基于多渠道供应链博弈的线上价格策略
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摘要
对一个开辟线上直销渠道的制造商和一个双渠道零售商组成的供应链系统,考虑线下渠道促销努力及消费者搭便车行为,在零售商主导的Stackelberg博弈下,就线上价格是否一致,研究了各渠道的定价策略。结果表明:当制造商线上渠道基本市场份额较大时,对制造商和零售商来说,线上价格不一致是最优策略。当制造商线上渠道基本市场份额较小时,双方都倾向拥有线上价格的决定权;并且当制造商承担部分促销成本时,零售商能接受制造商决定线上价格。
For the supply chain composed of an opening online channel manufacturer and a dual-channel retailer, considering the sales efforts of offline stores and the free-riding behavior of consumers, the pricing strategy is studied with the retailer-dominated Stackelberg game in the condition whether the online price is consistent. The results show that online price inconsistency is the best strategy for manufacturers and retailers when the basic market share of manufacturer's online channels is large. When it's small, both sides tend to have the online price decision, meanwhile, the retailer can accept the manufacturer to determine the online price if the manufacturer assumes part of the sales cost.
For the supply chain composed of an opening online channel manufacturer and a dual-channel retailer, considering the sales efforts of offline stores and the free-riding behavior of consumers, the pricing strategy is studied with the retailer-dominated Stackelberg game in the condition whether the online price is consistent. The results show that online price inconsistency is the best strategy for manufacturers and retailers when the basic market share of manufacturer's online channels is large. When it's small, both sides tend to have the online price decision, meanwhile, the retailer can accept the manufacturer to determine the online price if the manufacturer assumes part of the sales cost.
引文
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[3]Zhao J,Hou X,Guo Y,et al.Pricing policies for complementary products in a dual-channel supply chain[J].Applied Mathematical Modelling,2017,49:437-451.
[4]Pu X J,Gong L,Han X H.Consumer free riding:coordinating sales effort in a dual-channel supply chain[J].Electronic Commerce Research and Applications,2017(22):1-12.
[5]Modak N M,Panda S,Sana S S,et al.Corporate social responsibility,coordination and profit distribution in a dual-channel supply chain[J].Pacific Science Review,2015,16(4):235-249.
[6]Shang W,Yang L.Contract negotiation and risk preferences in dual-channel supply chain coordination[J].International Journal of Production Research,2015,53(16):1-20.
[7]Saha S.Channel characteristics and coordination in threeechelon dual-channel supply chain[J].International Journal of Systems Science,2016,47(3):740-754.
[8]李海,崔南方.电子商务下的多渠道供应链理论研究及发展趋势[J].图书情报工作,2011,55(18):129-132.
[9]李春发,冯立攀.随机需求多渠道供应链Stackelberg协调博弈分析[J].计算机集成制造系统,2014,20(9):2313-2319.
[10]尤晓岚,冯耕中,蒋炜.现货流动性不对等环境下多渠道供应链均衡决策[J].系统工程理论与实践,2014,34(9):2253-2264.
[11]李凯,陈卫华.零售商资金约束的多渠道供应链定价策略[J].东北大学学报(自然科学版),2015,36(10):1511-1515.
[12]徐广业,但斌,孙金岭.地区差异下基于价格折扣的多渠道供应链定价决策[J].预测,2015,34(3):53-56.
[13]赵连霞,程宝明.基于制造商销售渠道选择的供应链定价策略研究[J].系统工程理论与实践,2016,36(9):2310-2319.
[14]但斌,曲祯经,刘灿,等.存在强势零售商的多渠道供应链价格决策与均衡分析[J].系统管理学报,2016(3):556-562.
[15]罗美玲,李刚,张文杰.基于电子优惠券的多渠道整合策略研究[J].运筹与管理,2017,26(2):192-199.
[16]李景峰,张文静,毋江波.传统品牌与网货品牌竞争下的多渠道供应链定价研究[J].工业技术经济,2017,36(3):107-115.
[17]Mittelstaedt R A.Sasquatch,the abominable snowman,free iders and other elusive beings[J].Journal of Macro Marketing,1986,6(2):25-35.
[18]Krishnan H,Kapuuscinski R,Butz D A.Coordinating contracts for decentralized supply chains with retailer promotional effort[J].Management Science,2004,50(1):48-63.