两级供应链中渠道选择问题研究:增加直销渠道的影响

本文在传统零售渠道的基础上,研究了增加直销渠道对供应链成员最优决策以及利润的影响。研究结果表明,与传统的零售渠道相比,双渠道结构总是损害零售商的利益。然而,双渠道结构是否有利于制造商与供应链取决于直销渠道的成本。此外,本文在零售商可以阻止制造商增加直销渠道的情况下,提出一种双边支付机制来提高供应链效率,该机制可以在一定程度上实现双方的帕累托改进。     

中国男装品牌发展模式研究

中国男装的品牌经历了OEM生产阶段、制造商品牌阶段、商业品牌阶段,未来将向零售商品牌阶段发展。传统正装品牌在从制造商品牌向零售商品牌转型的阶段,如何在企业内完成价值链的整合,加强产业链上游品牌建设和下游渠道建设,是焦点话题。商务休闲装品牌仍处于商业品牌阶段晚期,尚未步入零售商品牌阶段。控制好渠道扩张的速度和质量并在上游研发设计上胜出的品牌有望在未来的品牌竞争中取得先机。     

论零售商与制造商如何实现双赢

在“既竞争又合作”的时代,无论是零售商还是制造商,再也无法透过单打独斗维持其竞争能势,市场环境要求他们必须协同合作才能满足消费者的需求一如何建立和维持制造商与零售商之间的良好渠道关系,创造一种合作、共赢的关系,是当前的一个函待解决的问题,本文笔者讨论了制造商与零售商之间应该如何构建伙伴型渠道关系,并提出了两个机制——信息沟通机制和利益分配机制,来维持和管理这种伙伴型渠道关系．     

风险喜好型零售商主导的双渠道定价策略研究(英文)

针对由一个风险喜好的零售商和一个风险规避的供应商组成的两层双渠道供应链,本文研究了当零售商在供应链中占主导地位情况下,双渠道中参与者的风险偏好程度和需求方差变化对其定价决策的影响。研究表明,随着零售商风险喜好程度的增加,零售渠道最优定价会减小;当零售商风险喜好达到一定程度时,随着需求方差的增长零售渠道最优定价才会提高。最后用一个算例验证了结论。     

基于销售成本差异的制造商策略选择研究

本文以企业核心竞争能力理论和库存理论为基础,研究了由一个制造商和一个零售商组成的二级供应链中制造商的前向一体化策略与供应链策略的选择问题。假设需求不确定和供应链存在销售成本,当制造商和零售商向市场出售产品都发生销售成本且销售成本存在差异时,通过对制造商的利润比较分析发现,销售成本的差异决定了制造商供应链合作策略与前向一体化策略的选择。     

制造商不同研发模式下零售商信息获取策略研究

在激烈的市场竞争中,制造商需要不断进行产品研发才能保持其核心竞争力,而下游零售商在关注产品研发计划的同时也需要时刻掌握消费者偏好情况。为研究制造商不同研发模式下零售商的最佳信息获取策略,本文基于质量提升和成本削减两种研发模式,构建了不同策略组合下的博弈模型。研究发现：无论制造商是否进行研发投入,零售商都仅在信息获取成本低于相应的阈值时才会获取消费者偏好信息,但制造商的研发投入放宽了零售商获取信息的费用阈值,促进了其进行信息获取的意愿。同时,制造商研发模式的选择受到投资系数的影响,当质量投资系数较小而成本投资系数较大时,制造商选择质量提升研发模式,反之,制造商选择成本削减研发模式。最后,通过数值算例表明,零售商获取信息有益于消费者剩余和社会福利的提升。     

考虑绿色技术创新的供应链金融演化策略分析

本文针对供应链融资策略下的绿色技术创新行为，构建了由资金约束的制造商和资金充足的零售商组成的供应链系统的融资与绿色技术创新策略的演化博弈模型，分析了不同情境下的策略选择对演化路径和演化稳定策略的影响，并基于数值探讨了重要参数对绿色技术创新与融资行为演化的影响。研究发现，供应链系统存在两个演化稳定策略：当零售商提供的融资金额、融资利率较大且制造商的剩余资金和零售商的信息成本较小时，演化稳定策略为制造商进行绿色技术创新且零售商会提供融资服务；反之，演化稳定策略为制造商不进行绿色技术创新且零售商不提供融资服务。此外，本文还进一步讨论了违约机制，在该机制下，监督成本较小时演化稳定策略为制造商进行绿色技术创新且零售商会提供融资服务，监督成本较大、违约金比例较小时演化稳定策略为制造商不进行绿色技术创新且零售商不提供融资服务。     

