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今天小编分享一篇英文期刊论文《Manufacturer rebate and channel coordination in O2O retailing》，请跟小编一起来学习吧！
The Manufacturer rebate and Channel Coordination in O2O Retailing is a new paper. Please join us on this project.
1.摘要
学者英文摘要的内容部分主要先进行了一个背景描述 ，提出制造商对线下消费者进行返利和数量折扣的两种策略机制。学者通过对制造商两种策略机制的搭配进行建立斯塔克伯格博弈模型，研究发现制造商对消费者返利与数量折扣相结合的策略有利于减少线上销售与线下销售的渠道竞争，且有利于帕累托改善 。
The content of the abstract mainly gives a background description, and proposes two strategic mechanisms of rebates and quantity discounts for offline consumers. Through the collocation of the two strategic mechanisms of the manufacturer, the scholars established the Stackberg game model, and found that the strategy of the manufacturer's combination of consumer rebate and quantity discount is conducive to reduce the channel competition between online sales and offline sales, and is conducive to Pareto improvement.
学者英文摘要的时态部分主要用的一般现在时。一般在写作英文摘要时除了包含摘要四要素以外，要注重摘要的的时态，一般对于背景描述，常用的时一般现在时，如果到现在为止，比如写了"目前，......”则用一般完成时。对于摘要的研究目的、研究方法与研究结果部分常用的是一般现在时和过去时，具体用那种时态要根据不同期刊的要求而来，最后研究结论部分主要用的时一般现在时。
The tense part of a scholar's English abstract mainly uses the simple present tense. Generally in the writing of English abstract in addition to the four elements of the abstract, to pay attention to the tense of the abstract, generally for the background description, commonly used when the present tense, if so far, such as write "at present,......" The simple perfect tense is used. The present simple tense and past tense are commonly used for the research purpose, research methods and research results of the abstract. The specific tense should be used according to the requirements of different journals. The final part of the research conclusion is mainly used in the present simple tense.
2.引言及文献综述
学者的引言部分一开始描述了电子商务的发展导致线上线下渠道之间的冲突，然后引出制造商有制造商提供返利和制造商提供数量折扣两种措施。接着学者介绍了什么是制造商返利，什么是数量折扣，包含概念的介绍、文献的支撑、实际案例，这样的学者模式能够让其概念界定更加清晰、具有可信度。
At the beginning of the introduction, the scholar described the conflict between online and offline channels caused by the development of e-commerce, and then introduced that manufacturers have two measures: rebates provided by manufacturers and quantity discounts provided by manufacturers. Then the scholar introduced what is manufacturer rebate and what is quantity deduction, including the introduction of the concept, the support of literature and practical cases. Such scholar model can make the definition of the concept clearer and more credible.
接着学者引出研究问题：制造商返利和数量折扣如何影响制造商的协调策略选择、零售商的决策以及供应链的整体绩效？
Then the scholars raised the research question: how do manufacturer rebate and quantity discount affect the manufacturer's coordination strategy selection, retailer's decision and the overall performance of the supply chain?
然后学者描述了自己如何去研究这一个问题，基准的O2O模型，制造商向线下消费者提供返利，制造商使用数量折扣，制造商将对线下消费者的返利与数量折扣这两种方式相结合。一般情况，制造商对线下消费者同时提供返利并向零售商提供数量折扣对于制造商来说是不利于制造商利润的，然后，学者的研究得到的结果是制造商将两种策略结合起来更有利于制造商以及整个供应链实现帕累托改进。
Then the scholar described how to study this problem. In the benchmark O2O model, the manufacturer provides rebates to offline consumers, the manufacturer uses quantity discounts, and the manufacturer combines rebates to offline consumers with quantity discounts. In general, the manufacturer provides rebates to offline consumers and quantity discounts to retailers at the same time, which is not conducive to the manufacturer's profits. Then, scholars' research results show that the combination of the two strategies is more conducive to the manufacturer and the whole supply chain to achieve Pareto improvement.
文献综述部分学者分为两个板块来写，一个写了传统供应链中的协调的文献，通过文献综述发现研制造商返利这种方式的协调较少的在以往学者的协调研究中见到。一个是写了制造商返利相关的文献，学者通过制造商返利文献的文献整理，发现以往学者的研究中没有学者研究制造商返利线下消费者和制造商给零售商一种数量折扣。
The literature review part is divided into two sections. One is about the coordination of traditional supply chain. Through the literature review, it is found that the coordination of manufacturer rebate is rarely seen in the coordination research of previous scholars. One is the literature related to manufacturer's rebate. Through the literature review of manufacturer's rebate, scholars found that in previous studies, there was no research on the quantity discount given by consumers and manufacturers to retailers under manufacturer's rebate.
3.模型框架
模型框架部分是学者对模型的一个描述和模型的类型进行介绍。学者研究的是拥有双渠道销售的制造商与零售商向消费者进行销售，学者先对模型涉及到的基本参数进行描述，然后绘制了四种模型流程图。
In the model framework part, scholars describe the model and introduce the types of the model. The scholars studied the sales to consumers by manufacturers and retailers with dual-channel sales. The scholars first described the basic parameters involved in the model, and then drew four kinds of model flow charts.
