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论文编号：	14140
作者编号：	1120180925
上传时间：	2023/6/14 14:55:41
中文题目：	考虑善因营销的企业运营管理策略优化研究
英文题目：	Research on the Optimization of Operation Strategies Considering Cause Marketing
指导老师：	李勇建教授
中文关键字：	善因营销；企业社会责任；企业运营管理；供应链决策优化
英文关键字：	Cause Marketing; corporate social responsibility; enterprise operation management; supply chain strategy optimization
中文摘要：	企业向慈善公益事业提供资金、物资或其它类型服务是承担社会责任的重要方式，也是一种提升企业形象、增加品牌美誉度的商业手段。近年来，在推进共同富裕、实现均衡发展的大背景下，我国企业善因营销实践迅速发展，善因营销实施主体不断丰富、模式不断创新，鸿星尔克对河南灾区的慈善捐赠、淘宝的“公益宝贝”等项目引起了广泛关注。与此同时，企业实施善因营销也遇到一些问题，特别是在如何选择善因营销模式并制定相应的慈善捐赠、营销投入以及产品定价、质量、库存决策，亟需有针对性的科学管理理论与方法指导。 本文在梳理现实案例、整理相关文献的基础上提出考虑善因营销的企业运营管理策略研究问题，采用优化理论、博弈论等方法构建决策优化模型并进行求解分析，对其中蕴含的管理学启示进行深入挖掘。首先，针对产品捐赠模式，研究“买一捐一”模式下企业的价格和质量决策优化，以及随机需求下企业捐赠与库存决策优化。然后，针对交易型的现金捐赠模式，研究“制造商-零售商”供应链中的捐赠金额、营销投入与产品定价决策优化，以及“卖家-平台”供应链中的捐赠金额和定价策略优化。具体阐述如下： 一是考虑质量决策的企业“买一捐一”策略研究。“买一捐一”是指消费者每购买一件产品，企业就向特定人群捐赠一件产品。针对此，在考虑消费者与企业的亲社会行为的情况下，分别构建捐赠产品和销售产品相同质量和不同质量的买一捐一模型，刻画企业的产品定价与质量最优决策，探究不同的买一捐一模式对消费者、企业以及社会总福利的影响。研究发现：由于企业在实施“买一捐一”活动的同时提升产品性价比，因此即便是亲社会水平较低的消费者也应该支持企业开展“买一捐一”活动。此外，异质买一捐一模式会降低捐赠产品的质量，但对于企业与消费者来说，是相比于同质买一捐一模式的Pareto改进；而对于社会总福利来说，当企业亲社会水平较低而消费者亲社会水平较高时，异质买一捐一模式也是更优的。 二是随机需求下企业产品捐赠和库存策略研究。在需求波动情况下，当企业开展非交易型产品捐赠时，需要在需求实现前同时决策产品生产数量和捐赠数量。考虑到企业产品捐赠活动对需求提升的效应为线性函数和凹函数的两种情形，构建了企业产品捐赠库存优化模型并进行决策优化，分析企业产品捐赠的内在动机。研究发现：即使捐赠活动对市场需求无促进作用时，企业仍有可能进行捐赠，其动机为针对高净利、高库存成本的产品进行去库存；当捐赠产品数量线性转化为市场需求增量时，企业的产品捐赠活动具有去库存和营销的双重动机；当捐赠对需求促进作用为凹函数时，除了去库存和营销动机，还有可能出现“以次充好”的投机捐赠行为。 三是“制造商-零售商”供应链中企业现金捐赠、营销投入与定价策略研究。同时考虑到实施善因营销提升消费者支付意愿的善因效应和通过营销手段扩大市场的营销效应，以及供应链成员可以单独开展也可以联合开展善因营销活动的不同情形，得到运营管理优化策略。研究发现：是否开展善因营销活动取决于营销效应而非善因效应。集中式供应链中善因营销的捐赠金额与营销投入是最高的，其次为供应链企业联合开展的情况，最后为供应链企业独立开展的情况。在模式选择方面，供应链成员间既存在一致也有冲突。此外，当制造商主导联合开展善因营销活动时，零售商不愿承担营销投入；当零售商主导联合开展善因营销活动时，制造商愿意承担部分营销投入。 四是“卖家-平台”供应链中的现金捐赠与产品定价策略研究。根据消费者对产品估值的特点将消费者分为估值同质和异质两种情形，构建由平台发起、企业参与的善因营销供应链决策优化模型，探讨平台供应链实施善因营销对企业绩效的影响。研究发现：在消费者对产品估值是同质的情况下，只有当亲社会消费者数量足够多时，平台才能联合卖家开展善因营销活动；此时，平台攫取整个渠道实施善因营销带来的收益，而卖家不会因为参与善因营销而获利。在消费者对产品估值是异质的情况下，卖家总有意愿参与善因营销；特别是当亲社会消费者数量较高、产品成本较低时，平台和卖家都通过善因营销活动获益。 综上，本文针对多种善因营销模式下的企业慈善捐赠、营销投入、市场定价、产品质量与库存等运营管理策略进行系统建模与优化研究，通过定量分析揭示了善因营销活动对企业、消费者乃至社会福利的影响，为企业更有效地开展善因营销活动提供借鉴指导，为政府更好地支持企业开展慈善活动以提高社会总福利提供有益参考。
英文摘要：	Cause Marketing (i.e., CM) campaigns have been implemented by enterprise entities to assume social responsibility through supporting social cause with funds, goods and services. It is also a marketing tool to communicate responsible image and enhance brand reputation to lure broader consumers. In recent years, under the background of promoting common prosperity and achieving balanced development, the CM practice of Chinese enterprises has developed rapidly. The CM implementers have been enriched and the CM mode has been innovated continuously. Erke’s product donations to the disaster areas in Henan province and Taobao’s Public welfare baby project have attracted widespread attentions. In the meantime, enterprises also encounter some problems in CM practice, especially how to choose CM mode and decide corresponding donation amount, marketing investment, as well as how to adjust pricing, inventory and quality decisions. Targeted management guidance is urgently needed to implement CM campaigns effectively. The research questions of this dissertation are based on practical cases and related literature. Game theory and optimization methods are adopted to construct theoretical models and further explore management implications. Firstly, focusing on the product donation campaign, we study the enterprise’s pricing and quality strategy optimization in the Buy-One-Give-One campaign, and then study the enterprise’s donation and inventory strategy optimization under demand fluctuations in the non-transactional product donation campaign. Secondly, focusing on the transactional cash donation campaign, we study the donation decision, marketing investment, and pricing strategy on the manufacturer-retailer supply chain and then study the donation decision and pricing strategy on the seller-platform supply chain. The details are as follows. The first is the study of enterprise’s quality strategy in the Buy-One-Give-One campaign (i.e., BOGO). For each unit of products sold, the enterprise donates one unit of products to low-income people in need. In consideration of the qualities of selling product and donating product, we establish two models, namely BOGO with the same quality and BOGO with different qualities. Portraying the prosocial behaviors of consumers and