双渠道供应链中的价格决策与服务决策研究  

Research on Pricing and Service Decisions in A Dual-Channel Supply Chain

作　　者：王燕[1] 颜荣芳[1] 

机构地区：[1]西北师范大学数学与统计学院,甘肃兰州730070

出　　处：《经济数学》2013年第4期84-89,共6页Journal of Quantitative Economics

基　　金：甘肃省科技支撑计划项目(1104GKCA030)

摘　　要：在集中式和分散式决策条件下,应用两阶段优化技术和Stackelberg博弈的理论与方法,对一个制造商与一个零售商组成的双渠道供应链,重点考虑了制造商在网络渠道的服务决策,建立了利润最大化模型,得到了最优的价格策略和服务策略,研究表明,网络渠道的服务水平对制造商和零售商的价格决策有着重要影响,而且消费者对网络直销渠道的偏好对制造商和零售商价格决策和服务决策会产生很大影响.Under the condition of centralized and decentralized decisionmaking, and by using the twostage optimization technical and Stackelberg game as the basic research methods for a dual channel supply chain made up of a manufacturer and a retailer, we considered the manufacturer＇s service decisions emphatically, and established the profit maximization models and discussed the existence of the optimal prices and services respectively. The andlysis shows that the service level strongly influ ences the manufacturer＇s and the retailer＇s pricing strategies, and the consumer preference of the online direct channel has great effects on the pricing decision and services of manufacturer and retailer.

关 键 词：双渠道供应链 价格策略 服务策略 

分 类 号：F270.7[经济管理—企业管理]