回购还是转运?缓解消费者策略购买对零售商不利影响的策略研究  

Buy-Back or Transshipment?Strategies Research on Mitigating the Adverse Influence of Consumer Strategic Purchase on Retailers

作　　者：陈飔佳 官振中[1] CHEN Sijia;GUAN Zhenzhong(School of Economics and Management,Southwest Jiaotong University,Chengdu,Sichuan 610031,China)

机构地区：[1]西南交通大学经济管理学院,四川成都610031

出　　处：《工业工程与管理》2022年第4期115-122,共8页Industrial Engineering and Management

基　　金：国家自然科学基金资助项目(71572154);服务科学与创新四川省重点实验室资助(KL2104)。

摘　　要：策略型消费者的存在会导致零售商减小订购量、降低零售价,进而对零售商收益造成损失。在考虑消费者策略行为及市场需求不确定情况下,研究了回购策略与转运策略对提升零售商绩效的作用。以最大化收益为目标,对回购策略与转运策略分别建立模型并求解,通过数值分析讨论不同策略下零售商的最优零售价、最优订购量及最优期望收益。研究表明:策略型消费者存在下,回购策略虽然能刺激零售商增加订购量,但会降低零售价,进而降低零售商的期望收益;而转运策略总能提高零售价、增加零售商的期望收益,并且当转运价格较高时,转运策略能刺激零售商增加订购量。因此合理的转运策略能同时增加零售价与订货量,进而提高零售商绩效,从而为零售商的策略选择提供决策支持。The presence of strategic consumers will cause retailers to reduce order quantities and retail prices,which in turn will cause losses to retailers′ profits. To analyze the effect of buy-back and transshipment strategies on enhancing the retailer′s performance with strategic consumers and uncertain demand,with the goal of maximizing profits,the buy-back strategy and the transshipment strategy were modeled separately,and the optimal retail price,optimal order quantity,and optimal expected profit of retailers under different strategies were solved and discussed through numerical analysis. The results show that in the presence of strategic consumer,the buy-back strategy can stimulate retailers to increase the order quantity,but it will reduce the retail price,thereby reducing the retailer′s expected revenue,and the transshipment strategy will always increase the sales price and increase the retailer′s expected revenue,and when the transshipment price is higher,the transshipment strategy stimulates retailer to increase the order quantity. Therefore,a reasonable transshipment strategy can increase both the retail price and the order quantity,thereby improving the retailer′s performance and providing decision support for the retailer′s strategic choice.

关 键 词：策略型消费者 不确定性需求 回购策略 转运策略 

分 类 号：F270[经济管理—企业管理]