enterprise, we acquire the enterprise’s product quality and pricing decisions and further discuss the effects of two BOGO campaigns on consumer surplus, firm’s utility, and social welfare. The results show that, BOGO campaigns can benefit consumers even with a low prosocial level, due to the fact that enterprise would improve the quality-price ratio. The enterprise would decrease the quality of donating product in the BOGO with different qualities. However, BOGO with different qualities is a Pareto improvement over BOGO with the same quality for both the enterprise and consumers. As for the social welfare, BOGO with different qualities also better off when the enterprise’s prosocial level is low and the consumer’s prosocial level is high. The second is the study of enterprise’s product donating and inventory strategies in the context of demand fluctuations. The enterprise should decide production quantity and donating quantity before the demand is realized when implementing non-transactional product donation campaigns. The positive effect of enterprise’s product donation campaign on demand can be linear or concave function. We establish the inventory optimization model to analyze the enterprise’s intrinsic motivation of donating products. The results show that the enterprise would donate products characterized with high net profit and inventory cost even if the donation campaign doesn’t expand market demand. And under the circumstance that the donation amount is linearly converted into demand increment, the enterprise would donate products with double inner motives including inventory reduction and sales promotion. Finally, under the circumstance that the donation amount is concavely converted into demand increment, the “shoddy donation” case exists except for the double inner motives of inventory reduction and sales promotion. The third is the study of enterprise’s cash donating, marketing investment, and pricing strategies on the manufacturer-retailer supply chain. In the transactional cash donation model, we portray the “cause effect” which refers to improve the consumer’s willingness to pay and the “marketing effect” which refers to expand demand. Different cases in which the channel members individually or jointly carry out CM campaigns are analysed to compare enterprise’s optimization strategies. The results show that the key factor of CM effectiveness depends on the marketing effect rather than the cause effect. The centralized supply chain controller implements the highest degree of CM campaign, followed by the CM alliance modes, and finally the decentralized supply chain independent modes. As for the CM mode choice, there are both consistency and conflict between channel members. Furthermore, when the manufacturer launches CM alliance, the retailer is inclined to undertake no marketing investment; when the retailer launches CM alliance, the manufacturer is inclined to undertake a part of marketing investment. The fourth is the study of cash donating and product pricing strategies on the seller-platform supply chain. According to the property of consumer’s product valuation, two models are built, namely consumer valuation homogeneity and consumer valuation heterogeneity. The platform launches the CM campaign, and the seller participates into the CM campaign. We construct a CM supply chain optimization model to discuss the effects of CM campaign on enterprises’ profits. The results show that the CM campaign is implemented for a large prosocial market in the case of consumer valuation homogeneity, where the platform captures the whole profit increment while leaves the seller an unchanged profit. In the case of consumer valuation heterogeneity, the seller is always better off by participating into the CM campaign. Interestingly, both the platform and the seller are better off when the number of prosocial consumers is high and the product cost is low. In summary, the dissertation studies the enterprise’s donating, marketing, pricing, quality, and inventory strategies when implementing different CM campaigns by theoretical models and optimization method. The effects of CM campaigns on enterprises, consumers, and social welfare are disclosed by quantitative analysis. We provide managerial insights for enterprise to effectively carry out CM campaigns and propose theoretical guidance for government to support donation programs and improve social welfare.
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