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.
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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 > 26201-(S1) Undergraduate Thesis |
| 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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