考虑市场细分的零售商自主以旧换新策略研究

在越来越多企业开始自主推行以旧换新业务的背景下,本文从供应链的视角出发,构建考虑市场细分和消费者效用的策略模型,研究零售商自主以旧换新策略选择及相应的供应链决策问题,着重分析市场细分和旧产品折旧程度对策略选择、决策和供应链效率的影响.研究发现:零售商的策略选择除了受产品制造成本影响外,还依赖于外部客户比例和旧产品折旧程度;当老客户占比和旧产品折旧度处于某区域时,自主以旧换新策略优于无以旧换新策略;在某些情况下,制造商的期望策略与零售商的最优策略相悖;供应链效率受客户比例和旧产品折旧度影响.此外,当老客户占比或旧产品折旧度高于某阈值时,老客户对主体的利润贡献大于新客户.本文的研究结论对企业在供应链环境下推行以旧换新政策有一定的理论指导意义.     

英国零售商自有品牌现象及其借鉴意义

零售商以自有品牌销售产品 ,包括英国在内的欧美国家经历了从低质、廉价、包装粗劣及“我也是”产品线到产品品质、种类、性质、包装等全方位与品牌生产商产品媲美 ,被消费者普遍认可为“完全可以接受的质量 +很值得买的价格”的过程。我国零售商家可从中得到启示。     

Gray Markets and Supply Chain Incentives

“Gray markets” are unauthorized channels that distribute a branded product without the manufacturer's permission. Since gray markets are not officially sanctioned by the manufacturer, their existence is assumed to hurt the manufacturer. Yet manufacturers sometimes tolerate or even encourage gray market activities. We investigate the incentives of a manufacturer and its authorized retailer to engage in (or tolerate) gray markets. The firms need to consider the trade‐off between the positive effects of a gray market (price discrimination and cost savings) and the negative effects (cannibalization of sales and a loss in consumer valuation). Generally, gray markets can be categorized into two types: (i) a “local gray market,” where a retailer diverts products to unauthorized sellers operating in the same region as the retailer; and, (ii) “bootlegging,” where the retailer diverts products to unauthorized sellers in another market where the manufacturer sells through a direct channel. We characterize the equilibrium in each type of gray market and identify conditions under which the retailer will divert products to the gray market. Incentive problems are more complicated when the retailer bootlegs and, in this case, we show that conflicting incentives may lead to the emergence of a gray market where both the manufacturer's and retailer's profits decrease.     

New Product Design under Channel Acceptance: Brick‐and‐Mortar,Online‐Exclusive,or Brick‐and‐Click

In recent years, an increasing number of brick‐and‐mortar retailers have entered into the new brick‐and‐click era. Within this context, when a manufacturer presents a new product offering to a retailer, the ultimate decision is often made by the retailer regarding (1) whether to carry the new product, and (2) the channel outlet the product will be carried in (i.e., in‐store only, online‐exclusive, or brick‐and‐click). In response to this trend, we examine how a manufacturer may use product design to influence a dual‐channel retailer's outlet designation decision. This is the first study to investigate a manufacturer's optimal product design strategy when a brick‐and‐mortar retailer expands online. We demonstrate that, to induce the retailer to carry a new product both offline and online, it may not always be optimal for the manufacturer to enhance product quality (compared with when the retailer only operates offline). With the online store addition, the retailer may also be incentivized to adjust his participation criterion to a level less than what is determined by his outside option.     

