경쟁 하의 포인트 공유정책 연구

Abstract

학위논문 (석사) -- 서울대학교 대학원 : 공과대학 산업공학과, 2021. 2. 문일경 .To encourage reward redemption and effectiveness of loyalty programs, many retailers have found ways to augment and improve conventional marketing methods. For instance, retailers from different industries in South Korea have created a point-sharing policy in which customers are able to enjoy the privileges of spending at multiple participating outlets while enjoying flexible point redemption at any participant retailer, thus increasing demand of all retailers under the umbrella of the joint point policy. This thesis develops a supply chain model consisting of one supplier and two competitive retailers under the point-sharing policy, enabling retailers to optimize their marketing strategies in order to maximize long-term profits. Meanwhile, this thesis also proposes a two-stage transfer payment contract for supply chain coordination, in order to achieve profit optimization for the whole supply chain.Chapter 1 Introduction 1 Chapter 2 Literature Review 5 Chapter 3 Supply Chain Model under the Point-sharing Policy 8 3.1 Supply Chain Model under the Point-sharing Policy 9 3.2 Model Analysis 11 3.3 Numerical Experiments and Analysis 20 3.3.1 Initial Parameters Setup 20 3.3.2 Numerical Results and Analysis 21 Chapter 4 Coordination Mechanism of a Supply Chain 31 4.1 The Wholesale Price Contract 31 4.2 A Two-stage Transfer Payment Contract 34 Chapter 5 Conclusion 40 5.1 Research Conclusions 40 5.2 Future Work 41 Bibliography 43 감사의 글 45Maste