零售商主导型供应链返券促销策略

产品市场的激烈竞争丰富并深化了商品的促销方式，返券促销近来受到众多零售商的使用和青睐。研究了零售商主导供应链中零售商实施返券促销的策略问题。通过构建由一个零售商和一个制造商组成的分散化供应链系统，其中零售商作为供应链系统的主导者，制造商是跟随者，研究了该供应链系统中无返券促销和零售商实施返券促销的供应链决策模型，对比得到该供应链系统最优的返券促销策略，并进一步考察了相关因素对最优决策和利润水平的影响。研究表明，零售商实施返券促销能够提升零售商、制造商和供应链的利润水平；返券促销时，零售商将提高促销产品的零售价格和边际利润，同时制造商将提高促销产品的批发价格。此外，在一定条件下，最优返券面值、促销产品的最优边际利润、最优零售价格和最优批发价格均与顾客感知的返券面值的最大阈值和兑换产品的平均利润率呈正向关系。

Optimal Strategies of Free Gift Cards in Retailer-Dominated Supply Chain #br#

The fierce competition in the product market has enriched and deepened sales promotion. At the same time, free gift cards as an important promotional tool has recently been used and favored by many retailers. In this paper, the design of the optimal strategy of free gift cards for the retailer in retailer-dominated supply chain is studied. A decentralized supply chain is constructed including a single retailer and a single manufacturer, in which the retailer is a leader and the manufacturer is a follower. In this system, two Stackelberg-game models of supply chain with no gift cards and with gift cards are developed. By comparing the results of these two models, the optimal strategies of free gift cards for the supply chain are obtained. Further, the impacts of the parameters on the optimal strategies and relevant profits are discussed. It is shown that free gift cards promotion increases the expected profits of the retailer, the manufacturer, and the whole supply chain. When offering free gift cards, the retailer will increase the retail price and profit margin of promotion product, and the manufacturer will also increase the wholesale price. Moreover, when the maximal threshold value of gift cards from customer perception increases, the optimal gift cards value, the optimal profit margin, the optimal retail price, and the optimal wholesale price are increasing. When the average gross margin of redemption product increases, the optimal value of gift cards, the optimal profit margin, the optimal retail price, and the optimal wholesale price are increasing.