CN109190971B - Channel conflict management and control method and system - Google Patents
Channel conflict management and control method and system Download PDFInfo
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Abstract
The invention provides a channel conflict management and control method, which comprises the following steps: screening out a target selling area with a channel conflict risk according to the selling unit price of each seller; constructing a profit function corresponding to the target sales area by using a perception value and a receiving degree coefficient, wherein the receiving degree coefficient is used for representing the receiving degree of the water and the goods of the user, and the perception value is used for representing the highest price which the user is willing to pay for the specified goods; and calculating the optimal quantity which enables the profit function to obtain the maximum value according to the profit function, and determining the goods-fleeing risk state of the target sales area according to the optimal quantity. The method and the system can fully consider the profit conditions of the channel conflict and different acceptance degrees of the channel conflict commodity by the user to analyze the channel conflict risk, so that the channel conflict analysis is more accurate, a manufacturer can control the channel conflict through adjusting the retail price, the cost and the like of different sales areas, and channel conflict control measures are tighter.
Description
Technical Field
The invention relates to the technical fields of a supply chain price theory, a Stackelberg game theory between a producer and a seller and the like, in particular to a channel conflict management and control method and a channel conflict management and control system.
Background
The channel conflict refers to the phenomenon that a dealer places a distribution agreement and the manufacturer benefits to neglect for a long time and sells goods across regions privately, namely goods sent to a first place by a manufacturer are sold in a second place. At present, the phenomenon of commodity channel conflict in the market is common, and the channel conflict causes serious economic loss for manufacturers and sellers on one hand, disturbs normal price order and damages brand images of the manufacturers and the sellers on the other hand; on the other hand, it can be used by consumers to lose trust in the brand image of the manufacturer. And the channel conflict is difficult to identify and difficult to prevent, so that effective pre-sale prevention or control on channel conflict phenomenon is still lack of effective technical identification sections at present.
In the prior art, only the identification of the channel conflict based on the price difference can be realized, the identification mechanism only roughly identifies the channel conflict, the identification precision is not high, and in addition, the identification mechanism can not provide data basis at the stage of pricing of a manufacturer so as to prevent and control the channel conflict risk possibly occurring in the subsequent supply chain of the commodity at the initial stage of commodity production.
Therefore, in the existing technical scheme, the identification mechanism of the channel conflict is not accurate enough, the management and control mechanism is not perfect enough, the management and control of different degrees can not be realized by combining the actual market demands, and the scheme is not flexible enough.
Disclosure of Invention
The invention aims to provide a channel conflict management and control method and a channel conflict management and control system, which are used for analyzing price games among manufacturers, sellers and channel conflict providers in the product sale process from the 'profit' angle of essential reasons of channel conflict phenomenon, and calculating the optimal quantity through analyzing a profit function so as to finally perform pre-sale prevention management and control on channel conflict through the calculated optimal quantity.
In order to realize the purpose, the invention adopts the following technical scheme:
in a first aspect, the invention provides a channel conflict management and control method, which comprises the following steps:
screening out a target selling area with a channel conflict risk according to the selling unit price of each seller;
constructing a profit function corresponding to the target sales area by using a perception value and an acceptance coefficient, wherein the acceptance coefficient is used for representing the acceptance of the user to the water and the goods, and the perception value is used for representing the highest price which the user is willing to pay for the specified goods;
and calculating the optimal quantity which enables the profit function to obtain the maximum value according to the profit function, and determining the goods-fleeing risk state of the target sales area according to the optimal quantity.
Specifically, the screening of the target sales area with the risk of channel conflict according to the sales unit price of each seller includes:
calculating the price difference between the sale unit price a1 of the current sale area and the sale unit price a2 of any other sale area;
calculating the product a1 x d% of the selling unit price a1 of the current selling area and a preset goods-fleeing profit proportion threshold d%;
judging whether the price difference value is larger than a1 x d%;
if yes, the current sales area is judged as the target sales area and marked, and the sales area with the commodity price difference value larger than a1 × d% with the target sales area is marked as a channel conflict area.
Specifically, the profit function corresponding to the target sales area includes a first profit function of the shipper and a second profit function of the producer.
Specifically, the constructing of the profit function corresponding to the target sales area by using the perceived value and the acceptance coefficient includes:
constructing a first consumer residual function So for a user to purchase a water commodity in the target sales area, wherein the water commodity is a commodity which is transshipped from the transshipment area to the target sales area;
constructing a second consumer remaining function Sn for a user to purchase a commodity in a commodity-carrying state in the target sales area, wherein the commodity in the commodity-carrying state is a commodity with a specified sales area as the target sales area;
constructing a first demand function Qo of the target sales area for the water and cargo commodities and a second demand function Qn of the running commodities by using the magnitude relation of the first consumer residual function So and the second consumer residual function Sn;
calculating the first profit function pi according to the first demand function QoOWherein the calculation formula is as follows:
∏O＝Qo·t1
therein, IIOT1 is a price added when the goods fleeing from other sales areas to the target sales area by the goods fleeing provider, which is the first profit function;
calculating the second profit function pi using the first demand function Qo and the second demand function QnMWherein, the calculation formula is as follows:
∏M＝(Qn+Q0)(p1-c1)+Qn(p2-c2)
therein, IIMIs said second profit function, p1The unit price of goods in the current channel conflict area, p2 the unit price of goods in the target sales area, c1Cost of goods transported from the producer to the current fleeing area, c2The cost of transporting goods from the manufacturer to the target sales area.
