基于服务策略的双渠道供应链定价研究  

Pricing Analysis of Dual-channel Supply Chain with Service Strategy

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：《软科学》2014年第5期111-114,124,共5页Soft Science

基　　金：国家社会科学基金青年项目(12CGL045);福建省自然科学基金项目(2011J01381)

摘　　要：利用博弈理论研究制造商和零售商的服务对渠道价格产生的影响。研究发现制造商提供的服务不仅对电子渠道的定价产生影响,也会对零售渠道定价产生影响:当制造商的服务水平低于某一阈值时,提高价格有利于电子渠道价格的提升,并迫使零售商降低零售渠道价格;当超过该阈值后,制造商提高服务水平对电子渠道和零售渠道的价格提升均有利。渠道价格不仅受服务水平影响,还受到边际服务成本、消费者渠道偏好或市场类型的影响。This paper focus on how service level affect the channel prices based on game theory. It found that there is a strong correlation between price and service. The manufacturer and retailer should provide the service at a proper level in that it will affect the price in both channels. When the manufacturer＇ s service level below a certain threshold, improving service level help to raise e-tail price, and forcing retailer to lower price. When the service level exceed the threshold, im- proving service level is good for both channels to drive up price. Channel price is not only affected by service level but also by marginal service cost consumer＇ s channel preference or market type.

关 键 词：双渠道供应链 服务水平 渠道价格 博弈分析 

分 类 号：C931[经济管理—管理学] F274