网络比价行为下双渠道定价及协调策略研究  

Pricing and Coordination Research of Dual-channel Supply Chain under Price Comparison

作　　者：申成然[1] 熊中楷[2] 晏伟[2] 

机构地区：[1]重庆交通大学管理学院,重庆400074 [2]重庆大学经济与工商管理学院,重庆400030

出　　处：《中国管理科学》2014年第1期84-93,共10页Chinese Journal of Management Science

基　　金：国家自然科学基金资助项目(71303272)

摘　　要：本文针对比价行为下部分消费者优先在网络渠道购买产品的现象,研究了双渠道供应链的定价决策及协调策略问题。通过比价消费行为对消费者进行了划分,构建了单渠道和双渠道的供应链决策模型,运用博弈理论求得单(双)渠道情形下产品在零售渠道的批发价格和销售价格、网络渠道的销售价格,及制造商和零售商的最优收益,并通过数值算例对供应链各方的定价决策及利润进行了比较分析。结果表明网络消费者的存在使得零售商收益受损,渠道冲突加剧。为此,本文针对存在网络消费者情形下的双渠道供应链设计了协调机制,实现了双渠道供应链的协调。With the rapid development of mobile internet,the consumers can instantly compare the price of the commodity in the internet channels and retail channels, and select the appropriate channel to purchase products. Considering the price comparison behavior of some consumers who preferred to purchase prod- ucts in the internet channels, a single channel and dual channel decentralized decision-making model is es- tablished in this paper. After obtaining the equilibrium solution of the single （dual） supply chain, the pri- cing strategies of the supply chain parties are analyzed. The results show that the presence of online con-sumers undermines the retailer revenue, and increase channel conflict. Finally, the coordination mecha- nisms for the dual-channel supply chain are designed in the case of the online consumers, and the dual-chan- nel supply chain coordination is realized.

关 键 词：比价行为 网络消费者 双渠道 定价 协调机制 

分 类 号：C931[经济管理—管理学]