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运筹学学报 >

2022 , Vol. 26 >Issue 3: 120 - 132

DOI: https://doi.org/10.15960/j.cnki.issn.1007-6093.2022.03.009

新产品供应链下考虑顾客体验效应的制造商渠道返利策略研究

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  • 1. 天津理工大学理学院运筹学与系统工程研究所, 天津 300384
    2. 南开大学商学院, 天津 300071
    3. 河南理工大学工商管理学院能源经济研究中心, 河南焦作 454000
吴晨晨, E-mail: wu_chenchen_tjut@163.com

收稿日期: 2022-01-07

  网络出版日期: 2022-09-07

基金资助

教育部人文社会科学研究基金(19YJC630188);国家自然科学基金(11971349)

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Manufacturer channel rebate strategies with customer experience under new product supply chain

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  • 1. Institute of Operations Research and Systems Engineering, College of Science, Tianjin University of Technology, Tianjin 300384, China
    2. Business School, Nankai University, Tianjin 300071, China
    3. Research Center of Energy Economy, School of Business Administration, Henan Polytechnic University, Jiaozuo 454000, Henan, China

Received date: 2022-01-07

  Online published: 2022-09-07

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摘要

随着体验经济的到来和新产品市场的竞争, 如何针对顾客体验进行渠道建设和品牌推广就显得尤为重要。本文针对新产品供应链的环境, 考虑顾客的体验效应及零售商对此所做的体验投入, 利用效用理论构建了线上和线下消费者的需求函数, 在此基础上分别探讨了批发价格模式和渠道返利模式制造商占优的供应链的决策行为, 分析了供应链各决策主体均衡解的特征, 并对渠道返利前后供应链节点企业的最优决策进行了比较, 最后用数值例子分析了制造商的返利点、零售商的体验投入水平、顾客的体验效应、旅行成本以及购买意愿等对供应链最优绩效的影响。

关键词： 顾客体验; 体验投入; 效用理论; 新产品供应链; 双渠道

本文引用格式

徐春明, 吴晨晨, 原白云 . 新产品供应链下考虑顾客体验效应的制造商渠道返利策略研究[J]. 运筹学学报, 2022 , 26(3) : 120 -132 . DOI: 10.15960/j.cnki.issn.1007-6093.2022.03.009

Abstract

With the advent of experience economy and the competition of new product, it is important for manufacturers to build channel distribution and brand promotion based on the customer experience. In this paper, considering the customer experience factor and the retailer's investment in the experience, offline and online demand models are firstly developed in the new product supply chain, respectively. The manufacturer-led supply chain with the contracts of the wholesale price and the channel rebate are discussed. Furthermore, the characteristics of the equilibrium solution of each decision-maker in the supply chain are analyzed, and the comparisons of the optimality based on the above models are made. Finally, the effects of the manufacturer's rebate point, the retailer's experience investment level, the customer's experience factor, the travel cost and the willingness-to-pay on the optimal performance of supply chain are explored in the numerical examples.

Key words： customer experience; experience investment; utility theory; new product supply chain; dual channel

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