基于消费者行为的不透明销售策略及双渠道联合决策

项目名称： 基于消费者行为的不透明销售策略及双渠道联合决策

项目编号： No.71301045

项目类型： 青年科学基金项目

立项/批准年度： 2014

项目学科： 管理科学

项目作者： 张荣

作者单位： 河南农业大学

项目金额： 19万元

中文摘要： 随着全球化和信息化发展，商业模式不断创新，不透明销售模式受到了学者和电子商务企业管理者的青睐。本项目以不透明销售模式为研究对象，以改善经济过剩时代供需双方各独立主体乃至整个系统绩效为目标，基于消费者行为研究，在博弈论框架下，将围绕常规销售和不透明销售共存的供应链系统，探讨企业的销售策略。首先，在垄断情形下,对企业同时销售普通商品和不透明商品的多阶段定价与渠道选择、及消费者的购买决策进行建模、优化与分析。然后，引入一个新企业，在竞争情形下考察当竞争对手启用不透明销售时，对一个企业在常规销售的基础上是否也应当采用不透明渠道、何时采用进行建模和比较分析。最后，分别以垄断情形和竞争情形为基础，对商品属性的不透明程度对均衡的影响进行建模分析。最终实现挖掘不透明销售的关键因素，检验不透明商品销售产生利润优势所必须具备的条件，以丰富电子商务环境下企业的不透明销售管理理论。

中文关键词： 供应链；双渠道；不透明销售；博弈论；联合决策

英文摘要： With the development of globalization and informatization, business model constantly innovates. Opaque selling strategies are favored by scholars, firms and administrators of e-commerce enterprises. This project studies opaque selling model in order to improve the performance of all members of supply chain and even whole system based on the consumer behavior research, and investigates the sale strategies for firms around a co-existence supply chain system of the regular selling and opaque selling under the game theories frame. First, in the monopoly situation the project will model, optimize and analyze the opaque selling strategies of one firm and joint decision on dual-channel of regular selling and opaque selling co-existence and buying decision of consumers. Then, by introducing a new firm, the project will investigate and model whether and when one firm with a regular selling channel should adopt opaque selling too after his competitor uses an opaque selling channel. Finally, the project will model and analyze the influence of opaque degree on the equilibrium. We will reach the final aim of mining the key factors of opaque selling and checking the prerequisite conditions that opaque selling generates profit advantage in order to enrich management theories of opaque selling for enterprise in e-commerce envir

英文关键词： Supply chain；Dual-channel；Opaque selling；Game theories；Joint decision