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论文编号：	9426
作者编号：	2120152417
上传时间：	2017/6/22 10:07:04
中文题目：	考虑促销投入的零售商双渠道定价及融资决策研究
英文题目：	The Pricing and Financing Decision of Dual Channel Retail Considering Promotion Investment
指导老师：	方磊 教授
中文关键字：	促销投入；零售商双渠道；定价；融资决策
英文关键字：	promotion investment; retailer dual channel; pricing decision; financing decision
中文摘要：	随着信息技术的进步以及社会商业模式的日趋成熟，电子商务近年来在我国得到了快速的发展。在电子商务时代背景下，传统企业的营销渠道也在逐渐发生变革。电子商务的普及使众多制造商及零售商纷纷在原有分销渠道的基础上增设网络直销渠道，通过线上线下两条渠道并行营销，提高企业自身竞争力的同时更好地满足顾客的需求。此种模式已被众多企业成功地运用至其商业运作中，如海尔集团、IBM公司、飞利浦公司、苏宁集团、华润万家等均在电子商务背景下选择了具有竞争力的“双渠道战略”，而双渠道经营也被证实是一种有效的、创新型的营销模式。对于我国以中小规模企业为主的零售业来说，如果想要拓展双渠道，将面临着更高的市场需求，零售商需要的采购及运营资金大大增加，此时通常会面临资金短缺问题，资金不足限制了其正常的运营发展，有可能导致双渠道拓展计划的失败。 如今，促销日益引起企业的重视，在营销渠道中进行适当的促销投入不仅能够在一定程度上刺激顾客的购买欲进而提升下游产品需求，同时可以扩大产品知名度，以此打开市场。本文选择了考虑促销投入的零售商双渠道定价及融资决策作为研究主题，首先求解了在不同的促销策略下制造商、零售商实现自身利润最优化的渠道定价，分析了市场参数对最优批发价及双渠道定价的影响，并对不同促销策略下的供应链成员最优定价、利润情况进行了数值算例分析。随后本文在已有模型的基础上对零售商在双渠道拓展过程中面临资金约束时的融资决策问题进行了探讨，首先求解了零售商在贸易信贷和银行信贷两种不同融资方式下的双渠道最优定价决策并进行了对比分析，通过与无资金约束情境下的最优解进行比较说明了资金限制对最优定价决策的影响，进一步从参与方独立决策及供应链整体决策的角度说明了零售商对融资策略的选择。 研究主要得出以下结论：（1）单渠道促销和双渠道促销时，最优的批发价格、直销价格、零售价格决策主要受到市场总需求量、传统渠道市场份额、促销投入等参数的影响。（2）双渠道同时促销相较于单渠道促销，最优的批发价格、零售价格和直销价格均有不同程度的上涨，适度提升促销力度能够提高零售商的利润，但盲目加大促销力度对零售商不利，且双渠道同时促销并不总是比单渠道促销更优。（3）若零售商在双渠道拓展的过程中面临运营资金约束时，资金约束有可能使零售商的最优定价策略受到影响。如果供应链成员分散决策，即使自身资金短缺，制造商也愿意为零售商提供贸易信贷融资服务，但零售商有可能放弃贸易信贷转向银行信贷融资；当供应链成员集中决策时，零售商选择贸易信贷和银行信贷融资方式无差异，故可以任选其一。
英文摘要：	With the progress of information technology and the maturity of social business model, E-commerce in China has been rapidly developed in recent years. In the background of E-commerce, traditional enterprise marketing channels are gradually changing. The popularity of E-commerce encourages more and more manufacturers and retailers constructing network direct marketing channels based on its’ original distribution channels, through parallel marketing of online and offline two channels, thus improving their competitiveness at the same time to better meet customers’ demand. This model has been successfully used by many enterprises in its commercial operations, such as Haier Group, IBM, Philips, Suning Group, China Resources Vanguard, they have both chosen the competitive "dual channel strategy"to respond to changes in the market environment, and dual-channel operation has also been proved to be an effective, innovative marketing model. For small and medium-sized enterprises in China's retail industry, dual channel expansion will face a higher market demand, purchasing and operating funds are greatly increased, the retailer will usually face the problem of funds shortage. Inadequate funds limit its normal operational development, which could lead to the failure of the dual-channel expansion plan. Retailers make appropriate promotional investment through the marketing channels can not only stimulate customers’ buying behavior, improving downstream product demand but also expand product visibility, thus opening the market. This paper chooses “The pricing and financing decision of dual channel retailer considering promotion investment” as the research topic. Firstly, we solve the optimal channel price setting of the manufacturer and the retailer to optimize their own profit under different promotion strategy, then we analyze the influence of market parameters on the optimal wholesale price and dual channel price and compare the optimal pricing and profit of supply chain members under different promotion strategies. In the fourth chapter, based on the existing models, we discuss the financing decision-making problem of the retailer in the process of dual-channel expansion. Firstly, we analyze and compare the optimal pricing decision of the retailer in two different financing modes of trade credit and bank credit, through comparing with the optimal solution under non-capital constraint situation, then we illustrate the influence of capital restriction on the optimal pricing decision. Finally the retailers’ choice of the financing strategy is explained from the perspective of decentralized decision and centralized decision of supply chain. Our research mainly draws the following conclusions：（1）The optimal wholesale price, direct selling price and retail price decision are mainly influenced by the total market demand, traditional channel market share and promotion investment level.（2）Compared to single channel promotion, under dual channel sales promotion environment, the optimal wholesale price, retail price and direct selling price have rised in different degree, moderate promotional efforts can improve retailers’ profits, but blindly increasing promotional efforts is not a wise approach, and we find that dual-channel promotions is not always better than single channel promotion.（3）If retailer face operating capital constraints in the process of dual channel expansion, it’s optimal pricing strategy may be affected. Under decentralized-decision context, manufacturers are willing to provide trade credit financing services to retailers even if itself faces a shortage of funds，but retailers may abandon trade credit to bank credit financing, when they make centralized decision, there is no difference between trade credit and bank credit financing, so the retailer can choose one of them.
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