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今天小编分享一篇博士论文《基于返券促销的两产品供应链运作策略研究》，我们接着学习硕士论文第五章零售商主导型供应链中零售商返券促销策略研究。
Today xiaopian shares a doctoral thesis "Research on the Operation Strategy of two-product Supply chain Based on coupon Promotion", and then we study the research on retailer's coupon promotion strategy in retailer-oriented supply chain in chapter 5 of our master thesis.
# 1
1.问题提出
学者先从零售商提供返券促销且处于主导地位的现实案例举例引出零售商主导型供应链中零售商返券促销的特点。其特点主要包括：1.消费者购买一定金额的产品获得返券后，还可以用于购买零售商的其他产品。2.返券的兑换成本由零售商承担。3.消费者用返券兑换的产品可以来自不同的制造商。4.零售商在渠道权力结构中具有更大的权力。
The scholar first draws out the characteristics of retailer's coupon promotion in retailer-dominated supply chain from practical examples of retailer's dominant position in providing coupon promotion. Its features mainly include: 1. After consumers buy a certain amount of products to get coupons, they can also be used to buy other products of retailers. 2. The retailer will bear the exchange cost of the coupon. 3. The products that consumers redeem with the coupons can come from different manufacturers. 4. Retailers have more power in the channel power structure.
接着学者通过其案例和特点引出研究问题，在零售商主导下，零售商如何制定两种产品的零售价格？零售商如何设置返券？制造商又如何设置批发价格 等问题。
Then scholars draw research questions through their cases and characteristics. Under the dominance of retailers, how do retailers set the retail prices of the two products? How do retailers set up coupons? How do manufacturers set wholesale prices?
接着学者说明自己的研究思路，主要研究由两个独立制造商和一个零售商组成的分散化供应链系统，零售商作为供应链的承担者且作为返利促销成本的承担者。学者先考虑无返券促销的模型，接着考虑零售商返券促销的模型（三种不同的价格策略：1.固定批发价格和零售价格，2.只固定批发价格3.不固定批发价格和零售价格），再考虑消费者时间不一致性和产品互补性对模型进行研究。
Next, the scholar explained his research ideas, mainly studying the decentralized supply chain system composed of two independent manufacturers and one retailer. The retailer acts as the undertarer of the supply chain and the undertarer of rebate promotion costs. Scholars first consider the model of no coupon promotion, and then consider the model of retailer coupon promotion (three different pricing strategies: 1. Fixed wholesale price and retail price; 2. Fixed wholesale price only; 3. Not fixed wholesale price and retail price), and then considering the consumer time inconsistency and product complementarity, the model is studied.
# 2
2.无返券促销模型
学者现实构建了无返券促销的模型作为研究模型对照，特别的是零售商主导时零售商的价格p都要改写成批发价格+加价。先由零售商决定产品1和产品2的零售加价，然后制造商1和制造商2分别决策各自的批发价格，假设消费者为前瞻性消费者，再购买时根据最大化净效用原则进行购买决策。
Scholars actually constructed the model of no-coupon promotion as a comparison of the research model. In particular, when retailers are dominant, retailers' price P should be rewritten into wholesale price + markup. First, the retailer decides the retail markup of product 1 and product 2. Then, manufacturer 1 and Manufacturer 2 decide their respective wholesale prices respectively, assuming that consumers are prospective consumers, and then make purchase decisions based on the principle of maximum net utility.
学者根据消费者的四种购买选择构建出消费者的需求函数，采用逆向归纳法求出产品1和产品2的最优边际利润，两制造商最优的批发价格。在无返券促销时，零售商的期望利润是制造商期望利润之和的两倍。这主要是因为零售商作为先动者获得利润的2/3。
Scholars constructed the demand function of consumers according to their four purchase choices, and calculated the optimal marginal profit of product 1 and product 2 and the optimal wholesale price of the two manufacturers by backward induction. In the absence of a coupon, the retailer's expected profit is double the manufacturer's combined expected profit. This is mainly because retailers get two-thirds of the profits as first movers.
# 3
3固定批发价格和零售价格的返券促销
在返券促销模型中，学者依旧是根据消费者的四种选择构建期望需求。学者先是研究固定批发价格和零售价格的返券促销。根据逆向归纳法进行求解。研究发现，当连个产品价值相近或返券兑换率足够高时，零售商提供较小的返券，反之，则提供较大的返券。其次，最优返券面值随着产品价值的增加而增加，当产品价值较高时，零售商通过增加最优返券面值吸引消费者购买并兑换返券。同时最优返券的面值会受到返券兑换率的影响。当兑换率越高，则返券降低，反之，亦然。
In the model of coupon promotion, scholars still construct the expected demand according to the four choices of consumers. Academics first studied coupon promotions at fixed wholesale and retail prices. It is solved by backward induction. The study found that retailers offered smaller rebates when the value of the products was similar or when the rebate rate was high enough, and larger rebates when it was not. Secondly, the optimal coupon value increases with the increase of product value. When the product value is high, retailers can increase the optimal coupon value to attract consumers to buy and redeem coupons. At the same time, the face value of the optimal coupon will be affected by the coupon exchange rate. The higher the exchange rate, the lower the coupon, and vice versa.
