竞争情况下零售商的产品组合决策研究
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摘要
本文研究了市场竞争情况下两个零售商横向差异产品组合决策,基于multinominal logit(MNL)模型刻画消费者选择行为并建立基本模型,得到市场相互独立时的最优产品组合.将市场竞争情况下的产品组合决策细分为四种情形并研究了零售商进入市场顺序的影响,对比了市场相互独立与竞争情况下的结果.结果表明:市场竞争时的产品多样化程度不低于市场相互独立的情况;部分产品存在两个零售商的利润空间是零售商选择重复产品必要条件;市场相互独立时的最优解外的产品有利可图是产品多样化程度高于市场相互独立情况的必要条件;零售商进入市场存在先后顺序时,信息不对称不影响均衡结果.
This paper studies the two retailers horizontally differentiated products assortment problem under market competition. We adopt multinominal logit(MNL) model to characterize the consumers' choice behavior and establish the basic model to obtain the optimal assortment decision under the market independent circumstance. Then we classify the competitive circumstance into four kinds of scenarios. In each of these scenarios, we study whether retailers enter the market sequentially affects the final results, and compare the results of independent and competitive circumstances. The conclusion shows that the degree of product variety in the competitive circumstance is no less than that of the independent circumstance.Some products which have two retailers' profit space is a necessary condition for retailers to choose common products. Some products which are not in the optimal assortment decision under the market independent circumstance could be profitable is a necessary condition for the competitive circumstance has more product variety. When retailers enter the market sequentially, information asymmetry does not affect the result.
This paper studies the two retailers horizontally differentiated products assortment problem under market competition. We adopt multinominal logit(MNL) model to characterize the consumers' choice behavior and establish the basic model to obtain the optimal assortment decision under the market independent circumstance. Then we classify the competitive circumstance into four kinds of scenarios. In each of these scenarios, we study whether retailers enter the market sequentially affects the final results, and compare the results of independent and competitive circumstances. The conclusion shows that the degree of product variety in the competitive circumstance is no less than that of the independent circumstance.Some products which have two retailers' profit space is a necessary condition for retailers to choose common products. Some products which are not in the optimal assortment decision under the market independent circumstance could be profitable is a necessary condition for the competitive circumstance has more product variety. When retailers enter the market sequentially, information asymmetry does not affect the result.
引文
[1] Besbes O, Saure D. Product assortment and price competition under multinomial logit demand[J]. Production and Operations Management, 2016, 25(1):114-127.
[2] Pan X A, Honhon D. Assortment planning for vertically differentiated products[J]. Production and Operations Management, 2012, 21(2):253-275.
[3]中国连锁经营协会.2017中国便利店发展报告发布[EB/OL].[2018-05-12]. http://www.ccfa.org.cn/portal/cn/view..jsp?lt=33&id=430429.
[4] Shao X F. Product differentiation design under sequential consumer choice process[J]. International Journal of Production Research, 2015, 53(8):2342-2364.
[5] Ryzin G, Maha.jan S. On the relationship between inventory costs and variety benefits in retail assortments[J].Management Science, 1999, 45(11):1496-1509.
[6] Aydn G, Hausman W H. The role of slotting fees in the coordination of assortment decisions[J]. Production and Operations Management, 2009, 18(6):635-652.
[7] Lacourbe P, Loch C H, Kavadias S. Product positioning in a two-dimensional market space[J]. Production and Operations Management, 2009, 18(3):315-332.
[8]潘晓军,陈宏民.产品差异化与序贯推出的策略选择[J].系统工程理论与实践,2002, 22(8):61-67.Pan X J, Chen H M. Research on strategic choice of product differentiation and sequential introduce[J]. Systems Engineering—Theory&Practice, 2002, 22(8):61-67.
[9]赵菊,邱菊,胡小建,等.基于策略消费者的差异化产品推出及定价研究[J].系统工程理论与实践,2017, 37(12):3098-3108.Zhao J, Qiu J, Hu X J, et al. Vertically differential product introduction and pricing in the presence of strategic consumers[J]. Systems Engineering—Theory&Practice, 2017, 37(12):3098-3108.