Specifically, the constructing a first consumer remainder function So for the user to purchase the water commodity in the target selling area includes:
calculating a first product thetaxV of the acceptance degree coefficient theta of the user on the water commodity and the perception value V;
calculating unit price p of the commodities in the current channel conflict area1Added value t with the fleeing goods merchant1Sum of prices (p)1+t1)；
Subtracting the sum of prices (p) from the first product θ V1+t1) And constructing the first consumer remainder function So, wherein the water commodity is a channel.
Specifically, the constructing a second consumer remaining function Sn for the user to purchase the commodity in the target sales area includes:
using the perceived value V minus the price p2p2 of the item in the target sales area, a second consumer surplus function Sn is constructed to calculate what the user purchased a shipped item in the target sales area, wherein the shipped item is the item in the target sales area.
Preferably, the formula for constructing the first demand function Qo and the second demand function Qn is as follows:
wherein maxV is the maximum value of V.
Specifically, the calculating an optimal amount of the maximum value that the profit function takes according to the profit function includes:
deriving the first profit function, enabling the corresponding derivation function to be equal to zero, and calculating the optimal added price of the goods fleeing provider;
deriving the second profit function and making the corresponding derivation function equal to zero, and calculating the optimal pricing of the manufacturer;
and calculating the optimal value of the acceptance coefficient by using the optimal price and the optimal pricing.
Specifically, the calculating an optimal amount of a maximum value obtained by the profit function according to the profit function, and determining the risk state of the goods-fleeing of the target sales area according to the optimal amount and the acceptance degree coefficient includes:
and determining value intervals of each optimal quantity by taking the optimal value of the acceptance degree coefficient, the optimal pricing and the optimal pricing as critical values, and judging the goods fleeing risk state of the target sales area corresponding to each value interval.
In a second aspect, the present invention provides a system for managing and controlling a channel conflict, comprising:
the screening module is used for screening out a target selling area with a goods fleeing risk according to the selling unit price of each seller;
the construction module is used for constructing a profit function corresponding to the target sales area by utilizing a perception value and an acceptance coefficient, the acceptance coefficient is used for representing the acceptance of the water and the goods by the user, and the perception value is used for representing the highest price which the user is willing to pay for the specified goods;
and the judging module is used for calculating the optimal amount of the profit function with the maximum value according to the profit function and determining the goods-fleeing risk state of the target sales area according to the optimal amount.
Compared with the prior art, the invention has the following advantages:
the invention provides a channel conflict management and control method, which screens out a target sale area with channel conflict risks according to sale unit prices of various sellers; constructing a profit function corresponding to the target sales area by using a perception value and an acceptance coefficient, wherein the acceptance coefficient is used for representing the acceptance of the user to the water and the goods, and the perception value is used for representing the highest price which the user is willing to pay for the specified goods; and calculating the optimal quantity which enables the profit function to obtain the maximum value according to the profit function, and determining the goods-fleeing risk state of the target sales area according to the optimal quantity. According to the method, firstly, the target sales area possibly having the channel conflict risk is screened out through the preliminary price difference, secondly, a profit function is constructed by fully combining the acceptance degree of the user to different commodities and the perception value of the user, then, each optimal quantity is calculated by combining the profit function and the channel conflict profit condition, and the channel conflict risk of the target sales area is judged according to different values of the optimal quantity, so that the channel conflict risk is more accurately analyzed, and finally, the channel conflict phenomenon is effectively controlled according to each optimal quantity.
2, the profit function of the present invention includes a first profit function of a shipper and a second profit function of a producer. When the profit function is calculated, firstly, a first consumer residual function So that a user purchases water and cargo commodities in the target sales area is constructed, a second consumer residual function Sn that the user purchases cargo commodities in the target sales area is constructed, and secondly, a first demand function Qo of the target sales area for the water and cargo commodities and a second demand function Qn of the target sales area for the cargo commodities are constructed by using the magnitude relation of the first consumer residual function So and the second consumer residual function Sn; calculating the first profit function pi according to the first demand function QoOCalculating the second profit function pi using the first demand function Qo and the second demand function QnM. According to the scheme for calculating the profit function, the goods-fleeing risk is analyzed from the perspective of 'profit' which is an essential reason for the occurrence of the goods-fleeing phenomenon, the goods-fleeing risk is analyzed, the problems of cost and profit of the goods in different links of sale are considered, different acceptance degrees of the goods-fleeing goods and user perception values of the users caused by the difference between the goods-fleeing goods and the goods-carrying are fully considered, the actual market condition is effectively combined, and the requirements of the manufacturers for carrying out reasonable control on the goods-fleeing in different degrees according to the actual condition are met.
