考虑消费者时间偏好和不便成本的手机企业渠道动态选择研究

Dynamic channel selection of mobile phone companies considering time preference of consumers and inconvenience cost

在国产手机企业实施“走出去”战略的时代背景下,研究作为他国市场新入者的国产手机企业的供应链渠道战略。在根据消费者对等待时间偏好程度的不同进行客群划分的基础上,构建包含不便成本等市场参数的渠道决策模型。研究结果表明:当直销渠道成本和实体店零售商的不便成本都比较高的时候,制造商会选择构建双渠道,并会攫取全部利润(CP均衡);当直销渠道成本较高而不便成本较低时,制造商会选择双渠道,但其会与零售商形成收益共享(SP均衡),这两种均衡差异主要取决于制造商对实体店零售商的批发价格;而当直销渠道成本和不便成本都较低时,制造商会选择无实体店战略,只构建直销渠道(NR均衡)。同时,单位产品成本、市场销售价格的减少以及消费者效用值的增加都将促使制造商从NR均衡转向其它两个均衡,并且单位产品成本的减少将增强制造商的话语权,使得其由SP均衡转为CP均衡。

With the strength of the domestic mobile phone enterprises and the gradual saturation of the domestic mobile phone market,an increasing number of domestic mobile phone companies choose to exploit the overseas market.Under the background of implementing the"going global"strategy of China's mobile phone enterprises,enterprises must consider the difference between overseas market environment and domestic market environment.This paper studies the global supply china channel strategy of China's mobile phone companies to enter other markets.First,the consumers are divided into different groups according to different degrees of consumers'preference for waiting time,namely the time preference.This paper builds a channel decision model that considers the market parameters such as the time sensitivity of consumers and the cost of the inconvenience.Then,we compare the critical conditions for different consumer channel decision making situations,and then we can obtain the optimal wholesale price of mobile phone manufacturers under the condition of different inconvenient cost by the backward induction method.According to the optimal wholesale price,we can obtain the delivery lead time of the manufacturer and the service level decision of the retailer.Finally,we can obtain the expected sales volume and the corresponding profit level of each channel to determine the optimal channel decision problem under the condition of different market parameters.There are four major findings.First,the manufacturer will choose to sell its products through a dual channel and capture all the profit(CP strategy)when the cost of the direct channel and the inconvenience cost of the retailers are relatively high.Second,the manufacturer will still choose to sell its products through a dual channel and then share the profit with the retailer(SP strategy)when the cost of direct channel is higher,and the inconvenience cost of the retailers is lower.These two different strategies depend primarily on the manufacturer's wholesale price for the retailer.Third,the manufacturer will choose to sell its products through the direct channel(NR strategy)only when the cost of the direct channel and the inconvenience cost of the retailers are relatively low.Fourth,the reduction of the unit product cost and market sale price,and the increase of consumer utility value will make the manufacturer transfer from the NR strategy to the other two strategies.The more reduction of the unit product cost,the more profit the manufacturer will make.The study predicts that domestic mobile phone enterprises will accelerate the pace of“going global”with the intensifying of the competition in the mobile phone industry,and the design localization of supply chain will become an industry trend.The research results of this paper will provide managerial suggestions for the design of the overseas supply chain channel and enhance their competitiveness in overseas markets.