渠道策略和定价策略的制定,是产品营销决策的关键内容。为了实现利润最

大化的目标,企业通过对销售环节的分析,发现影响目标的主要因素,制定适合

企业情况的渠道策略和定价策略,构成了制造类企业迎接竞争、保持发展不可或

缺的环节。

LY公司是一个面对开放市场又具有垄断性质的制造类企业,主要生产各种

工业化仪表电气类产品,产品主要分为两类,即标准类产品和定制类产品。两种

产品都拥有一定的市场份额,销售状况良好,且市场需求较为稳定。然而,由于

LY公司长期沿袭传统的、以经验为主的销售模式,渠道及定价策略的制定缺乏

定量分析和科学方法,不仅未能实现利润最大化,而且导致资源浪费,潜在引发

订单下降、客户流失的后果。

依据LY公司产品的实际情况,构造科学有效的优化模型解决其销售渠道及

定价策略问题,是本论文的重点内容。论文通过对标准类产品的建模研究,利用

多因素最优化模型,对销售渠道的方式和代理商的权限、折扣进行调控,求得最

优解,制定最优渠道策略,从而改变以往代理商可以随意获取代理数量、LY公

司没有代理商就无法正常经营、代理商折扣严重失控的情况。另外,论文还对定

制类产品进行建模研究,利用多因素最优化模型对竞争因子和销售价格的关系进

行控制,并获得最优定价策略,一方面帮助LY公司改善为追求短期利润而提高

价格、长远而言则损失需求的局面,另一方面也有助于LY公司避免为迎合用户

而造成低利润水平的后果。

本论文试图运用理论分析、建模研究的思路和方法解决企业的现实问题,理

论联系实际,既在定量水平上解决LY公司的定价策略和渠道策略问题,同时也

可为同类企业制定价格策略提供依据。这使论文研究既能体现出探索性价值,又

具有一定的现实意义。

关键词:渠道策略;定价策略;利润最大化;优化模型

Abstract

The development of channel strategy and pricing strategy is the key element in making

marketing decisions. In order to achieve the profit maximization, enterprise formulates tfie

appropriate strategies according to the mmn factors by analyzing marketing chain, which is

comprised the integral part in manufacturing enterprises to meet their competition and keep

development.

LY is an manufacturing enterprise that both untying and long-term monopoly, producing

various industrial instrumentation electrical products, which mainly divided in two parts: standard

products and customized products. Both of them have a certain market share and sales in good

condition, moreover, marketing demand is relatively stable. Nevertheless, lacking quantitative

analysis and scientific method in developing channel and pricing strategies, LY followed their

traditional and experience-based sales model in a long term, not only failed to maximize profits,

but also result in a waste of resources, the potential decline in orders and loss of customers.

Thus, establishing scientific and effective models to study the channel strategy and pricing

strategy according to tiie features of the two product mentioned above is the key of this paper.

Establishing the multi-factor optimization model for standard products, the optimal solution and

channel strategy is obtained by regulating the way of sales channel and the authority and discounts

of agents, so as to get rid of the status that enterprise could not operate normally without agents, as

well as the discounts given to agents are seriously out of control. Correspondingly, this paper also

researched in the customized products. Using the multi-factor optimization model to control the

relationship between competitive factor and price, we get the optimal pricing strategy eventually,

which, on the one hand, could help LY company to ameliorate the situation that the loss of demand

in the long run will caused by raising price in pursuit of short-term profit. It also helps LY

company to avoid the low profit level due to catering to the customers.

With the methods of both theoretical analysis and modeling to solve practical problems

existing in the enterprise, this paper not only can find a solution to channel and pricing strategies

faced by LY on the quantitative level,but also can provide the basis for pricing strategy in other

similar enterprises, which reflects its exploratoiy value,even a certain practical significance.

Key Word: channel strategy; pricing policy; profit maximization; optimization model