In conclusion, the method and the system comprehensively consider factors such as profit conditions of the channel conflict occurrence, acceptance degree of the channel conflict commodity by the user, perception value of the user and the like to analyze the channel conflict risk according to actual market operation requirements, so that the channel conflict risk analysis is more accurate. The method is characterized in that a demand function and a profit function of a manufacturer and a seller are constructed based on an economic supply chain theory, the optimal pricing of the goods fleeing provider, the optimal control of the manufacturer and the optimal value of the user acceptance degree are solved by adopting a game theory, and finally the manufacturer can regulate the retail price, the cost and the like of different sales areas according to the solved optimal values to control the goods fleeing. The invention has a solid theoretical basis, can realize the management and control of different degrees by combining with the actual market demand, and better meets the management demand of manufacturers.
Additional aspects and advantages of the invention will be set forth in part in the description which follows, and in part will be obvious from the description, or may be learned by practice of the invention.
Drawings
The foregoing and/or additional aspects and advantages of the present invention will become apparent and readily appreciated from the following description of the embodiments, taken in conjunction with the accompanying drawings of which:
FIG. 1 is a flow chart illustrating a method for managing a channel conflict according to an embodiment of the present invention;
FIG. 2 is a graph of the demand for a good versus the perceived value of the user for the good in accordance with the present invention;
FIG. 3 is a schematic diagram of a supply chain structure including manufacturers, vendors and sales regions according to the present invention;
FIG. 4 is a diagram illustrating a relationship between a first consumer residual function and a second consumer function and the perceived value according to an embodiment of the present invention;
FIG. 5 is a diagram illustrating a relationship between a first consumer residual function and a second consumer function of the perceived value according to another embodiment of the present invention;
FIG. 6 is a diagram illustrating a relationship between the first consumer residual function and the second consumer function and the perceived value according to another embodiment of the present invention.
Detailed Description
Reference will now be made in detail to embodiments of the present invention, examples of which are illustrated in the accompanying drawings, wherein like or similar reference numerals refer to the same or similar elements or elements having the same or similar function throughout. The embodiments described below with reference to the drawings are illustrative only and should not be construed as limiting the invention.
Referring to fig. 1, the present invention provides a method for managing and controlling a channel conflict, which in one embodiment includes the following steps:
and S11, screening out the target selling areas with the channel conflict risk according to the selling unit price of each seller.
In the embodiment of the invention, the sales area with the channel of channel conflict is extracted by taking the sales area as a unit. The invention ignores the analysis for the sales area without the risk of channel conflict and only considers the sales area with the risk of channel conflict. When the problem decomposition is carried out, the target sales area with the channel conflict risk, the sales channels possibly having the channel conflict to the sales area and the corresponding channel conflict area are extracted by taking the sales area as a unit.
The invention can select the following schemes to screen out the target sales area with the channel conflict risk:
firstly, calculating the price difference between the sale unit price a1 of the current sale area and the sale unit price a2 of any other sale area;
secondly, calculating the product a1 x d% of the selling unit price a1 of the current selling area and a preset goods-fleeing profit proportion threshold d%;
thirdly, judging whether the price difference value is larger than a1 x d%; if yes, the current sales region is judged as the target sales region and marked, and the sales region with the commodity price difference value larger than a1 x d% with the target sales region is also marked.
The present invention calculates profit difference M between the selling price of each selling region Ri and that of any other selling region Rj (1 ≦ j ≦ k, and i ≠ j) using a round-robin structure, where M ═ a2- (a1+ c), where c denotes a variable selling cost per unit commodity from manufacturer to seller, including such things as: transportation costs, warehousing costs, tariff or marketing campaign costs, and the like.
In the embodiment of the invention, the condition that the goods fleeing occurs in different sales areas is poor profit, for example, areas R1 and R2 have corresponding retail price distributions of P1 and P2, and when P1< P2, there is a risk that goods are fleeed from R1 to R2 because P2-P1>0, and certainly, in consideration of actual situations, certain cost, such as the cost of transportation and storage, is needed between R1 and R2.
S12, constructing a profit function corresponding to the target sale area by using a perception value and an acceptance coefficient, wherein the acceptance coefficient is used for representing the acceptance of the water and the goods by the user, and the perception value is used for representing the highest price which the user is willing to pay for the specified goods.
