摘要
由零售商和消费者同时瓜分制造商所提供产品折扣的共享折扣策略是一种新兴的促销模式,以其为研究对象,探讨折扣分配比例对最优批发价以及零售商订货决策的影响,并将该策略与批发价折扣策略和余货补偿策略进行对比。研究发现:制造商在共享折扣策略下的最优批发价介于其他两种策略下的最优批发价之间;当产品成本较低且消费者所得折扣比例较高时,零售商的最优订货量随消费者折扣比例以及单位折扣金额单调递增,而且制造商和零售商在共享折扣策略下的利润也更高。并结合企业实际数据的算例进一步解释供应链企业实施共享折扣策略的边界。
There emerges a promotion strategy in supply chain where manufacturers incentivize retailers and consumers by allocating a product discount between them when one product is sold successfully,termed as shared discount strategy.This study explores the impacts of the discount allocation ratio on the manufacturer’s optimal wholesale price and the retailer’s order quantity decisions,and then compares this strategy with the wholesale price discount strategy and the unsold-discount strategy.The results demonstrate that the manufacturer’s optimal wholesale price under the shared discount strategy is higher than its optimal wholesale price under the unsold-discount strategy,but lower than its optimal wholesale price under the wholesale price discount strategy.In addition,when the product cost is low and the discount ratio shared by consumers is high,both the manufacturer and the retailer can extract a higher profit by adopting the shared discount strategy.In this case,the retailer’s optimal order quantity increases with the discount ratio(allocated to consumers) and the unit discount amount.The boundaries of the implementation of shared discount strategy in supply chain companies are further explained with the arithmetic examples of actual data from companies.
作者
曹庆宁
杜嘉浩
余玉刚
孙李波
CAO Qingning;DU Jiahao;YU Yugang;SUN Libo(University of Science and Technology of China,Hefei,China)
出处
《管理学报》
CSSCI
北大核心
2022年第3期423-432,共10页
Chinese Journal of Management
基金
国家自然科学基金资助创新研究群体项目(71921001)
国家自然科学基金资助项目(71972173)
中国科学技术大学青年创新基金资助项目(WK2040000032)。
