基于消费者效用的临期产品销售渠道选择及捆绑销售策略研究  

Research on Distribution Channel Selection and Bundling Strategy of Expiring Products Based on Consumer Utility

作　　者：孙嘉轶 王小飞 滕春贤 SUN Jiayi;WANG Xiaofei;TENG Chunxian(Harbin University of Science and Technology,Harbin,China)

机构地区：[1]哈尔滨理工大学经济与管理学院

出　　处：《管理学报》2024年第9期1401-1410,共10页Chinese Journal of Management

基　　金：黑龙江省自然科学基金资助项目(LH2022G010);黑龙江省哲学社会科学研究规划基金资助项目(22GLB108);中央支持地方高校改革发展资金人才培养项目(2021)。

摘　　要：考虑消费者效用,分别构建新产品与临期产品分开销售或捆绑销售、制造商直销或零售商代销的4种供应链决策模型,分析消费者偏好、服务影响因子、临期产品成本参数对供应链决策及利润的影响,得到临期产品的最优销售渠道和捆绑销售策略。研究发现,临期产品的销售一定程度上可以影响消费者购买决策,改变企业的盈利模式;提出临期产品4种销售模式的存在性条件,并划分7个区域,得到每个区域的最佳销售渠道与捆绑销售策略,制造商直销渠道下供应链的整体经济效益往往更优,而捆绑销售策略需视具体情况而定;对消费者而言,捆绑销售制造商直销模式下,其效用最高。Considering consumer utility,four kinds of supply chain decision-making models,including new products and expiring products sold separately or bundled,as well as manufacturer direct sales or retailer consignment sales,are constructed respectively.Then the influence of consumer preference,service influencing factor,and cost parameter of expiring products on the decision-makings and profits of the supply chain are analyzed.Further the optimal sales channel and bundled sales strategy of expiring products are obtained.The results show that the sales of temporary products can affect consumers' purchase decisions and change the profit model of enterprises to a certain extent.The existence conditions of four sales modes of expiring products are proposed,based on which seven regions are divided,and the best sales channel and bundled sales strategy for each region is obtained.In most cases,the economic benefits of the supply chain system under the manufacturer's direct sales channels are better,and the bundled sales strategy depends on the specific situation.The consumer utility is the highest under the manufacturer direct sales model of the bundled products.

关 键 词：供应链 临期产品 消费者效用 销售渠道 捆绑销售 

分 类 号：C93[经济管理—管理学]