品牌权益影响下的双渠道供应链定价决策及协调研究

品牌权益影响下的双渠道供应链定价决策及协调研究题目：品牌权益影响下的双渠道供应链定价决策及协调研究摘要：在当前竞争激烈的市场环境中，品牌对企业的价值提升和市场竞争力具有重要的影响。本论文针对品牌权益对双渠道供应链定价决策与协调的影响进行研究。首先，从供应链成员的角度分析品牌权益对供应链定价的影响；其次，探讨双渠道供应链中品牌权益的协调机制；最后，通过实证分析，验证品牌权益对双渠道供应链定价决策和协调的重要性。1.引言随着市场经济的不断发展，供应链管理的重要性逐渐凸显。品牌是供应链中的重要组成部分，品牌权益对供应链定价决策及协调具有重要影响。2.品牌权益对双渠道供应链定价决策的影响2.1品牌知名度对定价决策的影响2.2品牌忠诚度对定价决策的影响2.3品牌形象对定价决策的影响3.双渠道供应链中的品牌权益协调机制3.1品牌授权合作3.2价格奖励与惩罚机制3.3资源共享与合作4.实证分析4.1数据收集与处理4.2模型构建及实证结果4.3讨论与分析5.结论与启示通过对品牌权益影响下的双渠道供应链定价决策及协调的研究，可以得出如下结论：品牌权益对双渠道供应链定价决策具有重要影响，协调机制的建立有助于提升供应链绩效。本研究为企业决策者提供了有针对性的建议，并为学术界提供了相关研究的参考。关键词：品牌权益；双渠道供应链；定价决策；协调机制Abstract:Inthecurrentcompetitivemarketenvironment,brandhasasignificantimpactonthevalueenhancementandmarketcompetitivenessofenterprises.Thispaperfocusesontheinfluenceofbrandequityonpricingdecisionsandcoordinationindual-channelsupplychains.Firstly,theimpactofbrandequityonpricingdecisionsinsupplychainisanalyzedfromtheperspectiveofsupplychainmembers.Secondly,thecoordinationmechanismofbrandequityindual-channelsupplychainsisexplored.Finally,throughempiricalanalysis,theimportanceofbrandequityinpricingdecisionsandcoordinationindual-channelsupplychainsisverified.1.IntroductionWiththecontinuousdevelopmentofmarketeconomy,theimportanceofsupplychainmanagementisbecomingincreasinglyprominent.Brandisanimportantcomponentofthesupplychain,andbrandequityhasasignificantimpactonpricingdecisionsandcoordinationinthesupplychain.2.Theinfluenceofbrandequityonpricingdecisionsindual-channelsupplychains2.1Theinfluenceofbrandawarenessonpricingdecisions2.2Theinfluenceofbrandloyaltyonpricingdecisions2.3Theinfluenceofbrandimageonpricingdecisions3.Thebrandequitycoordinationmechanismindual-channelsupplychains3.1Brandauthorizationcooperation3.2Pricerewardsandpenaltiesmechanism3.3Resourcesharingandcooperation4.Empiricalanalysis4.1Datacollectionandprocessing4.2Modelconstructionandempiricalresults4.3Discussionandanalysis5.ConclusionandinspirationThroughtheresearchontheinfluenceofbrandequityonpricingdecisionsandcoordinationindual-channelsupplychains,thefollowingconclusionscanbedrawn:brandequityhasasignificantimpactonpricingdecisionsindual-channelsupplychains,andtheestablishmentofcoordinationmechanismshelpstoimprovesupplychainperformance.Thisstudyprovidestargetedrecommendationsfordecision-makersinenterprisesandprovid