial it is to consumers.更多还原