不同权力结构下供应链概率销售策略比较研究

doi:10.16381/j.cnki.issn1003-207x.2020.1133

中国管理科学 ›› 2022, Vol. 30 ›› Issue (9): 152-161.doi: 10.16381/j.cnki.issn1003-207x.2020.1133

• 论文 • 上一篇

不同权力结构下供应链概率销售策略比较研究

舒斯亮¹, 柳键²

1.江西科技师范大学商学院，江西南昌330038；2.江西财经大学信息管理学院，江西南昌330032

收稿日期:2020-06-13 修回日期:2020-09-29 发布日期:2022-08-31
通讯作者: 舒斯亮(1981-)，男(汉族)，江西南昌人，江西科技师范大学商学院，副教授，博士，研究方向：运营与供应链管理，Email：shusiliang0904@163.com. E-mail:shusiliang0904@163.com
基金资助:
国家自然科学基金资助项目(71961010,71761015)；江西省教育厅科学技术研究项目(GJJ180611)

A Comparative Study on Probabilistic Selling Strategy of Supply Chain under Different Power Structures

SHU Si-liang¹, LIU Jian²

1. School of Business, Jiangxi Science and Technology Normal University, Nanchang 330038, China；2. School of Information Technology, Jiangxi University of Finance and Economics, Nanchang 330032, China

Received:2020-06-13 Revised:2020-09-29 Published:2022-08-31
Contact: 舒斯亮 E-mail:shusiliang0904@163.com

摘要/Abstract

摘要： 考虑供应链不同权力结构，探讨产品概率销售问题，分析消费者对产品不完全匹配敏感程度、概率产品组合比例等因素变化对其所产生的影响，并对三种不同权力结构进行比较分析。从研究结果来看，三种不同权力结构下产品批发价格、边际利润有所不同，且消费者对产品不完全匹配敏感程度及概率产品组合比例变化均对其产生影响，但影响程度在不同权力结构下会不同。数值分析进一步表明，弱化消费者对产品不匹配敏感程度或提升消费者购买概率产品的不确定性将有利于供应链实施概率销售策略。

关键词: 权力结构；供应链；概率销售；策略

Abstract: With the aggravation of market competition, it is particularly important that a right sales strategy is chosen for any enterprise, if it wants to enter, occupy, consolidate and expand the market. As a relatively new sales strategy, probabilistic selling has been accepted and recognized by more and more people. Probabilistic selling is that sellers combine their existing products or services into probabilistic product, and take it as an additional purchase option for potential buyers. It is widely used in aviation, tourism and retail industries. For example, some clothes or shoes have been combined into probabilistic products to sell at a low price by some well-known retailers(such as Amazon), and consumers only get information about color, style, design, pattern and so on until they get the products.

Key words: power structure; supply chain; probabilistic selling; strategy

中图分类号:

F272.3

舒斯亮, 柳键. 不同权力结构下供应链概率销售策略比较研究[J]. 中国管理科学, 2022, 30(9): 152-161.

SHU Si-liang, LIU Jian. A Comparative Study on Probabilistic Selling Strategy of Supply Chain under Different Power Structures[J]. Chinese Journal of Management Science, 2022, 30(9): 152-161.

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不同权力结构下供应链概率销售策略比较研究

A Comparative Study on Probabilistic Selling Strategy of Supply Chain under Different Power Structures

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