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今天小编为大家带来的是最新钱报（七十九），
具体为文献推文（期刊论文）
《Manufacturer rebate strategy under chain to chain
competition》 的精读
欢迎您的用心访问！
本期推文阅读时长大约10分钟，请您耐心阅读。
Share interest, spread happiness, increase knowledge, leave beautiful.
Dear you,
This is LearingYard Academy!
Today Xiaobian brings you the latest money report (79),
Specifically for the intensive reading of literature tweets (journal papers)
《 Manufacturer rebate strategy under chain to chain
competition》
Welcome your heart visit!
This tweet will take about 10 minutes to read, please be patient.
今天小编分享一篇期刊论文《 Manufacturer rebate strategy under chain to chain competition 》的引言部分，小编将从思维导图、精读内容、知识补充三个板块来介绍这一部分内容，请读者跟小编一起学习一下吧！
Today Xiaobian shares the introduction part of a journal paper "Manufacturer rebate strategy under chain to chain competition". Xiaobian will introduce this part from three parts: mind mapping, intensive reading and knowledge supplement. Please learn with Xiaobian!
一、思维导图
该篇文献的引言部分的思维导图部分如下图所示：
The mind map in the introduction part of this paper is shown in the figure below：
二、精读内容
学者先是根据案例的导入引出返利促销在众多公司中被采用来促进产品的销售和提高盈利能力。案例包含宝洁公司、阿拉伯集团、索尼的案例。其中宝洁公司的案例是说宝洁公司在20世纪70年*开代**始向消费者提供返利以来，越来越多的公司开始应用返利策略来促进产品销售和提高盈利能力。而阿伯丁集团的案例是阿拉伯集团在对对75家机构进行的调查的过程中发现，超过48%的制造商通过返利促销策略来增加销售和提高客户忠诚度。索尼的案例也是说曾经索尼向消费者提供了1000美元的邮寄返利，以鼓励消费者从该公司授权的经销商处购买，结果发现由于滥用、疏忽、错过截止日期等个人情况或兑换返利过程的复杂，出现了滑移效应。学者在列举这三个实施返利的案例之后，也表明随着现在全球经济一体化的快速发展，竞争已经从企业之间转移到供应链之间，供应链需要平衡纵向成员与相应层次的外部横向竞争之间的关系。比如，在数码相机行业，索尼客户必须从各自的特许经销商那里购买产品，才有资格获得美国数码相机协会提供的返利。
First, according to the introduction of cases, the scholars lead to the adoption of rebate promotion in many companies to promote product sales and improve profitability. Examples include Procter & Gamble, Arab Group, and SONY. In the case of Procter & Gamble, it is said that since Procter & Gamble began to offer rebates to consumers in the 1970s, more and more companies began to apply rebate strategies to promote product sales and improve profitability. In the case of the Aberdeen Group, Arab Group found in a survey of 75 organizations that more than 48 percent of manufacturers used rebate promotion strategies to increase sales and customer loyalty. In SONY's case, a $1,000 mail-in rebate was offered to consumers as an incentive to buy from the company's authorized resellers, only to find a slippage effect due to abuse, negligence, missed deadlines and other personal circumstances, or the complexity of the rebate redemption process. After listing these three cases of implementation of rebates, scholars also show that with the rapid development of global economic integration, competition has shifted from enterprises to supply chains, which need to balance the relationship between vertical members and external horizontal competition at corresponding levels. In the digital camera industry, for example, SONY customers must buy from their respective franchisees to qualify for rebates offered by the Digital Camera Association of America.