多渠道整合质量对线上购买意愿的作用机理：传统零售商的视角

与纯网络零售商相比,传统零售商在拓展线上业务方面具有“多渠道”的优势,但往往由于线上、线下渠道的整合水平太低而无法使该优势得到发挥。本研究从传统零售商的视角探讨多渠道整合质量对线上购买意愿的作用机理,分析顾客对不同多渠道整合质量构成的评价如何通过线上顾客感知价值影响线上购买意愿。开发了多渠道整合质量和线上顾客感知价值的量表;构建了多渠道整合质量对线上购买意愿影响的理论模型;以有过多渠道购物经历的消费者为样本,通过在线发放电子问卷的形式回收有效问卷374份,采用多元线性回归对假设和中介效应进行检验。研究发现,多渠道整合质量可划分为服务构造透明度、过程一致性、信息一致性和业务关联性四个维度;服务构造透明度、过程一致性和业务关联性能通过线上顾客感知价值的三个维度积极地影响线上购买意愿,信息一致性对线上顾客感知价值的影响不显著;与线上结果性价值和线上情感性价值相比,线上程序性价值对线上购买意愿的影响较弱。该结论为传统零售商利用多渠道的优势拓展线上业务提供了新的思路和理论指导。     

Advertising in Asymmetric Competing Supply Chains

Advertising is a crucial tool for demand creation and market expansion. When a manufacturer uses a retailer as a channel for reaching end customers, the advertising strategy takes on an additional dimension: which party will perform the advertising to end customers. Cost sharing (“co‐operative advertising”) arrangements proliferate the option by decoupling the execution of the advertising from its funding. We examine the efficacy of cost sharing in a model of two competing manufacturer–retailer supply chains who sell partially substitutable products that may differ in market size. Some counterintuitive findings suggest that the firms performing the advertising would rather bear the costs entirely if this protects their unit profit margin. We also evaluate the implications of advertising strategy for overall supply chain efficiency and consumer welfare.     

零售商品牌资产影响因素及其作用机制的实证研究

零售商品牌资产建设是决定零售企业规模化和持续化发展的一项战略议题,对零售企业长期竞争优势的建立有重要意义。本文从顾客视角出发,构建了零售商品牌资产影响因素及其作用机制研究模型。通过对济南和南昌两地百货商店和超级市场的消费者进行调研发现,商店形象属性通过顾客情绪、感知价值、顾客满意和顾客信任的作用对零售商品牌资产产生影响。其中,商店形象属性对顾客情绪的影响在不同的零售业态和地区表现出了一定的差异性。研究结论对零售企业品牌管理实践有重要启示作用。     

制造商公平关切对闭环供应链成员最优策略的影响

回收再利用已成为企业降低成本、履行社会责任的重要途径。以制造商和零售商组成的动态闭环供应链系统为研究对象,利用微分博弈理论探讨公平关切行为对供应链成员决策的影响。通过构建回收率线性微分方程、供应链成员效用函数及HJB方程,研究制造商公平关切、零售商负责回收废旧产品模式下供应链成员的最优批发价格、最优销售价格和最优利润问题,最后进行参数敏感性分析。结果显示:制造商公平关切程度与系统回收率及零售商回收努力水平成反比,与批发价格和零售价格成正比。     

考虑策略型消费者行为的零售商订货及忠诚计划联合决策研究

顾客忠诚计划是零售商的重要销售策略之一. 本文针对两期折扣问题中零售商的订货和积分回馈计划投入的联合决策问题,基于完全理性假设,并结合问题的实际情况,考虑了全价期单期以及全价期和折扣期两期的积分回馈计划,构建了基于这两种积分回馈计划下的策略型消费者决策模型. 分析了不同积分回馈计划对策略型消费者行为的影响,进而讨论了零售商在不同决策下的收益情况,探索了零售商订货和积分回馈计划联合决策的制定. 研究发现：(1)积分回馈计划会对策略型消费者行为产生影响,从而影响零售商的决策和收益;(2)订货和忠诚计划制定的联合决策有利于零售商提高收益;(3)对于单位成本低的商品,面向全价期的积分回馈计划的最优收益提升较大;(4)对于商品价值与实际价格差异较小的商品,积分回馈计划对最优收益的提升作用较大. 具体而言,如果商品单位成本小于等于折扣价,则面向全价期的积分回馈计划的最优收益提升较大,反之,则面向全价期和折扣期的积分回馈计划的最优收益提升较大.