The parameters involved in the examples of the invention are explained as follows:
1. user acceptance factor theta
The user acceptance coefficient is the acceptance degree of the user to the water and goods, the user acceptance coefficient is between 0 and 1, and the larger the value of the user acceptance coefficient is, the higher the acceptance degree of the user to the goods fleeing is.
In the embodiment of the present invention, the calculation of the user acceptance coefficient may preferably adopt the following three schemes:
first, the user acceptance coefficient is set to be constant. In consideration of practical simplicity, the user acceptance coefficient of any commodity for the users in each sales area can be made equal and is a constant in the interval of (0, 1).
And secondly, setting the user acceptance coefficient as a variable constant. In actual circumstances, the water and cargo acceptance degrees of the users for the commodities with different prices are different, that is, the acceptance degree coefficient of the users for the commodities with different prices varies with the prices of the commodities, so another setting method for setting the acceptance degree coefficient of the users as a constant can set the acceptance degree coefficient of the users as different constants according to the commodities with different prices, but the acceptance degree coefficient of the users for the same type of commodities is the same, or can be written as a θ, wherein θ is the acceptance degree coefficient of the users, and a is used for representing the difference of the acceptance degree coefficients of the users for the commodities with different prices.
And thirdly, a practical application calculation method. The method can calculate the adaptive degree coefficient of the users in different sales areas to the water and cargo based on the abnormal data of the channel conflict judged by the actual after-sales data, and calculate the average value of all coefficient values as the final user acceptance degree coefficient, and for the same type of commodities, all sales areas use the average value as the user acceptance degree coefficient.
2. Consumer surplus
When the price of the good is P, for a single consumer whose perceived value of the good is v, the resulting consumer residuals are: S-V-P
The remainder of the description to the consumer here is as follows:
when V-P >0, the consumer will purchase the good;
when V-P <0, the consumer will not purchase the commodity;
when V-P is 0, the consumer can buy the commodity but not buy the commodity;
as can be seen from the above, when the consumer purchases a commodity at the price P, the consumer remains marked as Sn, and then Sn is V-P;
when the consumer keeps being recorded as So when the user purchases the water commodity at the price P ', then So is theta V-P'
It should be noted that the unit price of the product is determined for a single product, the perceived value can be set as a constant, and the consumer remains at an exact value. When the price of the goods is variable for a plurality of goods and the user perception may be different, the consumer remaining is a function of the consumer remaining with the price of the goods and the user perception as variables. The present invention accordingly introduces a consumer residual function.
3. Perception value V
The perceived value V may also be referred to as the user's willingness to pay, i.e., the maximum price the user is willing to pay for the goods. In the embodiment of the invention, the perception value can be set according to actual conditions, for example, the same user perception value in each sales area can be set for convenience of calculation.
In the embodiment of the present invention, it is assumed that V satisfies uniform distribution between [0, maxV ], where maxV is the maximum perceptual value of the user to the commodity, and a calculation formula of maxV is as follows (1-1):
max V＝w·(1+max t％) (1-1)
wherein w is the wholesale price and t% suggests the maximum price adjustment ratio for the manufacturer.
4. Demand function Qi
Referring to fig. 2, fig. 2 is a diagram illustrating a relationship between a demand amount of a commodity and a perceived value of the commodity of a user after the perceived value is introduced. As shown in FIG. 2, when the perceived value is introduced, the consumer residual function for a user to purchase a shipped item is Si＝V-PiOnly S isiGreater than 0, i.e. V is greater than or equal to PiIs likely to be purchased, i.e. the perceived value of the user according to fig. 2 lies in pi，max V]The demand function is thus formulated as (1-2) below:
wherein, the maximum demand is max P ═ max Q; according to the calculated maximum sales volume, the user volume with the maximum commodity demand can meet the following requirements: max P is less than or equal to max Q.
5. Profit function
In the embodiment of the invention, the profit functions corresponding to the target sales area comprise a first profit function of a goods fleeing provider and a second profit function of a manufacturer. Wherein the second profit function of the manufacturer can be expressed as the following formula (1-3):
wherein Qi is the commodity demand of the ith dealer or sales area;
pi is the retail price of the ith sales region;
ci is the variable sales cost of a unit of goods from the producer to the ith sales area, including shipping, warehousing or marketing expenses, etc.
6. The goods in line are the goods with the specified selling area as the target selling area. The water goods are goods which are transshipped from the transshipment area to the target sale area.
The present invention calculates expressions of the first profit function of the channeling provider and the second profit function of the producer based on the meanings and the definitional expressions of the above respective parameters.
