Strategi Penetapan Harga Offline, Online, Dan Reseller Berdasarkan Struktur Dual-Channel Supply Chain

Rahmania, Rizky Astari (2015) Strategi Penetapan Harga Offline, Online, Dan Reseller Berdasarkan Struktur Dual-Channel Supply Chain. Undergraduate thesis, Institut Technology Sepuluh Nopember.

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Abstract

Pertumbuhan e-commerce yang menjanjikan menjadi pertimbangan bagi perusahaan untuk melakukan ekspansi terhadap bisnisnya. Pada pemenuhan permintaan, perusahaan tidak hanya melakukannya melalui transaksi langsung (offline channel), namun juga melalui website (online channel), yang kemudian disebut seagai konsep Dual-channel Supply Chain (DCSC). Implementasi DCSC dapat mengarah ke dua kemungkinan, yaitu kenaikan profit yang karena segmen pasar yang terakomodasi lebih luas, dan penurunan profit karena konflik antar channel. Solusi dari permasalahan tersebut adalah kooperasi antar channel. Konsep DCSC juga mempertimbangkan preferensi customer terhadap channel yang ditunjukkan dengan adanya perbedaan harga antar channel. Penelitian ini merancang stratregi penetapan harga sesuai dengan konsep DCSC melalui perancangan skenario harga. Terdapat tiga skenario harga yang masing-masing dikembangkan berdasarkan karakteristik yang merepresentasikan struktur DCSC. Model matematis dikembangkan berdasarkan skenario yang telah dirancang, kemudian dilakukan proses optimasi dengan menggunakan MATLAB. Tujuan penelitian ini adalah untuk melihat skenario penetapan harga mana yang menghasilkan performansi finansial terbaik yang ditunjukkan dengan total profit. Hasil dari percobaan numerik menunjukkan bahwa kooperasi antar channel offline dan online menghasilkan performansi finansial terbaik bagi perusahaan. ========================================================================================================= The promising growth of e-commerce become the consideration of companies to expand their business channels. In the demand fulfillment, the company is not only doing it through face-to-face transaction (offline channel), but also through their website (online channel), which is called Dual-channel Supply Chain (DCSC). Implementing DCSC can lead to two different possible outcome, which are increased profit caused by bigger market segments covered and decreased profit caused by channel conflict. The answer of this problem is channel cooperation that may bring each channel an addition to their profits. DCSC also considers customer’s channel preference, shown in price difference between channels. This research proposed pricing strategies based on DCSC concept through several pricing scenarios. Three pricing scenarios are developed, each with its own characteristic representing the DCSC structure. Mathematical model are developed based on the scenarios proposed, then optimization process is done using MATLAB. The aim of this research is to see which pricing scenario generates the best financial performance shown in total gain. The result of numerical experiments shows that cooperating the offline and online channel generates the best financial performance.

Item Type: Thesis (Undergraduate)
Additional Information: RSI 658.7 Rah o
Uncontrolled Keywords: dual-channel supply chain, channel cooperation, pricing strategy, quadratic programming.
Subjects: H Social Sciences > HD Industries. Land use. Labor
Divisions: Faculty of Industrial Technology > Industrial Engineering > (S1) Undergraduate Theses
Depositing User: Mr. Tondo Indra Nyata
Date Deposited: 28 May 2019 03:23
Last Modified: 28 May 2019 03:23
URI: http://repository.its.ac.id/id/eprint/63076

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