【作者】 李江；

【导师】 陶春峰；

【作者基本信息】 南昌大学 ， 工程管理硕士（专业学位）， 2024， 硕士

【摘要】 双渠道经营模式对企业扩大市场、增加效益有着重要意义。然而,网络渠道日益严重的消费者退货问题给双渠道供应链定价决策带来了新的挑战。基于电商的虚拟市场属性和零售属性,在考虑网络渠道退货行为下,本文研究了批发模式和代理模式下双渠道供应链成员定价决策,讨论了在不同定价决策顺序情形下制造商、电商、传统零售商的最优定价和模式选择问题。本文主要工作如下:首先,本文以制造商、电商、传统零售商组成的双渠道供应链为研究对象,分别构建了在批发模式下和代理模式下网络渠道存在退货行为时的市场需求函数和各成员利润函数。其次,根据双渠道成员定价决策顺序,求解了双渠道成员同时定价、网络渠道优先定价、传统渠道优先定价三种情形下供应链各成员产品价格、销售利润的最优解。再次,分析了退货率和退货价格敏感系数对各主体定价决策以及利润的影响,以企业案例数据对比了三种情形下的最优利润。最后从利润最大化角度,探讨了制造商和电商最优销售模式选择。研究结果表明:(1)退货行为对双渠道的产品价格都会产生正向影响。随着退货率和退货价格敏感系数的增加,双渠道的产品价格都会增加。但退货价格敏感对产品佣金产生正向影响,而退货率则对产品佣金产生负向影响。(2)退货行为会对网络渠道利润造成不利影响,对传统渠道利润产生有利影响。在批发模式下,电商作为退货发生主体,可以选择在网络渠道定价之后来减轻退货带来的不利影响。在代理模式下,制造商作为退货发生主体,可以选择双渠道同时定价情形,或者调整传统零售商的批发价格削弱退货带来的不利影响。(3)在模式选择方面,对于制造商来说,选择批发模式占优,且在双渠道同时定价情形可使利润最大化;对电商来说,选择代理模式占优。更多还原

【Abstract】 The dual-channel operating model holds significant importance for enterprises to expand their market reach and enhance profitability.However,the escalating issue of consumer returns in the online channel poses new challenges to pricing decisions within dual-channel supply chains.Drawing upon the virtual market and retail attributes of e-commerce,this study investigates pricing decisions of supply chain members under wholesale and agency models,considering the phenomenon of online channel returns.It discusses the optimal pricing and mode selection problems for manufacturers,e-commerce platforms,and traditional retailers under different sequences of pricing decisions.The primary contributions of this paper are as follows:Firstly,this paper focuses on dual-channel supply chains consisting of manufacturers,e-commerce platforms,and traditional retailers.It constructs market demand functions and profit functions for each member under both wholesale and agency models when return behavior occurs in the online channel.Secondly,considering different sequences of pricing decisions among dual-channel members,the paper solves for the optimal prices and sales profits of products for each member of the supply chain under three scenarios: simultaneous pricing by all members,online channel prioritized pricing,and traditional channel prioritized pricing.Furthermore,it analyzes the impact of return rates and return price perception coefficients on pricing decisions and profits for each entity.Through comparison with enterprise case data,it evaluates the optimal profits under the three scenarios.Lastly,from the perspective of profit maximization,the paper discusses the optimal sales mode selection for manufacturers and e-commerce platforms.The research findings indicate:(1)Return behavior has a positive impact on product prices in dual-channel settings.As the return rate and return price perception coefficient increase,product prices in both channels tend to rise.However,the return price perception coefficient positively affects product commissions,while the return rate has a negative effect on product commissions.(2)Return behavior adversely affects the profit of the online channel but has a favorable impact on the profit of the traditional channel.Under the wholesale model,e-commerce platforms,as the primary source of returns,can mitigate the adverse effects of returns by adjusting prices in the online channel after pricing decisions.Under the agency model,manufacturers,as the primary source of returns,can choose simultaneous pricing in dual channels or adjust wholesale prices for traditional retailers to mitigate the adverse effects of returns.(3)Regarding mode selection,for manufacturers,the wholesale model is advantageous,and simultaneous pricing in dual channels maximizes profits.For e-commerce platforms,the agency model is preferable.更多还原