摘要
在供应不确定的市场环境下,消费者思考行为对零售商和制造商的订货定价策略有何影响?本文结合消费者行为理论,研究供应不确定环境下集中式和分散式供应链中零售商和制造商的最优订货定价策略。研究结果表明:供应不确定会损害所有供应链成员的利益。当思考成本较小时,制造商依据制造成本定适中价、高价、和低价策略。适中价和高价策略均会刺激消费者思考,但仅当采取高价策略时,制造商利润会受思考成本影响。制造商(和零售商)也可制定低价策略抑制消费者思考而直接购买,此时制造商(零售商)利润随思考成本增大而增大(减少)。当思考成本偏大时,虽然消费者不思考,但是定价仍需考虑消费者的期望感知价值。此外,集中式与分散式供应链决策对比结果表明:分散决策时,零售商对制造成本更加敏感,会更早地从冒险型订货策略和全量订货策略转变为谨慎型订货策略;当思考成本较小且制造商(和零售商)制定低价策略时,分散式与集中式供应链效率一样。
Consumers are usually uncertain about the usefulness and perceived value of new products released in the market.Deliberation on products and their personal preferences,that is,the act of spending some amount of time and other costs thinking about a product,is an effective way for consumers to resolve uncertainty.To deal with consumer deliberation behavior,manufacturers and retailers often apply promotions,price reductions and advertising.Meanwhile,consumer deliberation also influences the decisions of manufacturers and retailers,for example,whether to deliberate or not and its cost prompt manufacturers and the retailers to formulate different pricing and ordering strategies.Furthermore,considering the types of uncertainties that may lead to supply disruptions in a real business environment,enterprises need not only account for the various demands of downstream customers,but also to make the purchasing decision under certain degree of uncertainty from upstream suppliers.Therefore,how supply uncertainty and consumer deliberation behavior effect the retailer and manufacturer′s optimal decisions including pricing and ordering strategies,is a meaningful research question in the supply chain and marketing context.First,this study describes and analyzes customer deliberation behavior.The result indicates that whether consumers will deliberate and/or buy a product depends on the deliberation cost and retail price.Consumer will deliberate only if the deliberation behavior affects buying decision.When the retail price is too low or too high,consumers prefer to buy or not to buy,respectively,where deliberation has limited influence on decision-making,therefore,consumer do not deliberate.When the deliberation cost is small and the retail price is in a moderate range,consumers will buy the product if their perceived value of the product is not lower than the retail price,or not buy the product otherwise.Second,this study builds two models based on the theory of consumer deliberation and supply uncertainty,to study the optimal pricing and ordering strategies of the manufacturer(and retailer)in centralized and decentralized supply chains in this environment.The results show that supply uncertainty will harm the profit of retailer,manufacturer,and the whole supply chain.Additionally,consumer deliberation will affect the pricing and ordering strategies of the manufacturer and retailer as long as the deliberation and manufacturing costs are not particularly small,because the retailer will consider whether consumers will buy the product and whether consumers will deliberate.Therefore,the deliberation cost balances the whole supply chain in a new way.Specifically,when the deliberation cost is small,the manufacturer(and retailer)will adopt different price strategies according to the production cost,including low-price,middle-price,and high-price strategies.For example,when the deliberation cost is very small,the manufacturer(and retailer)will adopt the middle-price strategy if the production cost is very small,and they will adopt the high-price strategy(targeting the high-value customers who are willing to buy)otherwise.Both these two strategies stimulate consumer deliberation.As the deliberation cost increases,the manufacturer(and retailer)may also adopt the low-price strategy to inhibit deliberation up to a threshold of the production cost.Consumers will not deliberate when the deliberation cost is high,but the retailer should consider the consumers′perceived value when determining the optimal selling price.Finally,this study compares the performance of consumer deliberation in centralized and decentralized supply chains.The results demonstrate that the retailer is more sensitive to manufacturing cost in a decentralized supply chain than in a centralized supply chain,and shifts from risky and all-in ordering strategies to a prudent ordering strategy earlier.When the deliberation cost is high but does not exceed a threshold,the centralized and decentralized supply chains have the same performance without losing efficiency.In summary,in the era of consumption,the key to transformation for each member in a supply chain is to transfer the focus from“products”to“consumers”.The iteration of old products and the emergence of new products are endless,and consumers dictate how the market accepts these products.Therefore,it is important and necessary for manufacturers and retailers to perceive and understand consumers′demand and behavior.Additionally,disruption events occur frequently in supply chain management because of the increasing complexity and uncertainty of global supply chains.The globalization of supply chains and consumption offers various opportunity for enterprises though it simultaneously brings big challenges in terms of making optimal marketing-related decisions by accounting consumer deliberation behavior and supply uncertainty.This study therefore aims to inspire more good ideas and research on the effects of consumer deliberation and supply uncertainty on supply chain management.
作者
林美燕
马利军
汪岚
苏晓仪
LIN Meiyan;MA Lijun;WANG Lan;SU Xiaoyi(College of Management,Shenzhen University,Shenzhen 518061,China;School of Business Administration,Guangdong Institute of Finance,Guangzhou 510521,China)
出处
《管理工程学报》
CSSCI
CSCD
北大核心
2022年第5期247-256,共10页
Journal of Industrial Engineering and Engineering Management
基金
国家自然科学基金资助项目(71871145、71801158、72031004)。
关键词
供应链管理
供应不确定
响应性定价
消费者思考
Supply chain management
Supply uncertainty
Responsive pricing
Consumer deliberation
