不同权力结构下供应链概率销售策略比较研究

A Comparative Study on Probabilistic Selling Strategy of Supply Chain under Different Power Structures

考虑供应链不同权力结构,探讨产品概率销售问题,分析消费者对产品不完全匹配敏感程度、概率产品组合比例等因素变化对其所产生的影响,并对三种不同权力结构进行比较分析。从研究结果来看,三种不同权力结构下产品批发价格、边际利润有所不同,且消费者对产品不完全匹配敏感程度及概率产品组合比例变化均对其产生影响,但影响程度在不同权力结构下会不同。数值分析进一步表明,弱化消费者对产品不匹配敏感程度或提升消费者购买概率产品的不确定性将有利于供应链实施概率销售策略。

With the aggravation of market competition,it is particularly important that a right sales strategy is chosen for any enterprise,if it wants to enter,occupy,consolidate and expand the market.As a relatively new sales strategy,probabilistic selling has been accepted and recognized by more and more people.Probabilistic selling is that sellers combine their existing products or services into probabilistic product,and take it as an additional purchase option for potential buyers.It is widely used in aviation,tourism and retail industries.For example,some clothes or shoes have been combined into probabilistic products to sell at a low price by some well-known retailers(such as Amazon),and consumers only get information about color,style,design,pattern and so on until they get the products.From the existing literature,the advantages of probabilistic selling in market expansion,market segmentation,differential pricing have been discussed by a large number of studies,and they showed that probabilistic selling has a wide range of profitability and application prospect.Focusing on this problem,the paper takes the supply chain of a manufacturer and a retailer as the object,based on the different power structures,the probabilistic selling models of manufacturer Stackelberg game,retailer Stackelberg game and Nash game are established.Then through the method of game theory,the impact of three power structures on the decision,demand and profit of the supply chain participants is analyzed,and at the end,the three power structures are compared.The results show that:wholesale price and marginal profit of products are different under three power structures,and they are affected by the sensitivity of consumers to incomplete product matching and the combined proportion of probabilistic product,but the degree is different under three power structures.Referring to the existing literature data,a numerical analysis is given for the study,it further shows that:weakening the sensitivity of consumers to incomplete product matching or increasing the uncertainty of probabilistic product is good for supply chain to implement probabilistic selling strategy.The results of this paper on probabilistic selling under different power structures can enrich the theory of supply chain management and provide theoretical support for subsequent research.