电商平台折扣券对制造商双渠道策略的影响研究

王聪, 杨德礼

系统工程理论与实践 ›› 2018, Vol. 38 ›› Issue (6) : 1525-1535.

PDF(1433 KB)
中国科学院数学与系统科学研究院期刊网
PDF(1433 KB)
系统工程理论与实践 ›› 2018, Vol. 38 ›› Issue (6) : 1525-1535. DOI: 10.12011/1000-6788(2018)06-1525-11
论文

电商平台折扣券对制造商双渠道策略的影响研究

    王聪1,2, 杨德礼2
作者信息 +

A study of the influence of the platform coupons on the dual-channel supply chain strategy of manufacturers

    WANG Cong1,2, YANG Deli2
Author information +
文章历史 +

摘要

本文将双渠道供应链博弈模型进一步拓展，将第三方电子商务平台作为独立博弈方，按照第三方平台是否发放折扣券，构建了两种模式下由制造商、第三方电商平台和传统零售商构成的三方Stackelberg博弈模型，并得出了最优折扣券金额.对均衡结果采用对比分析的方法分析了第三方电子商务平台通过发放折扣券调节线上价格对制造商和传统零售商经营决策和利润的影响.研究结果表明，第三方平台发放合理金额的折扣券会同时增加平台和制造商的利润，增进平台与制造商合作关系.但这种营销方式如果不能带来足够大的新市场，总是损害传统零售商的利润.最后，通过数值模拟发现，电商发放折扣券在一定意义上可以提高消费者剩余和社会福利.

Abstract

The dual-channel supply chain model is developed in this paper and the third-party e-commerce platform is considered as an independent game side. According to the cases whether the third-party platform issues coupons, two dual-channel supply chain Stackelberg game models consist a third-party e-commerce platform, a manufacturer and a traditional retailer are established respectively, and the optimal amount of coupon is obtained. Comparative analysis method is adopt to analyze the influence of the coupons on the operative decision and the profits of the manufacturer and the traditional retailer. The results show that the third-party platform issues a reasonable amount of coupons will increase the profits of both the platform and the manufacturer, so issuing coupons can improve the partnership of the platform with the manufacturer. But if this marketing approach could not bring a market big enough, issuing coupons always damages the profits of the retailer. Finally, the results of the numerical simulation show that in a sense the coupons of the third-party platform can increase the consumer surplus and social welfare.

关键词

电商平台 / 折扣券 / 双渠道 / 制造商

Key words

e-commerce platform / coupon / dual-channel / manufacturer

引用本文

EndNote

Ris (Procite)

Bibtex

导出引用
王聪 , 杨德礼. 电商平台折扣券对制造商双渠道策略的影响研究. 系统工程理论与实践, 2018, 38(6): 1525-1535 https://doi.org/10.12011/1000-6788(2018)06-1525-11
WANG Cong , YANG Deli. A study of the influence of the platform coupons on the dual-channel supply chain strategy of manufacturers. Systems Engineering - Theory & Practice, 2018, 38(6): 1525-1535 https://doi.org/10.12011/1000-6788(2018)06-1525-11
中图分类号： C934   

