线性量折扣方案下团购策略对渠道绩效的影响  

The Effect of Group Buying Stategy on Channel Performance under Linear Quantity Schedule

作　　者：陈敬贤[1,2] 马志强[3] 孟庆峰[3] 

机构地区：[1]中国科学技术大学管理学院,安徽合肥230026 [2]南通大学商学院,江苏南通226019 [3]江苏大学管理学院,江苏镇江212013

出　　处：《中国管理科学》2014年第1期110-119,共10页Chinese Journal of Management Science

基　　金：国家社会科学基金资助项目(10CGL025);教育部博士点专项基金项目(20123227110023);江苏省高校哲学社会科学基金资助项目(2010SJB630055);江苏省高校优秀青年骨干教师资金资助项目(苏教师2010第27号);南通大学百名科研创新人才培养基金通大社科(2011第8号);南通大学交通科学专项项目(11ZJ008)

摘　　要：以包含一个供应商和两个寡头零售商的分销渠道为研究对象,分别在正常运作情形和需求突变情形下研究了团购策略对于渠道绩效的影响。通过对正常运作情形下的零售商单独购买策略和团购策略建立非合作博弈模型,分析了两种策略所对应的纳什均衡解的性质,比较了单独购买和团购策略下均衡战略的区别,并总结了团购策略对于渠道及其成员最优利润的影响。另外,还就对称性零售商和非对称性零售商的纳什均衡战略进行了比较静态分析,研究了量折扣系数及零售商运作效率差异对于纳什均衡战略及其支付的影响。然后,考虑渠道面临需求突变的情形,重点分析了团购策略应对需求突变的效率。研究表明:(1)正常运作情形下,团购策略可能使得渠道绩效得到改善,但若零售商为非对称的,这一结论并不总是成立;(2)需求突变情形下,通过合理设置零售商承担偏离成本的比例,团购策略总能使得渠道绩效得以改进;(3)团购策略有益于稳定产品的市场价格。Considering a distribution channel that includes one supplier and two duopoly retailers, eIIects ot group-buying strategy on channel performance are studied under the normal operations case and the de- mand disruption case. Firstly, some noncooperative game models are established to depict the individual- buying and group-buying strategy in the normal operation case. Thus, properties of each Nash equilibrium strategy are analyzed and the differences between both of them are compared. Effect of group-buying on channel profits, as well as its member＇s profits are concluded. In addition, comparative static analysis o{quantity schedule^s coefficients and the operational dltierence between two auopoiy retane~ w t,c ~a~, quilibrium strategy are given under the asymmetric retailer case and the symmetric retailer case. Secondly, the efficiency of group-buying strategy is analyzed when demands are disrupt. It concludes that： （1） group-buying strategy maybe improves channel performance under the normal operation case, while this result doesn＇t always exist when retailers are asymmetric; （2） properly allocating the deviation cost of the distribution channel will ensure that the channel performance always improve when retailers choose group- buying under demand disruption circumstance; （3） group-buying will make the product＇s price be more stable.

关 键 词：分销渠道 团购 需求突变 纳什均衡 

分 类 号：F253.4[经济管理—国民经济]