Referring to fig. 3, fig. 3 is a schematic diagram of a supply chain structure including manufacturers, vendors and sales regions. As shown in fig. 3, M denotes a producer, Ri (i ═ 1, 2, 3) denotes a vendor, RRi denotes a sales area corresponding to Ri, and ci denotes a variable sales cost of a unit commodity from the producer to the vendor, including such things as: transportation costs, warehousing costs, tariff or marketing campaign costs, etc., pi represents the retail price of the individual items of the sales area RRi. Further, the calculation formula of the sales profit difference Δ pi between different sales regions is as follows (1-4):
Δpi＝pj-(pi+ci) (1-4)
it should be noted that, in the embodiment of the present invention, it is assumed that the production cost of the same type of goods and the factory wholesale price of the seller are the same in the same manufacturer, so that the production cost and the factory wholesale price of the goods are not considered in the algorithm, but only the variable sales cost ci and the retail prices pi in different sales areas are considered;
with continued reference to fig. 3, the dashed arrows in fig. 3 indicate a channel conflict threat, and in the sub-supply chain formed by M, R1, R2, RR1 and RR2, channel conflict is not possible in the RR1 region, and channel conflict is possible in the RR2 region from the vendor R1.
In the embodiment of the invention, the profit function is solved by solving the demand function. In the embodiment of the invention, the product demand of each sales area is calculated by curve fitting according to the actual product ordering data of each channel dealer; because the demand functions of products in economics mainly comprise linear functions and curve functions, linear fitting is adopted here for simplicity of calculation and analysis, namely Qi is d-beta P; where d and beta are constants, P is the retail price for the corresponding sales region, which will be found from the data fitting.
Referring to fig. 3, in the embodiment of the present invention, the solving of the demand function includes the following two cases:
first, for the channel R1 without the possibility of channel conflict, the demand function is as follows (1-5):
wherein p1 is the selling unit price of the commodity in the selling region R1.
Secondly, for the channel R2 with the channel conflict threat, the calculation process of the demand function is as follows:
A. and constructing a first consumer remaining function So for the user to purchase the water commodity in the target sales area.
In an embodiment of the present invention, the constructing a first consumer remainder function So for the user to purchase the water commodity in the target selling area includes:
calculating a first product thetaxV of the acceptance degree coefficient theta of the user on the water commodity and the perception value V;
calculating the price p1 of the commodity in the current goods-fleeing area and the added price t of the goods-fleeing provider1Sum of prices (p)1+t1)；
Subtracting the sum of prices (p) from the first product θ V1+t1) And constructing the first consumer remainder function So, wherein the water commodity is a channel. The calculation formula of the first consumer remainder function So is as follows (1-6):
So＝θV-(p1+t1) (1-6)
B. and constructing a second consumer remaining function Sn for the user to purchase the commodity in the target sales area.
In an embodiment of the present invention, the constructing a second consumer remaining function Sn for a user to purchase a commodity in a target sales area includes:
using the perceived value V minus the price p2 of the shipped items in the target sales area, a second consumer residue function Sn is constructed to calculate what the user purchased the shipped items in the target sales area, wherein the shipped items are items in the target sales area. The calculation formula of the first consumer remaining function Sn is as follows (1-7):
Sn＝V-p2 (1-7)
C. and constructing a first demand function Qo of the target sales area for the water goods and a second demand function Qn of the goods in transit by using the magnitude relation of the first consumer residual function So and the two consumer residual functions Sn. The expressions of the first demand function Qo and the second demand function Qn are shown in the following formulas (1-8):
wherein maxV is the maximum value of the perceptual value V. The specific derivation process of the expressions (1-8) is as follows:
in the embodiment of the invention, the Sn and So have the following components:
if Sn <0, So < 0: the consumer will not purchase the item;
if Sn > So > 0: regional RR3 the consumer will purchase a shipment;
if So > Sn > 0: regional RR3 consumers will purchase water goods;
if Sn ═ So ═ 0: the user of region RR3 may or may not purchase the item;
v was calculated from the formula (1-7)n＝p3Wherein V isnA perceived value for purchasing a shipment;
calculated by the formula (1-6)
VoA perceived value for purchasing a water commodity;
calculated from (1-6) ═ 1-7
According to Vn、Vo、VnoThe relationship of (a) yields a demand function as follows:
(a) referring to fig. 4, fig. 4 is a diagram illustrating a relationship between the first consumer residual function and the perceived value and the second consumer function according to an embodiment. As in FIG. 2, if Vn≥VoThen there is Vno≥Vn≥VoAnd V isno≤maxV。
At this time:
(b) referring to fig. 5, fig. 5 is a schematic diagram illustrating a relationship between a first consumer residual function and a second consumer function and the perceived value according to another embodiment. As shown in FIG. 3, if Vn≥VoThen V isno≥Vn≥VoAnd Vno>maxV
At this time:
(c) referring to fig. 6, fig. 6 is a schematic diagram illustrating a relationship between a first consumer residual function and a second consumer function and the perceived value in another embodiment. As shown in FIG. 4, if Vn≤VoThen V isno≤Vn。
At this time:
to sum up (a), (b) and (c) to obtain (Q)n,Qo) The demand function is:
further, the present invention calculates the first profit function pi according to the first demand function QoOWherein the formula is as follows (1-9):
therein, IIOT1 is a price added when the goods fleeing from other sales areas to the target sales area by the goods fleeing provider, which is the first profit function;
further, the second profit function pi is calculated using the first demand function Qo and the second demand function QnMWherein the calculation formula is as follows (1-10):
∏M＝(Qn+Q0)(p1-c1)+Qn(p2-c2) (1-10)
therein, IIMFor the second profit function, p1 is the unit price of the commodity in the current channel conflict region, p2 is the unit price of the commodity in the target sales region, c1 is the cost of the commodity for transportation from the producer to the current channel conflict region, and c2 is the cost of the commodity for transportation from the producer to the target sales region.
