面向促销的契约设计在莱珀妮公司的应用

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1、O黝面向促销的契约设计在莱珀妮公司的应用关键词：促销努力；组合契约；道德风险；Stackelberg主从博弈2THEAPPLICATIONOFPROMOTIONAL--EFFORTS．．ORIENTEDCOMBINEDCONTRACTINLAPRAIRIECO．，LTD．ABSTRACTLaPrairieCo．，Ltd．，aStheexclusiveagentofa115【gh．endSwissskincarebrandLaPrairieinmailllandChina,mainlysaleitsproductsinluxurysh

2、oppingmall．WithintheechelonsupplychainconsistedofLaPrairieCo．，Ltd．anditsretailer,LaPrairieisusuallyinaslightlyweakpositionwhennegotiateswiththeretailer．LaPrairieoffersluxuryproductswithhighdemandelasticity．Duetocustomers’strongsensitivitytothepromotionaleffortswhichaim

3、edtoimprovebrandimageandservices，LaPrairiestillhasalongwaytogoifexpectshugedevelopmentinChinesemarket．Forthebalanceofallstorebrand’salesandtosteadilyimprovetheoverallbenefits，shoppingcentersdonothaveenoughincentivetosupportanyoneofthebrand’Spromotionalactivities．Theinf

4、luenceofLaPrairie’Spromotionalactivitiescan’tliveuptoexpectationforlackofretailer’Spromotionalefforts．Furthermore．wholesalepricesalescontractsleadtothelowerretailer'sorderquantityandthelowerCUstomerdemandsatisfaction．Thispaperquantitativelystudiesthechannelcooperationb

5、etweenLaPrairieanditsoneretailerundermoralhazard．Accordingtothesalescontract，thegamebetweentheLaPrairieanditsretailerwillleadtotheretailer’Spromotionaleffortislessthan30雾季天学稿m‘—一”面向促销的契约设计在莱珀妮公司的应用undercentralizeddecision-making．Theindependentdecision—makingcannotreali

6、zepromotionalleveloptimizationandchannelcoordination．Toresolvethisproblem，thispaperdesignedapromotional--efforts-·orientedrepurchaseandquantitydiscountcombinedcontract．Dynamicgamemodeldemonstratedthatundercertainparameters，theprofitsofchannelmembersincreases．Retaileran

7、dLaPrairietendtocontinuouslyimprovethelevelofpromotionaleffortsSOastomaximizetheirownprofitsandchannelprofits．UtilizingLaPrairie’SsalestrackingdataaSanexample，itfurtherexplorethechangeofthetotalprofitsaswellaseachmember’softhesupplychainchannelforthesensitivityofthecon

8、tractparameters，andverifythecorrectnessoftheconclusions．Finally,thepaperdiscussesthespecificapplicationofthispromotio