双渠道供应链中服务对定价和需求的影响研究  

Effects of service on both pricing and demand in dual-channel supply chain

作　　者：许明星[1,2] 王健[1] 

机构地区：[1]福州大学八方物流学院,福州350108 [2]福建师范大学协和学院,福州350117

出　　处：《计算机应用研究》2014年第4期1043-1046,共4页Application Research of Computers

基　　金：国家社科基金青年项目(12CGL045);福建省自然科学基金资助项目(2011J01381)

摘　　要：研究了集中式决策和基于Stackelberg博弈这两种情况下的双渠道供应链的定价、服务及需求的关系。制造商和零售商提供的服务对价格、需求会产生影响,渠道商改善服务有利于本渠道价格的提高,同时会影响到另一渠道的定价,影响程度与双渠道决策模式相关。与服务对定价的影响不同,渠道商提供的服务对本渠道需求产生的影响是双向的,当服务水平在一定的范围内,改善服务可以增加本渠道市场需求,降低另一渠道需求;当服务水平过高,继续改善服务不仅不能增加需求反而减少需求,同时对另一渠道的需求产生影响,这种影响与消费者市场类型存在密切关系。当消费者市场属于价格敏感型时,服务水平存在一个帕累托区间,任一渠道商改善服务都会促进双渠道需求的增加。This paper studied the relationship among in pricing, service and demand in the dual channel supply chain in both cases. It was found out that the service which provided by manufacturer or retailer would impact on both pricing and demand, channels improve service help to raise price in their own channel and effect on the other channel pricing, and the effect degree depends on market type. The demand is likely to increase or decrease with the service improvement. When the levels of ser- vice within a certain range, the manufacturer or the retailer improve the service will increase the demand in his own channel and decrease the demand in other channel. When the service level is too high, service have negative effects on demand in own channel and the demand in other channel would be affected, and the effect is determined by market type. When it is a price- sensitive market, there is a Pareto interval of service, the manufacturer or the retailer improve service in his own channel will increase the demand in both channels.

关 键 词：双渠道供应链 STACKELBERG博弈 服务 定价 需求 

分 类 号：C931[经济管理—管理学] F274