周日靜學（96）：博士論文3.4 數值分析

2024-01-28教育

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今天小編為您帶來博士論文【考慮公平關切的雙渠道供應鏈系統營運策略研究】3.4 數值分析。

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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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內容摘要：Abstract

本期推文將從思維導圖、精讀內容、知識補充三個方面介紹博士論文【考慮公平關切的雙渠道供應鏈系統營運策略研究】3.4 數值分析。

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.

思維導圖：Mind mapping

精讀內容：Intensive reading content

本小結采用數值分析驗證前文所得出的結論，並聚焦於分析消費者橫向關切，在消費者渠道接受度較低時，對均衡利潤和最優零售價的影響。首先確定數值，然後做分別做制造商和零售商的最優利潤關於消費者橫向關切因子θ的函數影像，然後得到，消費者兩種類別的橫向關切對零售商利潤的影響特性不隨消費者線上渠道接受度的改變而改變。但消費者線上渠道接受度的變化會改變消費者不同類別的橫向關切對制造商利潤的影響特性。

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.

然後在上述兩組取值下做三種模型下渠道最優零售價關於消費者橫向關切因子θ的函數影像，然後得到消費者兩種類別的橫向關切均會降低線下渠道零售價，且有可能低於消費者公平中性時，因此消費者橫向關切，特別是不對稱橫向關切，更有利於線下渠道消費者。而對於線上渠道消費者來說，對稱橫向關切始終對其不利，不對稱橫向關切可能對其有利。此點說明消費者自身需要付出一定的代價來追求交易的公平性。

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.

最後在上述兩組取值下，做三種模型下線下與線上渠道零售價的差值關於消費者橫向關切因子θ的函數影像，然後得到，消費者的兩種橫向關切均縮小了渠道之間的價格差異，有利於緩解渠道之間的價格競爭。而有趣的是，消費者不對稱橫向關切對渠道價格差異的縮小程度低於對稱橫向關切。這是因為在對稱橫向關切下，消費者並不會因渠道價格差異而離開此銷售系統，所以零售商可以利用微弱的渠道價格差異，將消費者轉移到價格較低的渠道進行購買，以此來吸引和留住更多的消費者。

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.

知識補充：Knowledge supplement

1、渠道偏好 Channel preference

渠道偏好又稱購買渠道偏好，它是指由消費者選擇購買商品和服務的社會、經濟和技術等渠道的偏好，這是一種非常特殊的消費活動，市場行銷學者將消費者的選擇追蹤到最後的購買步驟，從而確定不同的渠道偏好行為。

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種不同的層次：1）渠道偏向性：指消費者在第一次購買商品或服務時，選擇由不同渠道采取的行為偏向性；2）渠道選擇性：指消費者在購買商品或服務時對各種渠道的選擇性，這一點很重要，因為這決定了消費者最終由哪個渠道購買；3）渠道保留性：指消費者在重復購買商品或服務時，形成對之前選擇過的渠道的行為偏向性。

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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參考資料：Google轉譯、百度

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