大数据环境下零售企业运营模式浅析

大数据给零售企业带来的是一个机遇与挑战并存的时代,企业边界、运营模式和战略制定均发生了重大变化。如何理解大数据,并将大数据与零售企业各运营领域相结合,能够有效提高零售商的决策水平,在高度竞争的市场中占得先机。因此本文在剖析大数据基本属性的基础上,分析大数据环境下零售企业的运营模式,并提出相关发展对策,为实现智慧零售提供一定建议与依据。     

浅析消费者对零售商线下信任向线上信任转移的影响因素

近几年来,中国网络购物市场迅速发展,一批网络商城开始快速崛起。已经在线下建立了良好品牌和口碑的大型零售企业也开始投资网上业务,与新兴的网上商城展开竞争。结合ATM模型与过程一致性信任研究了感知安全性、感知有用性、过程一致性对消费者对零售商线下信任向线上信任转移的过程的影响,以期对零售企业引导消费者的信任由线下转移到线上、建设网上渠道提供借鉴。     

浅析消费者对零售商线下信任向线上信任转移的影响因素

近几年来,中国网络购物市场迅速发展,一批网络商城开始快速崛起。已经在线下建立了良好品牌和口碑的大型零售企业也开始投资网上业务,与新兴的网上商城展开竞争。结合ATM模型与过程一致性信任研究了感知安全性、感知有用性、过程一致性对消费者对零售商线下信任向线上信任转移的过程的影响,以期对零售企业引导消费者的信任由线下转移到线上、建设网上渠道提供借鉴。     

Motomobile Motors: A live case project

Break-even analysis and the related variable-costing-based approach to forecasting are used by most automobile manufacturers for decisions involving the establishment (or deferral) of additional retail dealerships. These additional retail dealerships may be proposed in market surveys, conducted every three to five years, which include socioeconomic/demographic data and other non-financial information. The following case study uses tabular summaries of some actual data developed by a manufacturer to assist in the decision to seek a dealer to build and operate an additional retail outlet. It illustrates some of the actual information and decision processes used in support of (or opposition to) the manufacturer's recommendation to build and operate an additional retail outlet. By considering both financial analysis and non-financial analysis, students expand their understanding of break-even analysis to a real-world setting and may consider if non-financial information could change their recommendation.     

A model of recommended retail prices

Manufacturers frequently post nonbinding public price recommendations, but neither the rationale for this practice nor its impact on prices is well understood. I develop a model in which recommendations signal a manufacturer's production cost to searching consumers, who then form beliefs about retail prices. Increasing search makes consumers reject offers for the manufacturer's and competitors' products more often, and I show that both consumers and the manufacturer prefer more search when the production cost is low and less search when it is high. With incentives thus aligned, manufacturer recommendations inform consumers via cheap talk, and their removal harms both parties.     

基于回收不确定的闭环供应链优化模型

采用由制造商、供应商和第三方回收商构成的具有分销、再制造和再利用功能的闭环供应链，研究了回收价格和初期投入不确定情况下的再制造渠道选择问题。参照基础平衡模型，对废旧品回收过程中再制品和新产品的价格、成芩和利润进行了定量分析，提出了基于回收不确定的闭环供应链优化模型，可为闭环供应链分销渠道设计和企业生产提供借鉴。     

The medium is the message: Learning channels,financial literacy,and stock market participation

This paper investigates the effects of learning channels on stock market participation. More specifically, we investigate the direct effects of learning about financial matters from one's private network, financial advisors, and the media, as well as the moderating effects of financial literacy on the relationship between learning from these channels and stock market participation. Analyzing a unique cross-section data that combine survey data and bank register data on individual retail investors, we find that media is the only learning channel that increases the likelihood of owning stocks and the portfolio share invested in stocks. We also find that financial literacy has a significant moderating effect: Interactions point to the joint importance of learning from media and financial literacy for individuals' stock market participation. Our findings suggest implications to policymakers when designing financial education programs.     

The customer has escaped

Every company makes choices about the channels it will use to go to market. Traditionally, the decision to sell through a discount superstore or a pricey boutique, for instance, was guided by customer demographics. A company would identify a target segment of buyers and go with the channel that could deliver them. It was a fair assumption that certain customer types were held captive by certain channels--if not from cradle to grave, then at least from initial consideration to purchase. The problem, the authors say, is that today's customers have become unfettered. As their channel options have proliferated, they've come to recognize that different channels serve their needs better at different points in the buying process. The result is "value poaching." For example, certain channels hope to use higher margin sales to cover the cost of providing expensive high-touch services. Potential customers use these channels to do research, then leap to a cheaper channel when it's time to buy. Customers now hunt for bargains more aggressively; they've become more sophisticated about how companies market to them; and they are better equipped with information and technology to make advantageous decisions. What does this mean for your go-to-market strategy? The authors urge companies to make a fundamental shift in mind-set toward designing for buyer behaviors, not customer segments. A company should design pathways across channels to help its customers get what they need at each stage of the buying process--through one channel or another. Customers are not mindful of channel boundaries--and you shouldn't be either. Instead, they are mindful of the value of individual components in your channels--and you should be, too.     

