竞争环境下考虑顾客忠诚的供应链定价研究
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摘要
本文研究在相对封闭的双寡头垄断竞争市场下,零售商和制造商的最优定价策略以及顾客忠诚与价格选择偏好对竞争定价的影响。论文从"社区零售场景"提炼出"零售竞争"和"顾客忠诚"两个主要特征,从竞争零售商的市场需求函数出发,综合考虑社区相对封闭的范围内消费者的选择偏好和选择忠诚等影响产品价格的因素,探讨这些因素对竞争零售商、制造商定价及其收益的影响,从而研究社区零售场景下的供应链定价策略。通过对分散决策和集中决策两种情形的讨论,得出在假设双寡头竞争条件下,分散决策可以得出最优定价,集中决策下的产品销量与零售商定价决策无关,只与封闭环境内的市场规模和顾客对零售商的忠诚度有关。
This paper extracts two main characteristics of "retail competition" and "customer loyalty" from "community retail scenario". Starting from the market demand function of competitive retailers, this paper comprehensively considers the factors affecting product prices, such as consumer preference and loyalty in the relatively closed community, and explores the impact of these factors on the pricing and profit of competitive retailers and manufacturers. Through the discussion of decentralized decision-making and centralized decisionmaking, it is concluded that under the hypothesis of duopoly competition, decentralized decision-making can obtain the optimal pricing. The product sales under centralized decision-making have nothing to do with the retailer's pricing decision-making, but only with the market size in the closed environment and customer loyalty to the retailer.
This paper extracts two main characteristics of "retail competition" and "customer loyalty" from "community retail scenario". Starting from the market demand function of competitive retailers, this paper comprehensively considers the factors affecting product prices, such as consumer preference and loyalty in the relatively closed community, and explores the impact of these factors on the pricing and profit of competitive retailers and manufacturers. Through the discussion of decentralized decision-making and centralized decisionmaking, it is concluded that under the hypothesis of duopoly competition, decentralized decision-making can obtain the optimal pricing. The product sales under centralized decision-making have nothing to do with the retailer's pricing decision-making, but only with the market size in the closed environment and customer loyalty to the retailer.
引文
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[2]Reichheld F F.The Loyalty Effect:The Hidden Force Behind Growth,Profits,and Lasting Value[M].Boston:Harvard Business School Press,2001.
[3]Shaffer G,Zhang Z J.Competitive one-to-one promotions[J].Management Science,2002,48(9):1143-1160.
[4]Matsumura T.A Two-stage Price-setting Duopoly:Bertrand or Stackelberg[J].Australian Economic Papers,1998,37(2):103-118.
[5]申成霖,卿志琼,张新鑫.零售商竞争环境下分散式供应链的定价与交货期联合决策模型[J].中国管理科学,2010,18(3):38-44.
[6]李豪,熊中楷,彭志强.竞争环境下基于顾客策略行为的易逝品动态定价研究[J].中国管理科学,2011,19(2):88-98.
[7]孙晓东,田澎,赵藜.消费者异质下基于质量-价格竞争的定价策略选择[J].系统管理学报,2013,22(3):349-357.
[8]郭捷.顾客选择偏好下的供应链竞争的随机用户均衡模型[J].运筹与管理,2013,22(6):105-109.
[9]刘晓娟.市场竞争条件下铁路货运高端产品的定价模型[J].综合运输,2017,39(04):34-39.
[2]Reichheld F F.The Loyalty Effect:The Hidden Force Behind Growth,Profits,and Lasting Value[M].Boston:Harvard Business School Press,2001.
[3]Shaffer G,Zhang Z J.Competitive one-to-one promotions[J].Management Science,2002,48(9):1143-1160.
[4]Matsumura T.A Two-stage Price-setting Duopoly:Bertrand or Stackelberg[J].Australian Economic Papers,1998,37(2):103-118.
[5]申成霖,卿志琼,张新鑫.零售商竞争环境下分散式供应链的定价与交货期联合决策模型[J].中国管理科学,2010,18(3):38-44.
[6]李豪,熊中楷,彭志强.竞争环境下基于顾客策略行为的易逝品动态定价研究[J].中国管理科学,2011,19(2):88-98.
[7]孙晓东,田澎,赵藜.消费者异质下基于质量-价格竞争的定价策略选择[J].系统管理学报,2013,22(3):349-357.
[8]郭捷.顾客选择偏好下的供应链竞争的随机用户均衡模型[J].运筹与管理,2013,22(6):105-109.
[9]刘晓娟.市场竞争条件下铁路货运高端产品的定价模型[J].综合运输,2017,39(04):34-39.