策略型消费者供应链中竞争性零售商定金决策研究

Considering the Deposit Decision of Competitive Retailers for Strategic Consumers in Supply Chain

策略型消费者的出现使得企业运营方式更加多样化。其中,定金加折扣的销售模式作为一种比较常用的方式,越来越受到企业管理者和学者们的关注。定金数量和折扣的大小通过消费者效用影响市场需求,进而影响零售商和制造商的收益。本文首先考虑在只有一个零售商和供应商的环境下,当供应商采取不同的定金策略时零售商面对策略型消费者的定金加折扣的销售策略问题。进而考虑市场上有两个具有竞争性的零售商,当一个零售商提前采取了收定金策略时,在同一个供应商采取不同定金策略下竞争对手的最优决策。在考虑消费者效用与市场需求量、价格折扣、市场替代率、资金成本等有关的条件下,通过建立数学优化模型并分析求解,给出不同情况下零售商收益最大化的定金决策。分析结果表明:垄断环境下,供应商的定金决策影响零售商的决策,当供应商不收定金时,零售商最优策略是收定金;竞争环境下,当一个零售商已经采取了收定金的策略时,供应商的策略也会影响零售商的决策。

The emergence of strategic consumers makes the operation of enterprises more diversified. Among them, the deposit discount sales model as a more common way, more and more attention by business managers and scholars. The quantity of the deposit and the size of the discount will affect the market demand through the consum-er 9 s utility, and then affect the profit of the retailer and the manufacturer. In this paper, we first consider the re-tailer＊ s strategy of deposit under the condition of only one retailer and supplier. Furthermore, we consider that there are two competing retailers in the market. When a retailer adopts the deposit payment policy in advance, the optimal deposit decision is made by the supplier. Considering the consumer utility and market demand, the market price discount and the replacement rate, the cost of capital and other related conditions, through the establishment of mathematical model and analysis solution, to maximize the supply chain each enterprise benefit under the deposit decision, The analysis results show that monopoly environment, supplier deposit decision influence the retailer＊ s decision - making, when the supplier not use the deposit strategy, the optimal strategy of retailers is take deposit decision; in competition environment, when a retailer has taken a deposit strategy, supplier strategy will also affect the retailer＊ s decision.