考虑全渠道供应链的优惠券投放决策研究

Research on Coupon Distribution Decision Considering Omni-channel Supply Chain

为了探究优惠券投放策略对全渠道供应链决策的影响,文中通过构建由单个制造商和单个零售商组成的二级供应链,探讨制造商投放优惠券、零售商投放优惠券以及制造商和零售商同时投放优惠券这三种策略的优劣情况。研究发现,制造商应当投放面额较低的优惠券以平衡销售量和成本之间的关系,而零售商建议投放面额较高的优惠券以增加消费者的购买欲望。另外,制造商应当始终采取积极的优惠券投放策略,避免陷入价格歧视的被动局面。对于零售商而言,当制造商支付的渠道佣金较高时,应当不投放优惠券;而当制造商支付的渠道佣金较低时,则可以依靠优惠券来提升销售额。

To explore the impact of coupon distribution strategies on omnichannel supply chain decisions,this study constructs a two-tier supply chain comprising a single manufacturer and a single retailer to discuss the advantages and disadvantages of three strategies:manufacturer-only coupon distribution,retailer-only coupon distribution,and simultaneous coupon distribution by both parties.The findings suggest that manufacturers should distribute coupons with lower face values to balance sales volume and costs,while retailers are advised to distribute coupons with higher face values to enhance consumers'purchase intentions.Additionally,manufacturers should consistently adopt proactive coupon distribution strategies,while retailers should refrain from distributing coupons when the manufacturer's commission is high,but utilize coupons to boost sales when the commission is low.