突发事件风险下考虑企业社会责任的闭环供应链决策

基于突发事件风险概率小、后果大的特点,考虑企业社会责任的闭环供应链应对突发事件风险中再制造成本扰动风险的优化决策。结果表明：当再制造成本扰动较小时,不需要调整闭环供应链的生产计划,反之则需要调整生产计划;若再制造成本扰动值增大,则需提高最优零售价并减少最优产量;若再制造成本扰动量绝对值增大,则需降低最优零售价格并增加最优产量。关注CSR的水平越高,最优的批发价格和最优的零售价反而会降低。最优的回收利用率、最优的产量及整个链条的总利润与CSR水平呈正相关。若再制造成本扰动值较小,零售商回收模式更加合适,而若扰动值超过一定值则应该选择制造商回收模式。     

Loss leading with salient thinkers

In various countries, competition laws restrict retailers' freedom to sell their products below cost. A common rationale, shared by policymakers, consumer interest groups and brand manufacturers alike, is that such “loss leading” of products would ultimately lead to a race-to-the-bottom in product quality. Building on Varian's (1980) model of sales, we provide a foundation for this critique, though only when consumers are salient thinkers, putting too much weight on certain product attributes. But we also show how a prohibition of loss leading can backfire, as it may make it even less attractive for retailers to stock high-quality products, decreasing both aggregate welfare and consumer surplus.     

Managing hybrid marketing systems

As competition increases and costs become critical, companies that once went to market only one way are adding new channels and using new methods - creating hybrid marketing systems. These hybrid marketing systems hold the promise of greater coverage and reduced costs. But they are also hard to manage; they inevitably raise questions of conflict and control: conflict because marketing units compete for customers; control because new indirect channels are less subject to management authority. Hard as they are to manage, however, hybrid marketing systems promise to become the dominant design, replacing the "purebred" channel strategy in all kinds of businesses. The trick to managing the hybrid is to analyze tasks and channels within and across a marketing system. A map - the hybrid grid - can help managers make sense of their hybrid system. What the chart reveals is that channels are not the basic building blocks of a marketing system; marketing tasks are. The hybrid grid forces managers to consider various combinations of channels and tasks that will optimize both cost and coverage. Managing conflict is also an important element of a successful hybrid system. Managers should first acknowledge the inevitability of conflict. Then they should move to bound it by creating guidelines that spell out which customers to serve through which methods. Finally, a marketing and sales productivity (MSP) system, consisting of a central marketing database, can act as the central nervous system of a hybrid marketing system, helping managers create customized channels and service for specific customer segments.     

资本市场开放与股权资本成本——基于沪港通、深港通的实证研究

本文基于沪港通和深港通研究资本市场开放对中国内地股权资本成本的影响。研究发现,受政策风险和市场环境等因素所限,沪港通在初始阶段并未对沪市公司的股权资本成本产生显著影响,但随着政策进一步完善、市场逐渐稳定和交易不断活跃,其对股权资本成本的降低效果于实施两年后开始显现;深港通建立在沪港通的制度基础和运行经验上,其在开通后显著降低了标的公司的股权资本成本。本文还进一步分析了资本市场开放影响股权资本成本的竞争渠道和信息渠道,发现深港通对股权资本成本的降低作用主要集中在投资者竞争程度较高,或是公开信息质量较高、信息不对称程度较低的股票样本。     

零售银行的渠道挑战与多渠道集成

零售银行业务在银行业的地位日渐显要,在未来数年,改善零售银行业绩将成为银行业的首要任务。渠道既是零售银行市场营销的载体,也是零售银行的核心竞争力。零售银行要能有效地运用多渠道集成来管理多样化的渠道,才能使多渠道发挥市场功效。为此,本文提出了一个多渠道集成的模型作为零售银行多渠道集成的实用性框架,此模型由五步骤组成,即识别细分客户群的渠道需求,设计产品的市场覆盖组合,改进渠道对客户群的适应性,制定渠道的功能迁移策略及管理渠道的迁移。另外,本文还以一个区域分