摘要
灰色市场形成于不同地域同型商品存在价格差异带来的套利机会,其广泛存在于品牌产品的营销周期中,是授权市场外的一个市场补充.与此同时,品牌制造商在不同渠道策略性的选择产品发售时间以缓解渠道冲突,例如,相对于同步策略(高、低价市场同时发售产品),延迟策略(在高价、低价市场先后顺序销售产品)就是最常见的策略之一.基于此,本文考虑由两个制造商、一个第三方投机者及消费者组成的产销系统,针对灰色市场背景下强势制造商的渠道模式选择问题,分别构建了强势制造商采取同步策略和延迟策略下的渠道模式决策模型,通过对比分析了灰色市场、渠道模式对强势制造商决策及收益的影响.研究结果表明:1)灰市存在时强势制造商采取延迟策略有利于获取更高收益;2)强势制造商的定价策略取决于其渠道模式选择策略;3)第三方参与灰市投机与否与转移成本、消费者对产品的估值和不同市场产品的替代程度密切相关.此外,还分析了强势制造商的不同渠道策略对弱势制造商的影响.
Grey market is formed in the arbitrage opportunity brought by the price difference of the same type of merchandise in different regions,which widely exists in the marketing cycle of brand products.At the same time,brand manufacturers strategically choose the release time of products in different channels to alleviate channel conflicts.For example,compared with the synchronization strategy(release of products in both high-and low-price market,simultaneously),the postponement strategy(release of products in high-and low-priced markets,successively)is one of the most common marketing strategies.Based on it,this paper considers a production and marketing system consisting of two manufacturers,one third-party speculator and customers.Aiming at the channel selection strategy of the powerful manufacturer in the grey market environment,the channel model decision models of the powerful manufacturer with synchronous strategy and postponement strategy are constructed respectively.By comparing and analyzing the influence of the grey market and the channel models on the decision-making of the powerful manufacturer.The results show that:1)When the third-party participates in speculation in the grey market,it is the best channel strategy for the powerful manufacturer to adopt postponement strategy;2)the pricing strategy of the powerful manufacturer depends on the channel model selection strategy;3)the involvement of the third-party speculators in the grey market is closely related to the transfer costs,consumers’valuation of products and the degree of substitution of products in different markets.In addition,we also analyzes the influence of the different channel strategies of the powerful manufacturer on the low-price market product pricing of the general manufacturer.
作者
程明宝
吴硕
苏锡雄
李细枚
CHENG Mingbao;WU Shuo;SU Xixiong;LI Ximei(Management College,Zhongkai University of Agriculture and Engineering,Guangzhou 510225,China;School of Business,Nanjing University of Information Science&Technology,Nanjing 210044,China;School of Management,Guangdong University of Fiance,Guangzhou 510520,China)
出处
《系统工程理论与实践》
北大核心
2025年第4期1265-1277,共13页
Systems Engineering-Theory & Practice
基金
江苏省高校哲学社会科学研究重大项目(2021SJZDA175)
教育部人文社会科学研究规划项目(21YJA630008)
广东省普通高等学校特色创新项目(2024WTSCX011)。
关键词
强势制造商
灰色市场
渠道模式
同步策略
延迟策略
powerful manufacturer
grey market
channel model
synchronous strategy
postponement strategy
