汽车行业中买断销售策略分析

Analysis on Buy-out Dealership Strategy in Auto-Market

买断销售指的是销售商和制造商就某产品在一定区域内达成协议,销售商以买断价格从制造商处采购一定数量的产品,然后由销售商对产品进行定价对外销售.制造商通过采取买断销售实现了对产品的促销.在现实背景的基础上,分析了制造商应该在何时采取买断销售方式,以及买断策略下相应的决策问题.找到了制造商采取买断策略的条件,以及该策略下最优买断价格和买断数量决策,并发现在制造商的最优决策下,制造商和销售商能够实现双赢.

The buy-out dealership is based on the agreement reached between the manufacturer and the sales-agent, where the sales-agent gets a certain quantity products with the buy-out price from the manufacturer. Then the sales-agent sets the product price and makes effort to sell it. Based on the phenomenon observed in the auto-market, in this paper, we investigate when it is more profitable for the manufacturer to adopt the buy-out dealership strategy and how to make the buy-out pricing and quantity decisions. We find that optimal buy- out price and quantity. And under the optimal decisions, the manufacturer and the sales-agent can realize ＂win-win＂.