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论文编号：	3296
作者编号：	2120092292
上传时间：	2011/6/7 13:18:48
中文题目：	新奢侈品制造商主导型供应链定价模型及价格博弈研究
英文题目：	The Pricing Strategies In The New Luxury Goods Manufacturer Dominated Supply Chain
指导老师：	严建援
中文关键字：	新奢侈品;凡勃伦效应;三方博弈;纵向差异化;强势零售商
英文关键字：	New luxury goods; Veblen effect; Vertical Differentiation; Three Part Game; Dominant Retailer
中文摘要：	新奢侈品虽然出现已久，但其概念在2005年才被正式提出，该类商品利用传统奢侈品和普通消费品之间的定位缺口，吸引了一大批消费者，在国际上越来越受到相关业界的重视。与传统的普通消费品相比，由于拥有专业的创新设计团队、雄厚的资金实力和丰富的品牌内涵，新奢侈品在时尚文化中更多的是引领着流行趋势，而普通消费品更多是依附于流行趋势。这种产品地位的不平等，导致了在终端消费市场上两种商品定价策略的不同。在供应链当中，新奢侈品制造商由于掌握着产品的设计，可以依据自身需求选择合适的原材料供应商，而有些普通消费品制造商为了保持自身产品与新奢侈品的相似性，会尽量选择与新奢侈品制造商类似或相同的原材料供应商。从而，在供应链上三方也处于不平等地位。同时，目前各消费品牌为了降低销售成本，并最快的获取市场信息，越来越多的选择直营模式，制造商即为零售商。 有鉴于此，本文构建了一个包含两个消费品牌的终端消费市场和一个由制造商和供应商构成的供应链系统，根据制造商对消费品牌所拥有的不同，划分为两大类：新奢侈品牌和普通消费品牌拥有独立制造商；新奢侈品牌和普通消费品牌均为一个制造商所拥有。对于前者，又依据新奢侈品制造商和普通消费品制造商地位的不同，进一步细分为新奢侈品制造商主导和新奢侈品制造商和普通消费品制造商在终端消费市场地位相同的情形。所以，本文在充分运用博弈论的基础上，结合经济学、营销学、供应链的知识，共构建三个博弈模型，用以探究新奢侈品制造商、普通消费品制造商、原材料供应商三者之间在定价、产量、利润上的关系及影响因素。最后，结合数值仿真结果和中国国情，为国内的制造商与供应商提出了相关的策略建议，以供参考。
英文摘要：	The new luxury goods has existed in the market for quite a long time, but the concept of it was proposed in 2005,for the first time.It fixes the gap in the brand positioning between the traditional luxury goods and general consumer goods, thereby attracting lots of consumers successfully. In the market, compared with general consumer brands (e.g. ZARA, Xstep, MetersBonwe, Semir),whose target consumer group is the middle class, new luxury brands (e.g. iPad, adidas, MiuMiu,Cabbeen, Fairwhale), whose target consumer group is the upper-middle class and the wealthy class, are usually considered to be a very fashion-sensitive trendsetter, as they devote a lot of time, money and human resources in new products' development.In the supplychain, When facing suppliers, as the original designers who can choose products' function, appearance and materials, new luxury goods manufacturers usually have more bargaining power, But, general consumer goods manufacturers have to follow new luxury goods manufacturers' choices. Meanwhile, nowadays, more and more consumer goods manufacturers (e.g. Armani, Coach,Dunhill, Burberry ), including new luxury goods manufactures, prefer regular chain mode to selling agent mode in China, playing the role of both producer and retailer. Basing on the above settings, I construct a supply chain consisting of a consumer market, manufacturers, and a supplier. In the market, there are two kinds of consumer goods, new luxury goods and general consumer goods.Manufacturers are divided into two categories according to the quantity of brands one manufacturer owns, new luxury brand and general consumer brand respectively owned by a manufacturer and new luxury brand and general consumer brand both owned by one manufacturer. The former category is further discussed about whether the new luxury manufacturer plays a dominant role in the supply chain.Generally, this thesis uses three game models to analyse the pricing, profit, production quantity among the new luxury goods manufacturer, the general consumer goods manufacturer and the supplier, basing on the knowledge of game theory, economics, marketing and the supply chain. In the end of the thesis, considering china's actual conditions, some suggestions are given for domestic manufacturers and suppliers.
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