4.模型分析
第一个模型是学者在没有返利和数量折扣下构建的一个制造商与零售商且制造商双渠道销售的基础模型。学者先是通过效用函数的形式计算出学者的需求函数，然后构建制造商与零售商的利润函数，利用逆向归纳法进行求解。
The first model is a basic model of dual-channel sales between manufacturer and retailer without rebates and quantity discounts. The scholar first calculates the demand function of the scholar through the form of utility function, then constructs the profit function of the manufacturer and the retailer, and solves it by backward induction.
第二个模型是学者研究了制造商向在线下零售商处购买商品的消费者提供返利，由于制造商的这种i行为同时会影响到线下和线下两个渠道的销售，因此制造商重新构建了需求函数及制造商与零售商的利润函数，利用逆向归纳法对其进行求解。学者通过第二个模型的研究发现制造商向在线下零售商购买商品的消费者提供返利有利于缓解O2O的渠道竞争，且使得线上销售更容易被消费者销售，这是制造商给予线下购买产品的消费者的返利悦来越多，激励他们从线下零售商购买，缓解了渠道冲突。学者通过对比第一个基础模型和第二个模型发现，制造商向线下购买的消费者提供返利在消费者对线上渠道接受程度较高的情况下，有利于供应链利润的提高。
The second model is that scholars studied the manufacturers to offer rebates at offline retailers to buy goods, because the manufacturer of this kind of behavior I will also affect the line and offline two channels of sales, so manufacturers to build the demand function and manufacturer and retailer's profit function, using backward induction method to solve it. Scholars through the study found that the second model makers buy goods on the offline retailers to offer rebates to relieve O2O channel competition, and make the online sales are more likely to be consumers, this is manufacturer to offline the more consumer rebates accept to buy the product, inspire them to buy from offline retailers, relieves the channel conflict. By comparing the first basic model with the second model, scholars find that the rebate provided by the manufacturer to offline consumers is conducive to the improvement of supply chain profits when consumers have a high degree of acceptance of online channels.
第三个模型是学者利用数量折扣模型缓解渠道竞争。学者重新构建需求函数和利润函数运用逆向归纳法进行求解。同时，与基础模型进行比较，当采用数量折扣缓解渠道竞争时，整个供应链出现了利润损失，但制造商获得了更高的利润。
The third model is that scholars use quantity discount model to alleviate channel competition. Scholars reconstructed the demand function and profit function and solved it by backward induction. At the same time, compared with the basic model, when quantity discount is adopted to alleviate channel competition, profit loss occurs in the whole supply chain, but the manufacturer obtains higher profit.
第四个模型是学者将制造商数量折扣和对线下消费者的返利相结合的方式重新构建需求函数和利润函数，运用逆向归纳法进行求解。通过制造商既提供数量折扣和线下消费者返利的模型与制造商向线下消费者提供返利进行比较，研究发现制造商采用这两种结合起来的方式有利于缓解渠道竞争，且制造商和零售商的利润均高于制造商仅向消费者提供返利时的利润。
The fourth model is that scholars reconstruct the demand function and profit function by combining the manufacturer's quantity discount with the rebate for offline consumers, and solve it by backward induction. By manufacturers to provide both quantity discounts and offline consumer rebates model comparing with manufacturers to provide offline consumer rebates, the study found that manufacturers use the way to combine these two kinds of channels can reduce competition, and the profits of manufacturers and retailers is higher than the manufacturer only provide rebates to consumer's profit.
5.数值举例
数值举例部分学者展示了来自不同行业的真实产品在线接受度，并总结了数值示例中使用的各种值，通过改变产品的在线接受度，考察不同场景中，产品在线接受度在各方利润的影响。
Some scholars showed the real online acceptance of products from different industries and summarized various values used in numerical examples. By changing the online acceptance of products, the impact of product online acceptance on the profits of all parties in different scenarios was investigated.
6.结论与管理启示
研究结论部分学者先重申了一下研究背景及研究目的，然后重新阐述了三种模型与基础模型的比较的结论，采用数量折扣和制造商返利相结合的方式对供应链更有利。学者结论部分强调了自己这种数量折扣和返利结合起来的方法有利于缓解O2哦竞争的供应链。且提出在现有的商业市场中，三星洗衣机和烘干机在线销售具有良好的接受度，建议三星制造商和零售商可以考虑选择将制造商返利与数量折扣相结合的方式缓解O2O竞争，使得制造商和零书上组成的供应链存在双赢。
In the conclusion section, scholars first reiterated the research background and purpose, and then re-elaborated the conclusion of comparing the three models with the basic model. The combination of quantity discount and manufacturer rebate is more beneficial to the supply chain. The conclusion of the scholar emphasizes that his method of combining quantity discount and rebate is conducive to easing the supply chain of O2 competition. In addition, it is suggested that Samsung's online sales of washers and dryers are well accepted in the existing commercial market. It is suggested that Samsung manufacturers and retailers may consider the combination of manufacturer rebate and quantity discount to alleviate O2O competition, so that the supply chain composed of manufacturers and zerobooks can have a win-win situation.
接着学者阐述了未来的研究方向，在未来的研究中可以通过手机数据来实证检验研究结果，同时也可以考虑其他协调戒指缓解渠道竞争。
Then the scholar elaborated the future research direction. In the future research, the results can be empirically tested through the mobile phone data, and other coordinated rings can also be considered to alleviate channel competition.
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参考资料：谷歌翻译
参考文献：[1] Pei Z, Wooldridge B R, Swimberghe K R. Manufacturer rebate and channel coordination in O2O retailing[J]. Journal of Retailing and Consumer Services, 2021, 58: 102268.
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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