参考文献

[1] Chiang W K, Chhajed D, Hess J D. Direct marketing, indirect profits:A strategic analysis of dual-channel supply-chain design[J]. Management Science, 2003, 49(1):1-20.
[2] Yoo W S, Lee E. Internet channel entry:A strategic analysis of mixed channel structures[J]. Marketing Science, 2011, 30(1):29-41.
[3] 黄健, 肖条军, 盛昭瀚. 多渠道供应链管理研究述评[J]. 科研管理, 2009, 30(5):25-32. Huang J, Xiao T J, Sheng Z H. Study on the multi-channel supply chain management:An literature review[J]. Science Research Management, 2009, 30(5):25-32.
[4] 艾瑞咨询网. 2017年Q2中国电子商务季度数据发布研究报告[EB/OL].[2017-02-15]. http://www.iresearch.com.cn/report/3068.html.iResearch. China e-commerce quarterly data research report of 2017 Q2[EB/OL].[2017-02-15]. http://www.iresearch.com.cn/report/3068.html.
[5] Lu Q, Liu N. Effects of e-commerce channel entry in a two-echelon supply chain:A comparative analysis of single-and dual-channel distribution systems[J]. International Journal of Production Economics, 2015, 165:100-111.
[6] Lu H, Chen Y. Strategic motive for introducing internet channels in a supply chain[J]. Production & Operations Management, 2014, 23(1):36-47.
[7] Xiong Y, Yan W, Fernandes K, et al. "Bricks vs. Clicks":The impact of manufacturer encroachment with a dealer leasing and selling of durable goods[J]. European Journal of Operational Research, 2012, 217(217):75-83.
[8] Cattani K, Gilland W, Heese H S, et al. Boiling frogs:Pricing strategies for a manufacturer adding a direct channel that competes with the traditional channel[J]. Production and Operations Management. 2006, 15(1):40-56.
[9] 申成然, 熊中楷, 晏伟. 网络比价行为下双渠道定价及协调策略研究[J]. 中国管理科学, 2014(1):84-92.Shen C R, Xiong Z K, Yan W. Pricing and coordination research of dual-channel supply chain under price comparison[J]. Chinese Journal of Management Science, 2014(1):84-92.
[10] Dan B, Zhang S, Zhou M. Strategies for warranty service in a dual-channel supply chain with value-added service competition[J]. International Journal of Production Research, 2017(5):1-23.
[11] 刘咏梅, 廖攀, 胡军华,等. 考虑服务和退货的双渠道供应链定价问题研究[J]. 运筹与管理, 2015(3):79-87.Liu Y M, Liao P, Hu J H, et al. Pricing strategies in dual-channel supply chain with retail services and customer returns[J]. Operation and Management, 2015(3):79-87.
[12] Xu H, Liu Z Z, Zhang S H. A strategic analysis of dual-channel supply chain design with price and delivery lead time considerations[J]. International Journal of Production Economics, 2012, 139(2):654-663.
[13] 郭金森, 周永务, 钟远光. 基于资金约束零售商的双渠道制造商贸易信贷与提前订货折扣契约选择策略研究[J]. 系统工程理论与实践, 2017, 37(5):1254-1264.Guo J S, Zhou Y W, Zhong Y G. The selection of trade credit and advance booking discount contract for dual-channel manufacturer with the retailer's capital constraint[J]. Systems Engineering-Theory & Practice, 2017, 37(5):1254-1264.
[14] 金磊, 陈伯成, 肖勇波. 双渠道下库存与定价策略的研究[J]. 中国管理科学, 2013(3):104-112.Jin L, Chen B C, Xiao Y B. The study on inventory and pricing strategy between on-line and physical channels[J]. Chinese Journal of Management Science, 2013(3):104-112.
[15] Li L, He J, Shi Q. Dual-channel pricing strategies for small and medium-sized enterprises[J]. International Journal of Services Technology & Management, 2014, 20(1/2/3):47-70.
[16] 刘汉进, 范小军, 陈宏民. 零售商价格领导权结构下的双渠道定价策略研究[J]. 中国管理科学, 2015(6):91-98. Liu H J, Fan X J, Chen H M. Dual channel pricing strategy under retailer stackelberg leadership[J]. Chinese Journal of Management Science, 2015(6):91-98.
[17] 姜力文, 戢守峰, 孙琦, 等. 基于竞合博弈的O2O品牌制造商定价与订货联合策略[J]. 系统工程理论与实践, 2016, 36(8):1951-1961. Jiang L W, Ji S F, Sun Q, et al. Pricing and ordering strategies of online to offline brand manufacturer based on competitive and cooperative games[J]. Systems Engineering-Theory & Practice, 2016, 36(8):1951-1961.
[18] 张喆, 房茜蓉, 韩斌. 产品折扣券价值的框架效应研究[J]. 管理科学, 2011, 24(1):47-55.Zhang Z, Fang Q R, Han B. Framing effect of coupon value for products[J]. Journal of Management Science, 2011, 24(1):47-55.
[19] Dhar S K, Raju J S. The effects of cross-ruff coupons on sales and profits[J]. Management Science, 1998, 44(11):1501-1516.
[20] 慕银平, 唐小我, 牛扬. 不同折扣券发放模式下的供应链定价与协调策略[J]. 中国管理科学, 2011, 19(6):48-56. Mu Y P, Tang X W, Niu Y. Pricing and coordination in supply chain under different coupon offering mode[J]. Chinese Journal of Management Science, 2011, 19(6):48-56.
[21] Venkatesan R, Farris P W. Measuring and managing returns from retailer-customized coupon campaigns[J]. Journal of Marketing, 2012, 76(1):76-94.
[22] Hu J L, Chiou Y H, Hong H. Coupons and price discrimination in vertically-correlated markets[J]. Managerial & Decision Economics, 2004, 25(1):29-40.
[23] Jiang Y, Liu Y, Wang H, et al. Online pricing with bundling and coupon discounts[J]. International Journal of Production Research, 2015:1-16.
[24] 陈国鹏, 张旭梅, 肖剑. 在线渠道折扣促销下的双渠道供应链合作广告协调研究[J]. 管理工程学报, 2016, 30(4):203-209.Chen G P, Zhang X M, Xiao J. Coordination model for cooperative advertising in dual-channel supply chain when online channel implements discount promotion[J]. Journal of Industrial Engineering/Engineering Management, 2016, 30(4):203-209.
[25] Varian H R. Microeconomic analysis[M]. New York:Norton, 1984.
[26] Öersdemir A, Kemahlioglu-Ziya E, Parlaktuerk A K. Competitive quality choice and remanufacturing[J]. Production and Operations Management, 2014, 23(1):48-64.

基金

国家自然科学基金（71271039，71372083）
PDF(1433 KB)

670

Accesses

0

Citation

Detail
段落导航
相关文章

/

〈 〉