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论文编号：	10065
作者编号：	2120162668
上传时间：	2018/6/7 19:07:09
中文题目：	考虑体验型消费者的钢琴租售策略研究——以渠道的视角
英文题目：	Experience-Based Consumers and Piano’s Rental and Sale Strategies: A Perspective of Channels
指导老师：	李勇建
中文关键字：	体验型消费者；租售策略；租转购；价格歧视；模式选择
英文关键字：	Experience-Based Consumers；Rental and sales；First rent and buy Price discrimination；Mode selection
中文摘要：	随着中国经济的稳步增长，钢琴市场规模逐步扩大。然而，很多消费者购买钢琴后将其闲置在家，造成了资源的极大浪费。钢琴作为高端耐用品，价格昂贵，制造一架钢琴所需大量人力、物力。提高钢琴利用率，给消费者提供适合的“钢琴产品”是钢琴业面临的挑战。以神州租琴、云租琴和丁丁租琴为代表的O2O钢琴零售商（经销商）推出了“长租+租转购”的商业模式，消费者可以先通过租赁钢琴享有一定时间的钢琴使用权，在体验之后，如果确定了购买意愿，通过租转购即可拥有钢琴的所有权。在此背景下，本文研究了考虑体验型消费者的钢琴租售策略问题，并从营销渠道的视角探讨渠道中不同主体的均衡决策。 在综述前人研究成果的基础上，本文在第三章构建了体验型消费者选择模型。在此基础上，首先研究了纯销售模式，分析制造商与零售商的定价决策。然后，第四章加入了零售商的产品租赁模式，研究租售混合模式下渠道上两主体的定价决策，并分析租售混合模式与纯销售模式的不同。将第三、四章作为比较的基础，最后，本文在第五章创新的加入了零售商的租转购模式，分析了租转购模式下零售商价格决策的深层含义，研究了制造商如何制定合理的价格策略以获得更高利润，以及零售商如何根据不同的消费者情况选择合适的营销模式。 主要得到以下结论，在考虑体验型消费者的前提下，对零售商而言，选择租售混合模式亦或租转购模式都比单纯的销售模式更优。而且，在租转购模式中，零售商往往将租赁业务作为吸引体验型消费者购买产品的手段，并且通过低廉的租金和高昂的零售价进行价格歧视。文章发现，如果长期使用型消费者较少时，租转购模式无论对于制造商、零售商还是消费者都是最优的营销策略，如果长消费者中多是长期确定型，租转购模式反而损害了零售商和消费者的利益。但是，制造商总是在租转购模式中获益。 本文的创新点在考虑体验型消费者的前提下研究了渠道中制造商与零售商的定价策略问题，并提出了租转购的新型商业模式，分析了消费者的不同情况下的零售商商业模式选择问题。
英文摘要：	With the steady growth of China's economy, the piano market has great demand potential. However, there are also many consumers who have bought pianos and left them at home without using the piano effectively. Pianos are used as high-end durable goods, which taking a lot of manpower and material resources to manufacture. Improving the piano usage and providing consumers with suitable product choice is a challenge for this industry. Some O2O piano retailers (distributors), for example, zugangqin.com and YZUQIN.com, provide a special business model “first rent and buy”. Consumers can enjoy the product for a long time by lending the piano. If customer determines the owing intention, he can own the piano by make the purchasing. Based on the review of related research, this thesis builds a consumer selection model with uncertain utilize of products in the third chapter. Based experience-based consumer, the pure sales model is first studied to analyze the pricing decisions of manufacturers and retailers. Then, the fourth chapter joins the retailer's product leasing business, and analyzes the pricing decisions of the two entities in the channel under the mixed rental model, as well as, the difference between the mixed rental model and the pure sales model. Finally, in Chapter 5, the thesis has built the “fist rent and buy” model, analyzes the meaning of the retailer's pricing decision under this model, and studies how the manufacturer can change its own price strategy to obtain higher profits. Last but not least, how retailers choose a reasonable marketing model based on the different situations of consumers. The main conclusions follow, the retail price under the rent-return model is generally the largest of the three models because the “first rent and buy” model helps retailers to differentiate between uncertain markets and make them targeted for price discrimination. As a result, the retailer’s profit is generally the highest among the three models and leasing often exists as a tool of advertising to attract experience-based consumers. However, if there are too many experience-based customers or customers who determine the long use of product, the thesis proves that retailer should choose the traditional rent and buy model. However, because “first rent and buy” models can always stimulate manufacturers to lower wholesale prices, thereby reducing the double marginal in the channel, manufacturers' profit is always increased. Finally, the thesis also compares consumer surplus and analyzes the impact of consumers on the three models.
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