学者通过部分文献解释了为什么现在的公司会更喜欢返利促销而不是直接降价销售，即介绍返利的优点。提供返利的主要好处在于维持现有的标签价格并推动销售。由于价格不变，消费者在返利中断时更能够快速地接受标签价格。而直接降价可能会促使战略性消费者延迟购买的行为。且返利存在不完全兑换的情形，因此，返利比降价更具成本效益。当然返利也会产生不利影响。消费者可能会对复杂的返利流程不满意会导致适得其反的结果。部分制造商选择不返利，比如，戴尔取消返利，而有的制造商选择简化返利过程。比如佳能。这是因为返利可以提高销售和增加商店流量。
Scholars explain why companies prefer rebate promotion rather than direct price reduction through part of the literature, that is, introducing the advantages of rebates. The main benefit of offering rebates is to maintain existing sticker prices and drive sales. Since prices remain the same, consumers are more likely to accept sticker prices more quickly when rebates are interrupted. And outright price cuts could prompt strategic consumers to delay their purchases. And rebates are not fully convertible, so rebates are more cost-effective than price cuts. Of course, rebates can have adverse effects. Consumers may be unhappy with the complicated rebate process, which could backfire. Some manufacturers opt not to offer rebates, such as Dell, while others simplify the process. Canon, for example. That's because rebates can boost sales and increase store traffic.
学者接着用“疑问句”的形式引出本文的研究问题。企业对是否使用返利、采用低成本效益的返利还是采用高成本效益的返利的不同态度，引发了一系列的问题:竞争对手采用的返利策略如何影响企业的返利策略?竞争强度和成本效益如何返利影响公司的返利策略?如果是这样，如何设计返利策略以实现供应链成员的双赢?在这篇文章中，我们将重点讨论在何种情况下，制造商不提供返利的市场竞争环境，一个制造商对一个零售商提供返利的市场竞争环境，两个制造商均对自身零售商使用返利的竞争环境进行研究。
The scholar then uses the form of "interrogative" to introduce the research question of this paper. The different attitudes of enterprises on whether to use rebates, to use low cost effective rebates or to use high cost effective rebates, raises a series of questions: How does the rebate strategy adopted by competitors affect the rebate strategy of enterprises? How do competitive intensity and cost-effectiveness affect the company's rebate strategy? If so, how can rebate strategies be designed to achieve win-win outcomes for supply chain members? In this paper, we will focus on the competitive environment in which manufacturers do not offer rebates, in which one manufacturer offers rebates to one retailer, and in which both manufacturers study the competitive environment in which their own retailers use rebates.
学者对比以往学者和自己的研究表明研究结果。在以往学者的研究中，有学者发现，当在竞争环境下，当对返利敏感的市场规模较大或返利成本较低时，制造商提供返利可以使其受益。然而，学者发现，在供应链对供应链的竞争中，如果竞争对手实行返利，制造商只有在对返利敏感的消费者数量不足且返利显示出较高的成本效益时才提供返利，而在返利成本效益不佳的情况下，制造商必然会提供返利。在两种情况下，返利可以成为制造商和零售商的主导策略:市场上对返利敏感的部分占很小的比例，加上(1)激烈的竞争且高性价比的返利，或者加上(2)低性价比的返利。当竞争的制造商不提供返利时，只要对返利敏感的消费者群体的比例不是太大，制造商提供返利是有利的。当竞争制造商提供返利时，另一制造商需降低批发价格并调整返利的大小，以提高对返利敏感的消费者的预期零售价格。当两个制造商都提供返利时，竞争越大，返利的成本越低，或者返利的成本越低，对返利敏感的厂商竞争就越激烈，实施返利的两家制造商都比较好。学者提出消费者群体和成本效益是返利策略的两个关键因素，当所有消费者都对返利敏感时，制造商通过提供返利无法获得任何利润。因此，只有在市场被分割的情况下，返利才有价值。
Scholars compare the results of previous studies with their own. In previous studies, some scholars found that in an anti-competitive environment, when the market size sensitive to rebates is large or the cost of rebates is low, manufacturers can benefit from providing rebates. However, scholars have found that in supply chain to supply chain competition, if competitors implement rebates, manufacturers will only provide rebates when the number of consumers sensitive to rebates is insufficient and rebates show high cost effectiveness, while manufacturers will necessarily provide rebates when rebates are not cost-effective. Rebates can be the dominant strategy for manufacturers and retailers in two situations: a small percentage of the market that is sensitive to rebates, plus (1) rebates that are highly competitive and cost-effective, or plus (2) rebates that are poorly cost-effective. When competing manufacturers do not offer rebates, it is advantageous for manufacturers to offer rebates as long as the percentage of the consumer group sensitive to rebates is not too large. When a competing manufacturer offers a rebate, the other manufacturer lowers the wholesale price and adjusts the size of the rebate to increase the expected retail price for rebates sensitive consumers. When both manufacturers offer rebates, the greater the competition, the lower the cost of the rebate, or the lower the cost of the rebate, the more competitive the rebate sensitive manufacturers will be, and the two manufacturers implementing the rebate will be better off. Scholars put forward that consumer groups and cost-effectiveness are the two key factors of rebate strategy. When all consumers are sensitive to rebate, manufacturers cannot gain any profit by providing rebate. So rebates are valuable only if the market is segmented.
