顾客异质性下供应链折扣促销策略研究

In the new era of network economy, promotions become an important strategy for the growth of many enterprises. Various new forms rebates/discounts have emerged as important marketing methods. With the massive internet trading data, analyzing heterogeneity between customers and tracking their individual needs become possible. Customer heterogeneity in factors such as discount value perception, risk attitude, price sensitivity, and rebate redemption behaviors have been shown to have significant impacts on promotion effectiveness, but little research has been done on how heterogeneity influences promotion strategies in the supply chain environment. In this project, we will first summarize the factors of customer heterogeneity and study their effects on various types of promotions. We will then study the optimal promotion strategies for decision-makers under different supply chain structure facing customer heterogeniety. The impact of customer heterogeneity on supply chain efficiency and supply chain coordination mechanisms will also be analyzed. Because in reality information regarding customer heteorogeneity is often limited and asymmetric between supply chain entities, we also study the optimal joint learning and promotion strategies to maximize the profit of individual firms and the entire supply chain. In this project, we will develop the theory for new forms of rebate/discount promotion under heterogeneous markets using supply chain contract theory and learning theory. This research will provide theoretical guidance for corporate promotion decision in a dynamic and heterogeneous market environment. The results from the project will have a wide range of applications in the practice of the new network economy.

在新网络经济时代，折扣促销这一重要传统营销方式衍化出许多新的形式，成为企业增长的重要战略。随着网络经济带来的海量数据，企业分析顾客间的异质性，追踪单个客户的需求成为可能。很多案例表明顾客在折扣价值认知、兑现行为、风险态度、以及价格敏感性等方面的异质性对企业的促销效果有着显著的影响，但目前对顾客异质性如何影响供应链环境下不同主体的折扣促销决策的研究不多。本项目通过实证调研归纳总结顾客异质性对各类促销形式的影响方式，再针对不同供应链结构下不同主体构建促销决策模型，研究顾客异质性对于供应链中不同主体促销最优决策的影响，分析市场异质性下供应链协调机制，并找出顾客异质信息有限和不对称情况下，通过信息学习提升促销效果和整个供应链收益的最优促销策略。本项目拓展了供应链契约理论和信息学习理论在异质市场促销中的应用，对动态变化的异质市场环境下企业促销决策优化提供理论指导，在新网络经济实践中有广泛的应用前景

在新网络经济时代，折扣促销这一重要传统营销方式衍化出许多新的形式，成为企业增长的重要战略。随着网络经济带来的海量数据，企业分析顾客间的异质性，追踪单个客户的需求成为可能。对此本项目深入的研究了顾客异质性对不同促销方式的影响：通过实证研究和模型分析，找出了市场异质性影响促销效果的关键因素（顾客不同的折扣兑付行为、资金不同、风险偏好不同、产品信息不对称、价格弹性等）。定性分析了这些关键因素是影响顾客需求的作用机理，建立描述顾客异质性对市场需求的影响的数学模型。 然后针对单个企业或供应链不同环节上的企业，建模分析了邮寄折扣、团购、直接折扣等不同促销模式下的各自最优决策，得到市场异质性不同促销方式的影响机制，为企业在供应链环境下如何利用顾客异质性来优化促销策略提供理论指导。本课题不仅基本完成了项目既定的目标，还在研究过程中探索出若干新的研究方向（结合融资的销售折扣、免费样品发放等促销方法），为未来进一步丰富折扣促销领域的研究打下基础。本课题组的研究基本按照计划顺利执行，在项目规划的研究问题里都取得了很好的成果，截至目前为止一共发表和接受了15篇高水平学术期刊文章，其中在POM、 MSOM、OMEGA、IJPR等国际高水平SCI/SSCI期刊上接受或发表了6篇文章、2篇EI文章和7篇中文高水平文章。