And S13, calculating the optimal amount which enables the profit function to obtain the maximum value according to the profit function, and determining the channel conflict risk state of the target sales area according to the optimal amount.
In the embodiment of the present invention, the optimal amount for maximizing the profit function includes the optimal pricing of the manufacturer, the optimal charging price of the channel conflict dealer, and the optimal value of the acceptance coefficient.
In the embodiment of the present invention, the following scheme is preferably used to calculate the respective optimal values:
firstly, the first profit function is derived, the corresponding derivative function is equal to zero, and the optimal added price of the goods fleeing provider is calculated;
secondly, deriving the second profit function, enabling the corresponding derivation function to be equal to zero, and calculating the optimal pricing of the manufacturer;
and thirdly, calculating the optimal value of the acceptance coefficient by using the optimal price and the optimal pricing.
Assuming that the seller R1 may have a risk of goods being relocated to the seller R3, that is, assuming that the selling region RR1 may be relocated to the selling region RR3, the derivation process of the formula for calculating each optimum amount is as follows:
in the present embodiment, p1 and p3 are considered as constants in calculating the respective optimum values because the prices are known for a particular commodity. The specific calculation process is as follows:
when p3-p1-maxV (1-theta) is not less than t1 and not more than theta p3-p 1:
therefore:
therefore, when
Optimal pricing of a shipper:
the meaning of the formula is that for any retail price P1 and P3 given by R1 and R3 channels, the optimal added price t1 of a goods fleeing provider can be calculated according to the formula;
when t1 is more than or equal to 0 and less than or equal to p3-p1-maxV (1-theta):
therefore, the first and second electrodes are formed on the substrate,
when in use
The method comprises the following steps:
when in use
The method comprises the following steps: t1 ═ p3-p1-maxV (1-theta),
at this time, the point of intersection is formed;
③ when t1 is more than or equal to θ p3-p1 and less than or equal to maxV, Qo is 0 and the water and cargo demand is 0;
in summary, the optimal tuning value of t1 is:
further, in the embodiment of the invention, the second profit function pi of the manufacturer is usedMThe manufacturer's optimal pricing is calculated such that the second profit function takes a maximum value. And when the optimal pricing is calculated, P1 and P3 are used as variables, the second profit functions are subjected to partial derivatives respectively, and the partial derivatives are equal to 0 to obtain the optimal pricing of the manufacturer. The optimal pricing is values of P1 and P3 when the second profit function has a maximum value, a value of P1 obtained when the second profit function has a maximum value is optimal pricing of the producer R1, and a value of P3 obtained is optimal pricing of the producer R3.
And finally substituting the obtained optimal pricing and the optimal added price into the profit function, the first demand function and the second demand function to calculate the optimal value of the acceptance coefficient.
In the embodiment of the invention, after each optimal value is obtained through calculation, an expression about the channel conflict risk state can be obtained according to the optimal value. Specifically, the pricing of the manufacturer, the added price of the goods-fleeing provider and the value intervals of the parameters of the acceptance coefficient are determined by taking the optimal values as critical values, and finally the goods-fleeing risk state of the template sales area and the profits of the manufacturer under the value intervals can be obtained according to different value intervals of the parameters. In one possible design, the expression of the risk state of the channel conflict may be expressed as the risk state of the channel conflict in the target sales area corresponding to different value ranges of each parameter. For example, the target sales area is at risk of being fleeed under a certain interval of a certain parameter.
It should be noted that, in the embodiment of the present invention, the expression of the goods-fleeing risk state of the template sales area is obtained according to different value intervals of each parameter, specifically, the value interval of each parameter is derived through matlab, and under different value intervals, corresponding to different goods-fleeing risk states, a specific derivation process is complicated, and a form of the finally obtained expression is not unique, which is not specifically listed here. In one possible design, the expression is of the form:
when the pricing interval of the manufacturer is as follows: (A1, B1), wherein the value range of the added value of the goods fleeing trader is as follows: (C1, D1), wherein the value interval of the acceptance coefficient is as follows: (E1, F1), the cross-over risk status of the target sales area is that there is a cross-over risk.