学者表明文章的研究意义。首先，学者证明了制造商在两种商业环境中都可能实施返利。其次，学者发现，对于制造商来说，高成本效益的返利比低成本效益的返利更具竞争力，这意味着当两个供应链链条条之间的价格竞争加剧时，制造商更有可能使用高成本效益的返利，最后，我们确定了制造商提供返利的条件。
The scholar indicates the research significance of the article. First, scholars have demonstrated that manufacturers are likely to implement rebates in both business environments. Second, scholars found that for manufacturers, cost-effective rebates are more competitive than low-cost rebates, which means that manufacturers are more likely to use cost-effective rebates when price competition between two supply chain chains intensifies. Finally, we determined the conditions under which manufacturers offer rebates.
学者最后阐述了文章的结构。学者的第一部分是引言部分，第二部分的是文献综述。然后，第三部分、第四部分根据模型求解均衡决策。第五部分分析了策略选择。在第部分中，进行了数值分析。最后，第六部分围绕研究的意义和方向进行了讨论进一步的研究。
The scholar finally explained the structure of the article. The first part of the scholar is the introduction part, and the second part is the literature review. Then, the third part and the fourth part solve the equilibrium decision according to the model. The fifth part analyzes the strategy choice. In the first part, the numerical analysis is carried out. Finally, the sixth part discusses the significance and direction of the research.
三、知识补充
1.返利中什么是“滑倒”现象？
1. What is "slipping" in rebates?
由于部分返利是事后兑现，部分消费者可能由于操作失误、遗忘、错过兑现期等原因而无法成功兑现返利，即产生所谓的“滑倒"现象。
Because part of the rebate is cashed after the fact, some consumers may not be able to successfully cashed the rebate due to operational errors, forgetting, missing the cashing period and other reasons, which is the so-called "slip" phenomenon.
2.引言部分写作技巧
2. Introduction writing skills
首先是定位文章的领域和主题，其次是定位到文章所在领域的相关内容，再定位论文所要解决的领域中的空白区域，然后只引用重要的参考文献，也只保留相关的参考文献，同时要注入自己的思考。
The first is to locate the field and theme of the article, the second is to locate the contents of the field of the article to remember, and then locate the blank area in the field of the paper to solve, and then only cite important references, but also only retain the relevant references, at the same time to inject their own thinking.
在写完引言后，可从以下几点检查：
After writing the introduction, check the following points:
（1）用最少量的背景信息传达“现有问题”或者假说表述清楚“现有问题”或假说的背景（2）引用平衡的且较新的文献（3）明确术语的定义（4）最后一段简述做了哪些工作和取得了什么结果。
(1) Communicate the "current problem" or hypothesis with minimal background information State clearly the background to the "existing problem" or hypothesis (2) cite balanced and relatively new literature (3) define terms clearly (4) The last paragraph Outlines what has been done and what results have been achieved.
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让我们相约明天，
祝您今天过得开心快乐！
That's it for today's sharing.
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Let us meet tomorrow,
Have a nice day!
参考资料：有道翻译
参考文献：[1] He H, Ai X, Wang G, et al. Manufacturer rebate strategy under chain to chain competition[J]. Journal of the Operational Research Society, 2022，1（01）: 1-15.
本文由LearningYard学苑整理并发出，如有侵权请在后台留言！
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