基于报童模型的零售商补贴模式选择研究
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摘要
本文以报童模型为基础,以最优化期望销售量为衡量标准,研究分析当补贴总额一定时对零售商可采用的采购补贴,销售补贴和价格补贴三种模式.研究表明,价格补贴和销售补贴的激励效果相同.同时,只有当需求的确定性部分占主导地位时,最优期望销售量随着补贴总额的增加而增长;当需求的随机部分占优势时,二者间的单调关系并不始终存在.线性需求假设结合数值分析结果显示,补贴模式的选择上存在门槛策略,当补贴总额较少时应选择采购补贴,而较为充足时则应采用销售补贴,将能够更有效地促进消费.
Based on the newsvendor model,the choice of purchase subsidy,sales subsidy and price subsidy for retailers is studied while the goal is to maximize the expected total sales.The study shows that price subsidy and sales subsidy have the same stimulation effect.Meanwhile,only when the determined part of the demand dominates,the optimal sales increase with the increasing total subsidy,otherwise the monotonicity does not always hold.The results of linear demand case and numerical analysis show that there exists a threshold policy for the choice of retailer's subsidy,that is,the sponsor should choose purchase subsidy when the total subsidy is limited and sales subsidy when it's relatively generous.
Based on the newsvendor model,the choice of purchase subsidy,sales subsidy and price subsidy for retailers is studied while the goal is to maximize the expected total sales.The study shows that price subsidy and sales subsidy have the same stimulation effect.Meanwhile,only when the determined part of the demand dominates,the optimal sales increase with the increasing total subsidy,otherwise the monotonicity does not always hold.The results of linear demand case and numerical analysis show that there exists a threshold policy for the choice of retailer's subsidy,that is,the sponsor should choose purchase subsidy when the total subsidy is limited and sales subsidy when it's relatively generous.
引文
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[16]李新然,吴义彪.政府“以旧换再,,补贴下的差别定价闭环供应链[J].系统工程理论与实践,2015,35(8):1983-1995.Li X R,Wu Y B.Differential price closed-loop supply chain under the government replacement-subsidy[J].Systems Engineering—Theory&Practice,2015,35(8):1983-1995.
[17]Lobel R,Perakis G.Consumer choice model for forecasting demand and designing incentives for solar technology[R].Working Paper,2011.
[18]Cohen M C,Lobel R,Perakis G.The impact of demand uncertainty on consumer subsidies for green technology adoption[J].Management Science,2015,62(5):1235-1258.
[19]Taylor T A,Xiao W.Subsidizing the distribution channel:Donor funding to improve the availability of malaria drugs[J].Management Science,2014,60(10):2461-2477.
[20]Berenguer G,Feng Q,Shanthikumar J G,et al.The effects of subsidies on increasing consumption through for-profit and not-for-profit newsvendors[J].Production and Operations Management,2017,26(6):1191-1206.
[2]Sabot O J,Mwita A,Cohen J M,et al.The impact of subsidized artemisinin-based combination therapies distributed through private drug shops in rural Tanzania[J].PLoS ONE,2002,4(9):e6857.
[3]Chick S E,Mamani H,Simchi-Levi D.Supply chain coordination and influenza vaccination[J].Operations Research,2008,56(6):1493-1506.
[4]Whittington D,Jeuland M,Barker K,et al.Setting priorities,targeting subsidies among water,sanitation,and preventive health interventions in developing countries[J].World Development,2012,40(8):1546-1568.
[5]Karnani A,Garrette B,Kassalow J,et al.Better vision for the poor[J].Stanford Social Innovation Review,2011:66-71.
[6]An R.Effectiveness of subsidies in promoting healthy food purchases and consumption:A review of field experiments[J].Public Health Nutrition,2012,16(7):1215-1228.
[7]Powell L M,Chriqui J F,Khan T,et al.Assessing the potential effectiveness of food and beverage taxes and subsidies for improving public health:A systematic review of prices,demand and body weight outcomes[J].Obesity Reviews,2012(14):110-128.
[8]Nichols A L,Zeckhauser R J.Targeting transfers through restrictions on recipients[J].The American Economic Review,2012,72(2):372-377.
[9]Ben-Zion U,Spiegel U.Philanthropic motives and contribution policy[J].Public Choice,1983,40(2):117-133.
[10]Kalish S,Lilien G L.Optimal price subsidy policy for accelerating the diffusion of innovation[J].Marketing Science,1983,2(4):407-420.
[11]Blackorby C,Donaldson D.Cash versus kind,self-selection,and efficient transfers[J].The American Economic Review,1988,78(4):691-700.
[12]Gautier L.Horizontal product differentiation and policy adjustment in the presence of abatement subsidies and emission taxes[J].Journal of Environmental Economics and Policy,2015,4(1):64-81.
[13]朱庆华,周珊珊.基于政府价格补贴的汽车零部件制造商与再制造商的竞争分析[J].系统管理学报,2014(3):367-373.Zhu Q H,Zhou S S.Competitive analysis of auto-part manufacturer and remanufacturer based on government price subsidies[J].Journal of Systems&Management,2014,23(3):367-373.
[14]生延超.创新投入补贴还是创新产品补贴:技术联盟的政府策略选择[J].中国管理科学,2008,16(6):184-192.Sheng Y C.Innovation subsidies or product subsidies:The government strategy choice of technical alliance[J].Chinese Journal of Management Science,2008,16(6):184-192.
[15]马卫民,赵璋.以旧换新补贴对不同模式闭环供应链的影响[J].系统工程理论与实践,2012,32(9):1938-1944.Ma W M,Zhao Z.Different models of closed-loop supply chain with the government replacement-subsidy[J].Systems Engineering—Theory&Practice,2012,32(9):1938-1944.
[16]李新然,吴义彪.政府“以旧换再,,补贴下的差别定价闭环供应链[J].系统工程理论与实践,2015,35(8):1983-1995.Li X R,Wu Y B.Differential price closed-loop supply chain under the government replacement-subsidy[J].Systems Engineering—Theory&Practice,2015,35(8):1983-1995.
[17]Lobel R,Perakis G.Consumer choice model for forecasting demand and designing incentives for solar technology[R].Working Paper,2011.
[18]Cohen M C,Lobel R,Perakis G.The impact of demand uncertainty on consumer subsidies for green technology adoption[J].Management Science,2015,62(5):1235-1258.
[19]Taylor T A,Xiao W.Subsidizing the distribution channel:Donor funding to improve the availability of malaria drugs[J].Management Science,2014,60(10):2461-2477.
[20]Berenguer G,Feng Q,Shanthikumar J G,et al.The effects of subsidies on increasing consumption through for-profit and not-for-profit newsvendors[J].Production and Operations Management,2017,26(6):1191-1206.