不同渠道偏好和运营成本下双渠道闭环供应链定价决策研究  

Pricing Decision of Dual Channel Closed Loop Supply Chain with Different Channel Preferences and Operating Costs

作　　者：赵静[1] 肖亚倩 ZHAO jing;XIAO Ya-qian(School of Science,Tianjin Polytechnic University,Tianjin 300387,China)

机构地区：[1]天津工业大学理学院,天津300387

出　　处：《运筹与管理》2018年第12期108-114,共7页Operations Research and Management Science

基　　金：国家自然科学基金资助项目(71301116;71371186)

摘　　要：本文以消费者对传统零售渠道和网络直销渠道的不同偏好和不同渠道运营成本为基础,研究零售商销售新产品并回收废旧产品、制造商开辟网络直销渠道的双渠道闭环供应链中成员的定价决策问题。建立三种不同市场权力结构下的定价博弈模型,用逆向归纳法得到模型的最优解,并用解析分析和数值分析得到消费者的渠道偏好程度和渠道运营成本对定价决策和利润的影响。研究表明:最优直销价格随网络直销渠道偏好程度的增加而上升,最优零售价格随网络直销渠道偏好程度的增加而下降;网络直销渠道运营成本增加对零售商有利但不利于制造商;传统渠道运营成本的增加对所有成员都不利。Based on the difference of channel preference of consumers and operating costs of consumers to the traditional retail channels and network direct channels,this paper studies the pricing decision of the dual channel closed loop supply chain,which is responsible for the retailer to recycle the waste products and the manufacturer to open the direct channel. Three game pricing decision models under different market power structures are established,and the corresponding optimal solutions are solved by backward induction,and then the effects of channel preference and channel operation cost on the optimal pricing strategies and the maximum profits are analyzed. The results show that the optimal direct prices increase and the optimal retail prices decrease,as the consumer direct channel preference increases; the increase of online channel operating cost of online direct selling channel is beneficial to the retailer,but it hurts the manufacturer; the increase of traditional channel operating cost is not beneficial to them.

关 键 词：闭环供应链 双渠道 定价 渠道偏好 运营成本 

分 类 号：O224[理学—运筹学与控制论]