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论文编号：	14037
作者编号：	2120213281
上传时间：	2023/6/7 22:33:33
中文题目：	考虑零售商公平关切的供应链最优定价与服务策略研究
英文题目：	Research on the Optimal Pricing and Service Strategies in Supply Chain considering Retailer Fairness Concerns
指导老师：	方磊
中文关键字：	双渠道供应链；BOPS；公平关切；定价与服务策略
英文关键字：	Dual-channel supply chain; BOPS; Fairness concerns; Pricing and service strategy
中文摘要：	随着消费者购物需求转向多样化和碎片化，线上线下零售企业在移动互联网和大数据技术的支持下积极开启渠道升级与迭代。零售企业积极探索多种细分零售业态，在全渠道零售中实现渠道整合、优化购物体验的线上下单门店自提(Buy Online and Pickup in Store, BOPS)模式成为零售业线上线下融合的经典模式。不同于许多文献中成员完全理性的传统假设，本文考虑零售商具有公平关切行为下 BOPS 全渠道供应链中成员的定价与服务策略和渠道选择问题，拓展了全渠道相关研究内容，具有一定的学术价值和管理意义。本文主要的研究成果如下： 首先，构建一个由制造商与零售商构成的双渠道供应链模型，零售商提供增值服务，使用Stackelberg博弈建立模型并求解，分别讨论在零售商完全理性或具有公平关切行为两种情况下供应链成员的定价与服务策略和利润（效用）情况。研究发现：线下市场规模越大，零售商越需要提供高价值的服务以保证渠道优势；对于制造商来说，当渠道可替代性较低时，选择与完全理性的零售商合作更有利，当渠道可替代性较高时，选择与具有公平关切行为的零售商合作更有利。 其次，构建一个由制造商与零售商构成的 BOPS 全渠道供应链模型，在双渠道基础上，双方合作增设 BOPS 渠道。同样使用 Stackelberg 博弈建模并求解，分别讨论在零售商完全理性或具有公平关切行为两种情况下供应链成员的策略和利润（效用）情况。并进一步考虑在零售商具有公平关切行为时，双渠道供应链成员是否应该共建 BOPS 渠道。研究发现：（1）与双渠道不同的是，当线下市场规模越大时，零售商反而需要降低服务价值以获取更高的利润（效用）；（2）对于制造商来说，与双渠道类似，当渠道可替代性较低时，选择与完全理性的零售商合作更有利，当渠道可替代性较高时，选择与考虑公平的零售商合作更有利；（3）若渠道可替代性较小并以线下市场为主，且零售商的服务成本系数较低时，建立 BOPS 渠道可以使零售商、制造商和消费者均获利，双重边际化效应减弱。 本文考虑了零售商公平关切行为下双渠道供应链和 BOPS 全渠道供应链成员的定价与服务策略，并进一步讨论供应链成员的渠道选择问题，为零售企业的经营决策提供了理论支持和实践指导。
英文摘要：	As consumers' shopping needs turn to diversification and fragmentation, online and offline retail enterprises actively upgrade and iterate channels with the support of mobile Internet and big data technology. Retail enterprises are actively exploring various segmented retail formats, and the Buy Online and Pickup in Store (BOPS)model, which integrates channels and optimizes shopping experience in omni-channel retail, has become a classic model for the integration of online and offline retail in the retail industry. Unlike the traditional assumption in many literatures where members are completely rational, this study considers the pricing and service strategies and channel selection issues of members in the BOPS omni-channel supply chain under the condition that retailers have fairness concerns. This study expands the research content related to omni-channel and has certain academic value and management significance. The main research results of this article are as follows: Firstly, construct a dual-channel supply chain model consisting of a manufacturer and a retailer, with the retailer providing value-added services. Establish a model and solve it using Stackelberg game theory, and discuss the pricing and service strategies and profits of supply chain members in two situations: retailers are completely rational or have fairness concerns. The research finds that: The larger the scale of the offline market, the more retailers need to provide high-value services to ensure channel advantages; For manufacturers, it is more advantageous to collaborate with fully rational retailers when channel substitutability is low, and more advantageous to collaborate with retailers with fairness concerns when channel substitutability is high. Secondly, construct a BOPS omni-channel supply chain model based on the dual-channel supply chain, where retailers and manufacturers collaborate to add a BOPS channel. This thesis also uses Stackelberg game theory to model and solve, and discuss the strategies and profits of supply chain members in two situations: retailers are completely rational or have fairness concerns. And further this thesis considers whether dual-channel supply chain members should establish a BOPS channel when retailers have fairness concerns. The research finds that: (1) Unlike dual channels, the larger the scale of the offline market, the more retailers need to reduce service value to obtain higher profits; (2) For manufacturers, similar to dual channels, it is more advantageous to cooperate with fully rational retailers when the channel substitutability is low, and more advantageous to cooperate with retailers who are concerned about fairness when the channel substitutability is high; (3) If the substitutability of channels is low and the offline market size is large, and the service cost coefficient of retailers is low, establishing a BOPS channel can make profits for retailers, manufacturers, and consumers, thereby weakening the double marginalization effect. This study explores the pricing and service strategies of members in dual-channel supply chain and BOPS omnichannel supply chain under the retailer’s fairness concern, and further discusses the channel selection issues of supply chain members, providing theoretical support and practical guidance for retail enterprises' business decisions.
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