学者还将零售商返利中零售商主导与制造商主导的情况进行比较，研究发现零售商在制造商主导型供应链中的返券促销力度相比在零售商主导型供应链时更小。这主要是由于零售商关于产品1，产品2的边际利润在零售商主导的情况要大于制造商主导的情况，因此，零售商主导的供应链中零售商可以通过更高的差您边际利润弥补更高的返券兑换成本，进而提供更大的返券面值。
Scholars also compared the retailer-dominated and manufacturer-dominated situations of retailer rebates, and found that retailers had less coupon promotion in the manufacturer-dominated supply chain than in the retailer-dominated supply chain. This is mainly because the retailer's marginal profit of product 1 is larger than that of product 2 in the retailer-led situation. Therefore, in the retailer-led supply chain, the retailer can compensate for the higher coupon exchange cost through higher margin profit, thus providing a larger coupon value.
当产品的估值、返利满足一定条件时，产品1的最优期望需求随着产品1价值的增加而减少，随着产品2价值的增加而增加。
When the valuation and rebate of the product meet certain conditions, the optimal expected demand of product 1 decreases with the increase of the value of product 1 and increases with the increase of the value of product 2.
当产品的估值、返利满足另一条件是，产品1价值的增加，产品1和2的需求均增加，当产品2的价值增加时，产品1和产品2的最优期望需求均减少。这是因为在消费者购买价值较高的产品1时，其返券面值也会增加，因此消费者兑换返券购买产品2的能力增强，此时产品1和产品2的需求均增加。但是当产品2的价值增加时，在返券面值不变的情况下，消费者对产品2的购买力下降。
When the valuation and rebate of the product meet another condition, the demand for both product 1 and product 2 increases as the value of product 1 increases. When the value of product 2 increases, the optimal expected demand for both product 1 and product 2 decreases. This is because when consumers buy product 1 with higher value, the coupon value also increases, so consumers are more able to redeem the coupon to buy product 2, and the demand for both product 1 and product 2 increases. However, as the value of product 2 increases, consumers' purchasing power on product 2 decreases without changing the value of the coupon surface.
学者在一边分析的同时，一遍提出相应的建议，比如在产品价值、返利属于一定范围内，且返券面值为某一固定值时，在零售商主导型的供应链中，零售商实施返券促销时应当说服更多的消费者进行返券兑换。
At the same time, scholars put forward corresponding suggestions. For example, when the product value and rebate are within a certain range and the coupon value is a fixed value, retailers should persuade more consumers to exchange coupons when implementing coupon promotion in the retailer-led supply chain.
# 4
4 固定批发价格的返券促销
学者在第三节中研究了固定批发价格的返券促销。方法和求解都是根据斯塔克伯格博弈模型和逆向归纳法进行求解。其研究发现，当返券实际面值比较小时，零售商产品的最优零售价格低于无返券促销时的最优价格。零售商可以利用权力优势获得更高的产品的边际利润，且可以通过降低产品的零售价格扩大产品需求进而获得更高期望利润。主要是通过提升产品的零售价格一致返券兑换成本的增长。最后，得出在一定条件下，固定批发价格的零售商返券促销能够使所有供应链成员的期望利润得到改善。
In section 3, scholars study coupon promotion with fixed wholesale price. Methods and solutions are based on The Starkberg game model and backward induction. His research found that when the actual face value of the coupon was small, the optimal retail price of the retailer's product was lower than the optimal price without the coupon promotion. Retailers can make use of their power advantage to obtain higher marginal profit of products, and they can reduce the retail price of products to expand product demand and obtain higher expected profit. Mainly through raising the retail price of products consistent with the increase in coupon exchange costs. Finally, it is concluded that under certain conditions, retailer coupon promotion with fixed wholesale price can improve the expected profits of all supply chain members.
# 5
5不固定价格的返券促销
在不固定价格策略下，零售商主导，产品1和产品2的最优边际利润、批发价格、零售价格均高于无返券促销时的情况，同时零售商返券促销也会使制造商获利。同时结合制造商主导下的零售商返券促销，发现，无论在那种权力结构下，零售商返券促销对上有制造商都是有利的，因此，在一定条件下零售商发放返券更有利。
In the case of unfixed price strategy, retailer dominated, the optimal marginal profit, wholesale price and retail price of product 1 and product 2 were higher than those without coupon promotion, and retailer coupon promotion would also benefit the manufacturer. At the same time, combined with retailer coupon promotion led by manufacturer, it is found that retailer coupon promotion is advantageous to manufacturers under any kind of power structure. Therefore, retailer coupon is more advantageous under certain conditions.