When the pricing interval of the manufacturer is as follows: (A2, B2), wherein the value range of the added value of the goods fleeing trader is as follows: (C2, D2), wherein the value interval of the acceptance coefficient is as follows: (E2, F2), the cross-over risk status of the target sales area is that there is no cross-over risk. Wherein one or more of a1, B1, a2, and B2 may be valued at the manufacturer's optimal pricing. The value of one or more of C1, D1, C2, D2 may be the optimal offer for the shipper. One or more of E1, F1, E2, and F2 may be selected to have an optimal value for the acceptance coefficient.
Through the mechanism for identifying the goods-fleeing risk, the method and the system can provide effective data support for price decision of a manufacturer before sale, effectively control the goods-fleeing phenomenon, fully consider the profit condition of the goods-fleeing and different acceptance degrees of the goods-fleeing by the user, enable the goods-fleeing analysis to be more accurate, enable the manufacturer to control the occurrence of the goods-fleeing by adjusting the retail price, the cost and the like of different sale areas, realize the control of different degrees by combining with the actual market demand, and better meet the management demand of the manufacturer.
In another embodiment of the present invention, there is further provided a channel conflict management system, including:
the screening module is used for screening out a target selling area with a goods fleeing risk according to the selling unit price of each seller;
the construction module is used for constructing a profit function corresponding to the target sales area by utilizing a perception value and an acceptance coefficient, the acceptance coefficient is used for representing the acceptance of the water and the goods by the user, and the perception value is used for representing the highest price which the user is willing to pay for the specified goods;
and the judging module is used for calculating the optimal amount of the profit function with the maximum value according to the profit function and determining the goods-fleeing risk state of the target sales area according to the optimal amount.
The system for managing and controlling the channel conflict can filter and screen channel conflict conditions according to variable sales cost of unit products and price control constraint of retail price to filter the channel conflict conditions, calculate or obtain initial parameters or statistics required by system starting, and perform main calculation processes on each extracted sub-supply chain system, wherein the main calculation processes comprise solving of a demand function, solving of a profit function, solving of optimal price and calculating of other optimal quantities.
The goods fleeing management and control system can construct demand functions and profit functions of manufacturers, sellers and goods fleeing suppliers based on a supply chain theory; on the basis, the Stackelberg game theory is adopted to obtain the respective optimal prices of a seller and a goods fleeing seller in the profit pursuing process in the selling link, the goods fleeing occurrence conditions of different selling areas are regulated and controlled by adjusting the user acceptance degree coefficient and the price difference between different channels, the maximum product demand of manufacturers in different states and the maximum obtainable profit are estimated, and the optimal control of the goods fleeing phenomenon is finally realized.
The foregoing is only a partial embodiment of the present invention, and it should be noted that, for those skilled in the art, various modifications and decorations can be made without departing from the principle of the present invention, and these modifications and decorations should also be regarded as the protection scope of the present invention.
Claims (7)
1. A channel conflict management and control method is characterized by comprising the following steps:
screening out a target selling area with a channel conflict risk according to the selling unit price of each seller; the method comprises the following steps: calculating the price difference between the sale unit price a1 of the current sale area and the sale unit price a2 of any other sale area; calculating the product a1 x d% of the selling unit price a1 of the current selling area and a preset goods-fleeing profit proportion threshold d%; judging whether the price difference value is larger than a1 x d%; if yes, judging the current sales area as the target sales area, marking the current sales area, and marking the sales area with the commodity price difference value larger than a1 × d% with the target sales area as a channel conflict area;
constructing a profit function corresponding to the target sales area by using a perception value and an acceptance coefficient, wherein the acceptance coefficient is used for representing the acceptance of the water and the goods by the user, and the perception value is used for representing the highest price which the user is willing to pay for the specified goods, and the profit function comprises the following steps:
constructing a first consumer residual function So for a user to purchase a water commodity in the target sales area, wherein the water commodity is a commodity which is transshipped from the transshipment area to the target sales area;
constructing a second consumer remaining function Sn for a user to purchase a commodity in a commodity-carrying state in the target sales area, wherein the commodity in the commodity-carrying state is a commodity with a specified sales area as the target sales area;
constructing a first demand function Qo of the target sales area for the water and cargo commodities and a second demand function Qn of the running commodities by using the magnitude relation of the first consumer residual function So and the second consumer residual function Sn;
calculating a first profit function pi according to the first demand function QoOWherein the calculation formula is as follows:
∏o＝Qo·t1
therein, IIoT1 is a price added when the goods fleeing from other sales areas to the target sales area by the goods fleeing provider, which is the first profit function;
calculating a second profit function pi using the first demand function Qo and the second demand function QnMWherein, the calculation formula is as follows:
ΠM＝(Qn+Q0)(p1-c1)+Qn(p2-c2)
therein, IIMIs said second profit function, p1The unit price of goods in the current channel conflict area, p2 the unit price of goods in the target sales area, c1Cost of goods transported from the producer to the current fleeing area, c2A cost for transporting goods from a manufacturer to the target sales area;
and respectively calculating the optimal quantity of the maximum value obtained by the first profit function and the second profit function, and determining the goods-fleeing risk state of the target sales area according to the two optimal quantities.
