周日静学（96）：博士论文3.4 数值分析

2024-01-28教育

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今天小编为您带来博士论文【考虑公平关切的双渠道供应链系统运营策略研究】3.4 数值分析。

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Today, the editor brings the " Numerical analysis of the doctoral dissertation 【Consider the research of the operational strategy of fair and concerned dual-channel supply chain system】」.

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内容摘要：Abstract

本期推文将从思维导图、精读内容、知识补充三个方面介绍博士论文【考虑公平关切的双渠道供应链系统运营策略研究】3.4 数值分析。

This tweet will introduce the numerical analysis of the doctoral thesis 【Research on Operation Strategies of Dual-Channel Supply Chain System Considering Fairness Concerns】from three aspects: mind mapping, intensive reading content, and knowledge supplement.

思维导图：Mind mapping

精读内容：Intensive reading content

本小结采用数值分析验证前文所得出的结论，并聚焦于分析消费者横向关切，在消费者渠道接受度较低时，对均衡利润和最优零售价的影响。首先确定数值，然后做分别做制造商和零售商的最优利润关于消费者横向关切因子θ的函数图像，然后得到，消费者两种类型的横向关切对零售商利润的影响特性不随消费者线上渠道接受度的改变而改变。但消费者线上渠道接受度的变化会改变消费者不同类型的横向关切对制造商利润的影响特性。

This summary uses numerical analysis to verify the conclusions drawn above, and focuses on analyzing the impact of consumers' horizontal concerns on equilibrium profits and optimal retail prices when consumer channel acceptance is low. First determine the numerical value, and then make a function image of the optimal profit of the manufacturer and the retailer with respect to the consumer's horizontal concern factor θ, and then obtain that the impact characteristics of the two types of consumers' horizontal concerns on the retailer's profit do not follow the consumer line. Changes due to changes in channel acceptance. However, changes in consumers’ acceptance of online channels will change the impact of different types of consumers’ horizontal concerns on manufacturers’ profits.

然后在上述两组取值下做三种模型下渠道最优零售价关于消费者横向关切因子θ的函数图像，然后得到消费者两种类型的横向关切均会降低线下渠道零售价，且有可能低于消费者公平中性时，因此消费者横向关切，特别是不对称横向关切，更有利于线下渠道消费者。而对于线上渠道消费者来说，对称横向关切始终对其不利，不对称横向关切可能对其有利。此点说明消费者自身需要付出一定的代价来追求交易的公平性。

Then, under the above two sets of values, we make the function image of the channel's optimal retail price with respect to the consumer's horizontal concern factor θ under the three models, and then obtain that both types of consumers' horizontal concerns will reduce the offline channel retail price, and there are It may be lower than when consumers are fair and neutral, so consumers’ horizontal concerns, especially asymmetric horizontal concerns, are more beneficial to consumers in offline channels. For online channel consumers, symmetrical horizontal concerns are always detrimental to them, while asymmetric horizontal concerns may be beneficial to them. This point shows that consumers themselves need to pay a certain price to pursue fairness in transactions.

最后在上述两组取值下，做三种模型下线下与线上渠道零售价的差值关于消费者横向关切因子θ的函数图像，然后得到，消费者的两种横向关切均缩小了渠道之间的价格差异，有利于缓解渠道之间的价格竞争。而有趣的是，消费者不对称横向关切对渠道价格差异的缩小程度低于对称横向关切。这是因为在对称横向关切下，消费者并不会因渠道价格差异而离开此销售系统，所以零售商可以利用微弱的渠道价格差异，将消费者转移到价格较低的渠道进行购买，以此来吸引和留住更多的消费者。

Finally, under the above two sets of values, make a function image of the difference between offline and online channel retail prices under the three models with respect to the consumer's horizontal concern factor θ, and then obtain that both consumers' horizontal concerns have narrowed the channel The price difference between them is conducive to easing price competition between channels. Interestingly, consumers' asymmetric horizontal concerns reduce channel price differences to a lower extent than symmetric horizontal concerns. This is because under symmetric horizontal concerns, consumers will not leave the sales system due to channel price differences, so retailers can take advantage of weak channel price differences to transfer consumers to lower-priced channels for purchase. to attract and retain more consumers.

知识补充：Knowledge supplement

1、渠道偏好 Channel preference

渠道偏好又称购买渠道偏好，它是指由消费者选择购买商品和服务的社会、经济和技术等渠道的偏好，这是一种非常特殊的消费活动，市场营销学者将消费者的选择追踪到最后的购买步骤，从而确定不同的渠道偏好行为。

Channel preference, also known as purchase channel preference, refers to the preference of consumers to choose social, economic and technological channels to purchase goods and services. This is a very special consumption activity. Marketing scholars track consumer choices to final purchase steps to identify different channel preference behaviors.

渠道偏好包括3种不同的层次：1）渠道偏向性：指消费者在第一次购买商品或服务时，选择由不同渠道采取的行为偏向性；2）渠道选择性：指消费者在购买商品或服务时对各种渠道的选择性，这一点很重要，因为这决定了消费者最终由哪个渠道购买；3）渠道保留性：指消费者在重复购买商品或服务时，形成对之前选择过的渠道的行为偏向性。

Channel preference includes three different levels: 1) Channel preference: refers to the behavioral preference of consumers to choose different channels when purchasing goods or services for the first time; 2) Channel selectivity: refers to the behavior preference of consumers when purchasing goods or services. The selectivity of various channels when purchasing goods or services is very important, because this determines which channel consumers will ultimately purchase from; 3) Channel retention: refers to the formation of trust in consumers who have previously chosen goods or services when they repeatedly purchase goods or services. The behavioral bias of the channel.

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参考资料：Google翻译、百度

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