[10] Hopp W J, Xu X. A static approximation for dynamic demand substitution with applications in a competitive market[J]. Operations Research, 2008, 56(3):630-645.
[11] Dukes A J, Geylani T, Srinivasan K. Strategic assortment reduction by a dominant retailer[J]. Marketing Science,2009, 28(2):309-319.
[12] Aydin G, Heese H S. Bargaining for an assortment[J]. Management Science, 2014, 61(3):542-559.
[13] Kurtulus M, Nakkas A, Ulkii S. The value of category captainship in the presence of manufacturer competition[J].Production and Operations Management, 2014, 23(3):420-430.
[14]肖旦,周永务,史欣向,等.分销供应链中零售商横向竞争下采购联盟的稳定结构[J].中国管理科学,2017, 25(4):33-41.Xiao D, Zhou Y W, Shi X X, et al. Stable structure of purchasing coalitions with horizontal competing retailers in distribution supply chains[J]. Chinese Journal of Management Science, 2017, 25(4):33-41.
[15]杨道箭,白寅.基于Hotelling模型的供应链间核心企业竞争与分散式[J].系统工程理论与实践,2015, 35(12):3025-3037.Yang D J, Bai Y. Supply chain core firms competition and decentralization based on Hotelling model[J]. Systems Engineering—Theory&Practice, 2015, 35(12):3025-3037.
[16]陈晓红,谭运强.考虑策略型消费者双层因素的多零售商动态博弈定价[J].管理工程学报,2015,29(4):178-185.Chen X H, Tan Y Q. Dynamic pricing game among multi-retailers considering two factors of strategic consumers[J]. Journal of Industrial Engineering&Engineering Management, 2015, 29(4):178-185.
[17]申成然,熊中楷,晏伟.网络比价行为下双渠道定价及协调策略研究[J].中国管理科学,2014, 22(1):84-93.Shen C R, Xiong Z K, Yan W. Pricing and coordination research of dual-channel supply chain under price comparison[J]. Chinese Journal of Management Science, 2014, 22(1):84-93.
[18]但斌,徐广业.随机需求下双渠道供应链协调的收益共享契约[J].系统工程学报,2013, 28(4):514-521.Dan B, Xu G Y. Revenue sharing contract for dual-channel supply chain coordination with stochastic demand[J].Journal of Systems Engineering, 2013, 28(4):514-521.
[19]王先甲,周亚平,钱桂生.生产商规模不经济的双渠道供应链协调策略选择[J].管理科学学报,2017, 20(1):17-31.Wang X J, Zhou Y P, Chin K S. The selection of dual-channel supply chain coordination strategy considering manufacturer'diseconomies of scale[J]. Journal of Management Sciences in China, 2017, 20(1):17-31.
[20] Li Z, Lu Q, Talebian M. Online versus bricks-and-mortar retailing:A comparison of price, assortment and delivery time[J]. International Journal of Production Research, 2015, 53(13):3823-3835.
[21] K(o|¨)k A G, Xu Y. Optimal and competitive assortments with endogenous pricing under hierarchical consumer choice models[J]. Management Science, 2011, 57(9):1546-1563.
[22] Cachon G P, Terwiesch C, Xu Y, et al. Retail assortment planning in the presence of consumer search[J].Manufacturing&Service Operations Management, 2005, 7(4):330-346.
[2] Pan X A, Honhon D. Assortment planning for vertically differentiated products[J]. Production and Operations Management, 2012, 21(2):253-275.
[3]中国连锁经营协会.2017中国便利店发展报告发布[EB/OL].[2018-05-12]. http://www.ccfa.org.cn/portal/cn/view..jsp?lt=33&id=430429.
[4] Shao X F. Product differentiation design under sequential consumer choice process[J]. International Journal of Production Research, 2015, 53(8):2342-2364.
[5] Ryzin G, Maha.jan S. On the relationship between inventory costs and variety benefits in retail assortments[J].Management Science, 1999, 45(11):1496-1509.
[6] Aydn G, Hausman W H. The role of slotting fees in the coordination of assortment decisions[J]. Production and Operations Management, 2009, 18(6):635-652.