2. The method as recited in claim 1, wherein said constructing a first consumer residual function So that the user purchases the water commodity in the target sales area comprises:
calculating a first product thetaxV of the acceptance degree coefficient theta of the user on the water commodity and the perception value V;
calculating unit price p of the commodities in the current channel conflict area1Added value t with the fleeing goods merchant1Sum of prices (p)1+t1)；
Subtracting the sum of prices (p) from the first product θ V1+t1) Constructing the first consumer remaining functionSo, wherein the water commodity is a goods fleeing commodity from a corresponding goods fleeing channel to the target sale area.
3. The method as recited in claim 1, wherein said constructing a second consumer remainder function Sn for a user to purchase a commodity at said target sales area comprises:
using the perceived value V minus the price p2 of the items in the target sales area, a second consumer residue function Sn is configured to calculate what the user purchased a shipped item in the target sales area, wherein the shipped item is an item in the target sales area.
4. The method of claim 2, wherein the formulas for constructing the first demand function Qo and the second demand function Qn are as follows:
wherein maxV is the maximum value of V, and maxQ is the maximum demand.
5. The method of claim 1, wherein calculating the optimal amount by which the first profit function and the second profit function, respectively, take a maximum value comprises:
deriving the first profit function, enabling the corresponding derivation function to be equal to zero, and calculating the optimal added price of the goods fleeing provider;
deriving the second profit function and making the corresponding derivation function equal to zero, and calculating the optimal pricing of the manufacturer;
and calculating the optimal value of the acceptance coefficient by using the optimal additional price and the optimal pricing.
6. The method of claim 5, wherein the calculating the optimal amount of the first profit function and the second profit function to take the maximum value, respectively, and the determining the cross-stock risk status of the target sales area according to the two optimal amounts comprises:
and determining value intervals of each optimal quantity by taking the optimal value of the acceptance degree coefficient, the optimal pricing and the optimal pricing as critical values, and judging the goods fleeing risk state of the target sales area corresponding to each value interval.
7. A system for managing and controlling a channel conflict, comprising:
the screening module is used for screening out a target selling area with a goods fleeing risk according to the selling unit price of each seller; the method comprises the following steps: calculating the price difference between the sale unit price a1 of the current sale area and the sale unit price a2 of any other sale area; calculating the product a1 x d% of the selling unit price a1 of the current selling area and a preset goods-fleeing profit proportion threshold d%; judging whether the price difference value is larger than a1 x d%; if yes, judging the current sales area as the target sales area, marking the current sales area, and marking the sales area with the commodity price difference value larger than a1 × d% with the target sales area as a channel conflict area;
a construction module, configured to construct a profit function corresponding to the target sales area by using a perceived value and an acceptance coefficient, where the acceptance coefficient is used to represent the acceptance of the water and the goods by the user, and the perceived value is used to represent the highest price that the user is willing to pay for a specific commodity, and the construction module includes:
constructing a first consumer residual function So for a user to purchase a water commodity in the target sales area, wherein the water commodity is a commodity which is transshipped from the transshipment area to the target sales area;
constructing a second consumer remaining function Sn for a user to purchase a commodity in a commodity-carrying state in the target sales area, wherein the commodity in the commodity-carrying state is a commodity with a specified sales area as the target sales area;
constructing a first demand function Qo of the target sales area for the water and cargo commodities and a second demand function Qn of the running commodities by using the magnitude relation of the first consumer residual function So and the second consumer residual function Sn;
calculating a first profit function pi according to the first demand function QoOWherein the calculation formula is as follows:
∏o＝Qo·t1
therein, IIoT1 is a price added when the goods fleeing from other sales areas to the target sales area by the goods fleeing provider, which is the first profit function;
calculating a second profit function pi using the first demand function Qo and the second demand function QnMWherein, the calculation formula is as follows:
ΠM＝(Qn+Q0)(p1-c1)+Qn(p2-c2)
therein, IIMIs said second profit function, p1The unit price of goods in the current channel conflict area, p2 the unit price of goods in the target sales area, c1Cost of goods transported from the producer to the current fleeing area, c2A cost for transporting goods from a manufacturer to the target sales area;
and the judging module is used for respectively calculating the optimal quantity of the maximum value obtained by the first profit function and the second profit function and determining the goods-fleeing risk state of the target sales area according to the two optimal quantities.
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