【作者】 王萍；

【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】 实体门店面积限制及装修风格等因素在一定程度上会影响消费者的购物体验,尤其是在节假日,门店非常拥挤,即拥塞导致许多消费者购物体验不佳,甚至放弃购物。随着互联网的发展,企业纷纷在网上销售产品,例如天虹、大润发等,一方面在一定程度上缓解实体门店的压力,另一方面也给传统实体零售企业带来挑战。本文研究网下渠道存在拥塞负效应时双渠道零售企业与实体零售企业的定价策略以及价格竞争问题,并进一步分析网下渠道存在拥塞负效应时双渠道供应链与传统实体零售企业供应链之间的竞争博弈问题。第三章基于线性Hotelling模型,假设零售企业以“利润最大化”为目标,运用效用理论构建消费者效用函数,用Nash博弈均衡分析法分析线性市场上网下渠道拥塞负效应下双渠道零售企业与实体零售企业价格竞争、定价策略问题,结果表明在两种定价策略下,拥塞负效应弱化了市场的竞争,线性市场内零售企业利润增加,并且对双渠道零售企业来说,两渠道统一定价并不是占优策略。第四章运用Salop模型,基于效用理论和Nash博弈均衡分析法分析圆形市场上网下渠道拥塞负效应下一家双渠道零售企业与(N-1)家完全相同的实体零售企业价格竞争及定价策略问题,并进行了算例分析。研究发现,在圆形市场中,拥塞负效应弱化了市场竞争,两渠道统一定价不能给双渠道零售商带来更多利润,并且新进入市场的实体零售企业将争夺双渠道零售企业的网上市场份额,而对于网下渠道市场份额无影响。第五章运用博弈论方法分析线性市场上两条单制造商单零售企业供应链之间的竞争问题,其中一条链上的零售企业为双渠道零售企业,研究网下渠道拥塞负效应下双渠道供应链与传统供应链的竞争,包括两条供应链都是分散式供应链、都是集中式供应链、一条分散式一条集中式供应链这4种情形。研究结果表明,两条链都为分散式供应链时两条供应链利润更高,但两条供应链竞争情形下集中式决策是占优策略。本文研究充实了横向产品差异化模型和双渠道零售企业方面的已有成果,并可为管理者进行产品定价以及供应链竞争决策提供参考。更多还原

【Abstract】 Consumer’s shopping experience will be affected by store size,decoration style and other factors partly,especially in the holidays,crowded stores brings poor shopping experience to consumers,many consumers even give up shopping.With the development of Internet,More and more enterprises begin to sell products on Internet.For example,RAINBOW,RT-Mart,etc.On the one hand,E-Shop is easing the pressure of physical stores in a way.On the other hand,it is bringing challenges to the physical store.Therefore,This paper study the pricing strategy and price competition between the dual-channel retailer and physical retailer with the congestion negative effect of physical channel.Then,with the congestion negative effect of physical channel,explores the competition between dual-channel supply chain under differentiation pricing strategy and unified pricing strategy for products selling online and offline set by dual-channel retailer.Chapter Three is based on the linear Hotelling model,Assumes retailers target is “profit maximization”.It uses utility theory to construct the consumers’ utility function and Nash game equilibrium method to analyze the pricing strategies and price competition between dual-channel retailer and physical retailer which in linear market.The results show that the negative effect of congestion weakens the market competition under the two pricing strategies,and the profit of retailers in the linear market is increasing,and for the dual-channel retailer,the unified pricing strategy is not a dominant strategy.Chapter Four using Salop model,which is based on utility theory and Nash game equilibrium to analyze the price competition and pricing strategies of one dual-channel retailer with N-1 physical retailers in circular market,put a numerical simulation to verify the result.It is found that in a circular market,the congestion weakens the market competition.The unified pricing of the two channels does not bring more profits to dual-channel retailer,and the newly entered physical retailer will compete for the online market share,but has no effect on physical channel.Chapter Five using the game theory to analyze the supply chain competition between two single-supplier and single-retailer in the linear market,one of the retailer is a dual-channel retailer,Studying the competition of dual-channel supply chain with tradition supply chain under congestion.Including the following situations,the two supply chains both decentralized supply chain,one of the chain is decentralized supply chains,the two supply chains both centralized supply chain.The result shows that two supply chains in the market are more profitable when the two chains both decentralized supply chains,but when two chains compete,centralized strategies is the dominant strategy.This paper not only enriches the existed achievements of horizontal product differentiation model & dual-channel retailer,but also provides references for managers to make product pricing and supply chain competition decisions.更多还原