租售混合渠道下异质产品渠道进入与回购策略

doi:10.6040/j.issn.1671-9352.0.2021.617

摘要/Abstract

摘要：

考虑由一个制造商、一个租赁商和一个零售商组成的租售混合渠道供应链, 制造商通过租赁和零售两个渠道分销两种异质产品, 并回购租赁渠道的部分旧产品以避免这些旧产品直接通过租赁渠道流入零售市场而与零售渠道产生竞争冲突, 研究制造商两种异质产品的渠道进入与回购策略: 高质量和低质量产品分别进入租赁(零售)和零售(租赁)渠道(简称H(L)策略), 应用动态博弈理论建立上述两种策略下的两周期动态博弈模型并进行比较分析。研究表明: 在上述两种策略下, 当回购价格较高时, 均会出现有回购情形; 在有回购情形下, 回购价格始终低于转售价格, 制造商经由零售渠道的利润率始终高于租赁渠道, 且L策略的该利润率高于H策略的; 而H策略的回购价格、回购数量、转售价格始终高于L策略的。最后通过数值仿真分析表明, 当产品质量差异系数较小时, 制造商应选择L策略; 反之, 制造商应选择H策略。

关键词: 租售混合渠道, 异质产品, 渠道进入, 回购

Abstract:

A supply chain of mixed leasing and retail channels comprising of a manufacturer, a leaser and a retailer is considered. The manufacturer distributes two kinds of heterogeneous products through leasing and retail channels respectively, and buybacks part of the old rental products from the leasing channel in order to avoid the competition conflict between the retail channel and the leasing channel through which these old rental products may flow into the retail market. The following channel entry and buyback strategies of two heterogeneous products: high-quality and low-quality products entering the leasing (retail) and retail (leasing) channels respectively, which are referred to as strategies of H and L. Two two-cycle dynamic game models of channel entry and buyback strategies are compared and analyzed by using the dynamic game theory. The results show that, under the above two strategies, when the buyback price is high, a so-called buybacks situation will arise. In the case of buyback situation, the buyback price is always lower than the resale price, the manufacturer's profit margin through the retail channel is always higher than that of the leasing channel, and the manufacturer's profit margin of the strategy L is higher than that of the strategy H; the buyback price, buyback quantity and resale price of the strategy H are always higher than that of the strategy L. Finally, the numerical simulation analysis shows that when the product quality difference coefficient is small, the manufacturer should choose the strategy L; otherwise, the manufacturer should choose the strategy H.

Key words: mixed leasing and retail channels, heterogeneous products, channel entry, buyback

中图分类号:

F272.3

经有国,任君玲,刘肖杨,王海龙,宋楗. 租售混合渠道下异质产品渠道进入与回购策略[J]. 《山东大学学报(理学版)》, 2023, 58(7): 1-17.

Youguo JING,Junling REN,Xiaoyang LIU,Hailong WANG,Jian SONG. Channel entry and buyback strategies of heterogeneous products under mixed leasing and retail channels[J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2023, 58(7): 1-17.

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符号	含义	符号	含义
δ	高质量产品的质量指数(δ>1)	v	制造商向租赁商支付的旧出租产品回购价格
c	低质量产品的单位成本	${\bar v}$	制造商向零售商收取的旧出租产品转售价格
θ	产品耐用度, θ∈[0, 1]	q_ij、${\bar q}$_ij	第i周期j产品的市场租赁数量、市场销售数量, i∈{1, 2}, j∈{n, p, u}
n	新产品, 制造商在两周期中将新产品销售到租赁渠道和零售渠道	p_ij、${\bar p}$_ij	第i周期j产品的市场租赁价格、市场销售价格
u	旧销售产品, 消费者购买新产品并使用1个周期后的旧产品, 可以出售或继续使用	ϕ	消费者对低质量新产品使用1个周期的估值或支付意愿
p	旧出租产品, 被出租1个周期后的旧产品, 可以返回给制造商或继续出租	z_j^s、${\bar z}$_j^s	s策略下租赁渠道、零售渠道的消费者对j产品的估值, s∈{H, L}
w、${\bar w}$	租赁渠道、零售渠道新产品的批发价格	π_i、π_i、Π_i	租赁商、零售商、制造商第i~2周期的总利润

c	θ
c	0.05	0.1	0.2	0.3	0.4	0.5	0.6	0.7	0.8	0.9	0.95
0.05	4.571 1	3.584 8	2.775 8	2.327 3	2.006 5	1.755 2	1.549 8	1.378 0	1.232 3	1.107 4	1.051 6
0.10	4.569 1	3.580 8	2.768 5	2.318 1	1.996 5	1.745 4	1.540 9	1.370 7	1.226 8	1.104 3	1.050 0
0.15	4.566 7	3.576 1	2.760 1	2.307 6	1.985 3	1.734 5	1.531 2	1.362 6	1.220 8	1.101 0	1.048 2
0.20	4.563 9	3.570 6	2.750 5	2.295 8	1.972 8	1.722 5	1.520 5	1.353 8	1.214 4	1.097 4	1.046 3
0.25	4.560 6	3.564 1	2.739 4	2.282 3	1.958 8	1.709 2	1.508 6	1.344 0	1.207 3	1.093 4	1.044 2
0.30	4.556 7	3.556 5	2.726 5	2.266 9	1.942 9	1.694 2	1.495 5	1.333 3	1.199 5	1.089 1	1.041 9