[7] Lacourbe P, Loch C H, Kavadias S. Product positioning in a two-dimensional market space[J]. Production and Operations Management, 2009, 18(3):315-332.
[8]潘晓军,陈宏民.产品差异化与序贯推出的策略选择[J].系统工程理论与实践,2002, 22(8):61-67.Pan X J, Chen H M. Research on strategic choice of product differentiation and sequential introduce[J]. Systems Engineering—Theory&Practice, 2002, 22(8):61-67.
[9]赵菊,邱菊,胡小建,等.基于策略消费者的差异化产品推出及定价研究[J].系统工程理论与实践,2017, 37(12):3098-3108.Zhao J, Qiu J, Hu X J, et al. Vertically differential product introduction and pricing in the presence of strategic consumers[J]. Systems Engineering—Theory&Practice, 2017, 37(12):3098-3108.
[10] Hopp W J, Xu X. A static approximation for dynamic demand substitution with applications in a competitive market[J]. Operations Research, 2008, 56(3):630-645.
[11] Dukes A J, Geylani T, Srinivasan K. Strategic assortment reduction by a dominant retailer[J]. Marketing Science,2009, 28(2):309-319.
[12] Aydin G, Heese H S. Bargaining for an assortment[J]. Management Science, 2014, 61(3):542-559.
[13] Kurtulus M, Nakkas A, Ulkii S. The value of category captainship in the presence of manufacturer competition[J].Production and Operations Management, 2014, 23(3):420-430.
[14]肖旦,周永务,史欣向,等.分销供应链中零售商横向竞争下采购联盟的稳定结构[J].中国管理科学,2017, 25(4):33-41.Xiao D, Zhou Y W, Shi X X, et al. Stable structure of purchasing coalitions with horizontal competing retailers in distribution supply chains[J]. Chinese Journal of Management Science, 2017, 25(4):33-41.
[15]杨道箭,白寅.基于Hotelling模型的供应链间核心企业竞争与分散式[J].系统工程理论与实践,2015, 35(12):3025-3037.Yang D J, Bai Y. Supply chain core firms competition and decentralization based on Hotelling model[J]. Systems Engineering—Theory&Practice, 2015, 35(12):3025-3037.
[16]陈晓红,谭运强.考虑策略型消费者双层因素的多零售商动态博弈定价[J].管理工程学报,2015,29(4):178-185.Chen X H, Tan Y Q. Dynamic pricing game among multi-retailers considering two factors of strategic consumers[J]. Journal of Industrial Engineering&Engineering Management, 2015, 29(4):178-185.
[17]申成然,熊中楷,晏伟.网络比价行为下双渠道定价及协调策略研究[J].中国管理科学,2014, 22(1):84-93.Shen C R, Xiong Z K, Yan W. Pricing and coordination research of dual-channel supply chain under price comparison[J]. Chinese Journal of Management Science, 2014, 22(1):84-93.
[18]但斌,徐广业.随机需求下双渠道供应链协调的收益共享契约[J].系统工程学报,2013, 28(4):514-521.Dan B, Xu G Y. Revenue sharing contract for dual-channel supply chain coordination with stochastic demand[J].Journal of Systems Engineering, 2013, 28(4):514-521.
[19]王先甲,周亚平,钱桂生.生产商规模不经济的双渠道供应链协调策略选择[J].管理科学学报,2017, 20(1):17-31.Wang X J, Zhou Y P, Chin K S. The selection of dual-channel supply chain coordination strategy considering manufacturer'diseconomies of scale[J]. Journal of Management Sciences in China, 2017, 20(1):17-31.
[20] Li Z, Lu Q, Talebian M. Online versus bricks-and-mortar retailing:A comparison of price, assortment and delivery time[J]. International Journal of Production Research, 2015, 53(13):3823-3835.
[21] K(o|¨)k A G, Xu Y. Optimal and competitive assortments with endogenous pricing under hierarchical consumer choice models[J]. Management Science, 2011, 57(9):1546-1563.
[22] Cachon G P, Terwiesch C, Xu Y, et al. Retail assortment planning in the presence of consumer search[J].Manufacturing&Service Operations Management, 2005, 7(4):330-346.