零售商引入扶贫产品的策略研究

Strategies of Retailer Introducing Poverty Alleviation Products

零售商引入扶贫产品有助于扶贫产品建立稳定的销售渠道,进而促进贫困地区产业化发展,提升消费扶贫的成效和稳定性。然而零售商作为理性人,是否引入扶贫产品,引入之后采用何种定价策略,是经过一系列博弈后的结果。本文从扶贫产品道义特性入手,捕获其对市场需求产生的影响,进而构建零售商主导的二级供应链博弈模型,以此探讨零售商的产品引入策略和定价策略。研究发现,采取双产品策略对零售商有益,因此零售商会乐意引入扶贫产品,而不同的定价策略对市场需求及供应链成员的收益产生不同影响。各供应链成员偏好的定价策略与实际市场特征有关。总体而言,采用扶贫产品定价高于常规产品的定价策略,十分利于扶贫产品供应商,而对常规产品供应商影响则较小,因此该定价策略有助于消费扶贫。而增强社会的扶贫氛围则有助于零售商选择该定价策略。但是两种产品的价格差距必需限定在某个范围之内,否则高价格产品将被排挤出市场。

“Poverty alleviation through consumption”is a form of poverty reduction whereby all sectors of society can help increase the income of poor individuals by consuming products and services from impoverished areas.It is an important way for social entities to participate in poverty reduction.Retailers can promote the establishment of stable supply chains for poverty alleviation products by introducing and selling such products.One of the motivations behind this behavior is to increase profits.Retailers can adopt different product and pricing strategies,which can have varying impacts on supply chain participants and the effectiveness of poverty alleviation through consumption.The objective of this paper is to study these strategies and their impact to gain management insights.Currently,there are few literature resources on poverty alleviation through consumption,most of which focus on qualitative research.It aims to model the market characteristics of poverty alleviation products for the first time and illustrate the impact of moral attributes of poverty alleviation products on market equilibrium.The significance of this study lies in enhancing the theoretical foundation of poverty alleviation through consumption.A game-theoretic model featuring a single retailer,an ordinary product supplier,and a poverty alleviation product supplier is analyzed.Given that suppliers of poverty alleviation products,such as farm and sideline products,typically have limited pricing power in the market,the interaction between product suppliers and the retailer is modelled as a retailer-led Stackelberg game(RS).In this game,the retailer assumes the role of the Stackelberg game leader and sets the retail markup for both ordinary and poverty alleviation products.The two suppliers,as followers,then respond with respective wholesale prices.The retailer also has the option to include either or both product types in its assortment,referred to as the retailer's product strategies.Additionally,the retailer decides which products to price higher,known as pricing strategies.Using this model,the revenue of supply chain participants is compared under different product and pricing strategies and propose strategies that are relatively beneficial to all three participants.The model highlights the moral economy aspect of poverty alleviation through consumption and seeks to capture the impact of moral attributes on market equilibrium.Poverty alleviation products have a humanitarian dimension that sets them apart from other products,making consumers who value humane care willing to pay a premium for them.This creates two types of consumers:those who prefer poverty alleviation products and those who prefer regular products.Thus,the demand function is constructed to reflect consumer behavior and account for the moral attributes of poverty alleviation products.There are similar studies in the literature on the introduction of private brands.However,since we consider both types of consumers in model,it is more difficult to construct the demand function than the existing studies.The analysis of the models indicates that the retailer adopts different product and pricing strategies,which can have varied impacts on the supply chain participants and the effectiveness of poverty alleviation through consumption.To increase revenue,the retailer is likely to adopt a dual-product strategy,selling both regular and poverty alleviation products.While this strategy can boost overall revenue for the supply chain,it may reduce the revenue of product suppliers.Adopting a pricing strategy where poverty alleviation products are more expensive than ordinary products is highly beneficial to poverty alleviation product suppliers but has less impact on ordinary product suppliers.Therefore,this pricing strategy can improve the effectiveness of poverty alleviation through consumption.Encouraging a society-wide atmosphere of poverty alleviation can induce the retailer to choose this pricing strategy.However,the price gap between the two products must be limited to a certain range,otherwise high-priced products will be squeezed out of the market.