# 6
6数值分析
数值仿真部分主要是针对不固定价格的返券促销进行数值仿真并与制造商主导型供应链下零售商的返券促销进行比较。
The numerical simulation part mainly carries out numerical simulation for the coupon promotion of unfixed price and compares it with the retailer's coupon promotion under the manufacturer-led supply chain.
接着学者对三种策略进行比较，并通过绘图的形式直观的呈现，在图中可以看出三种价格策略下零售商返券均使得制造商和零售商的期望利润有所改进。
Then scholars compared the three strategies and presented them intuitively in the form of the graph. It can be seen from the graph that retailer coupons under the three pricing strategies all improved the expected profits of manufacturers and retailers.
在制造商主导型供应链中，固定价格策略是零售商返券和制造商返券的供应链占优策略，并且固定的零售价格使社会福利最大。相反，在零售商主导型供应链中，固定批发价格的零售商返券是供应链主导策略。
In the manufacturer-oriented supply chain, the fixed price strategy is the dominant strategy of retailer's coupon and manufacturer's coupon, and the fixed retail price maximizes social welfare. On the contrary, retailer rebate with fixed wholesale price is the dominant strategy in retailer-dominated supply chain.
在零售商主导的供应链中，消费者剩余和总社会福利在固定批发价格和零售价格下最高。
In a retailer-dominated supply chain, consumer surplus and total social welfare are highest at fixed wholesale and retail prices.
# 7
7消费者时间一致性
消费者时间不一致性的研究与前面推文中的研究思路一致，零售商主导型供应链中零售商返券促销在面临乐观型消费者时，最优返券面值更大。在实际返券兑换率适中时，消费者时乐观型消费者，最优返券面值随实际兑换率的增加而减少。
The research on consumers' time inconsistency is consistent with the research ideas in the previous tweets. In the retailer-dominated supply chain, when retailers' coupon promotion is faced with optimistic consumers, the optimal value of coupon-return surface is larger. When the actual coupon exchange rate is moderate, consumers are optimistic consumers, and the optimal coupon value decreases with the increase of the actual coupon exchange rate.
# 8
8 两互补产品的零售商返券
学者研究了零售商主导下零售商返券促销时，两种产品为互补品的定价、返券策略。当两种产品的互补性相对较小时，零售商提供返券给消费者，当两种产品的互补性相对较大并超过某一阈值时，零售商的最优策略时不提供返券。
Scholars studied the pricing and coupon rebate strategy of the two products as complementary products when retailers led the retailer coupon promotion. When the complementarity of two products is relatively small, retailers provide coupons to consumers. When the complementarity of two products is relatively large and exceeds a certain threshold, retailers' optimal strategy does not provide coupons.
# 9
9本章小结
学者的小结部分一共分为三个部分，首先是对本章节所作的内容进行一个前情回顾，接着第二段则是对其研究结果进行一个分条列项的展示，这部分的具体结论都在每一小节的结论、推论中有展示。在这里只是再进一步的精简性的总结，研究发现固定批发价格策略时供应链的主导策略，固定批发价格和零售价格策略下，消费者剩余和深灰总福利最高。
The summary of scholars is divided into three parts. The first part is a previous review of the content of this chapter, and the second part is a itemized presentation of their research results. The specific conclusions of this part are shown in the conclusions and inferences of each section. Here is just a further concise summary. The study finds that fixed wholesale price strategy is the dominant strategy of supply chain, and consumer surplus and dark gray total welfare are the highest under fixed wholesale price and retail price strategy.
最后一段是学者进一步考虑消费者时间不一致*行为性**和产品互补性对零售行三个返券决策的影响，学者通过研究发现返券促销对互补性产品的促销效果不明显，零售商对不同产品实施返券促销时，应该首先考虑产品的需求属性，在明确产品需求属性的基础上再去决定返券面值。
In the last paragraph, scholars further considered the influence of consumers' time inconsistency behavior and product complementarity on retailers' three coupon decisions. Through research, scholars found that the promotion effect of coupon promotion on complementary products was not obvious. When retailers implement coupon promotion for different products, they should first consider the demand attributes of products. The value of return surface should be determined based on the product requirement attributes.
-END-
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参考资料：谷歌翻译
参考文献：栗跃峰. 基于返券促销的两产品供应链运作策略研究[D].电子科技大学,2020.
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