策略型消费者对双渠道供应链系统最优定价策略的影响  

Pricing Decisions in a Dual-Channel Supply Chain System with Strategic Consumers

作　　者：李锋[1] 魏莹[2] LI Feng;WEI Ying(School of Business Administration,South China University of Technology,Guangzhou 510640,China;Department of Business Administration,Jinan University,Guangzhou 510632,China)

机构地区：[1]华南理工大学工商管理学院,广州510640 [2]暨南大学企业管理系,广州510632

出　　处：《系统管理学报》2019年第1期165-173,共9页Journal of Systems & Management

基　　金：国家自然科学基金资助项目(71171085;71572070);广东省自然科学基金资助项目(2014A030313262);华南理工大学中央高校基本科研业务费专项基金资助项目(2014 ZZ0074);中央高校基本科研业务费专项资金(暨南启明星计划15JNQM003)

摘　　要：以一个零售商和一个制造商构成的双渠道供应链系统为对象,主要研究制造商在渠道冲突和消费者的策略性行为双重挑战下的最优定价问题。通过引入多智能体建模方法,再现了以策略型行为为代表的12类消费者的复杂决策行为,以及制造商与零售商之间的Stackelberg博弈。对多智能体模型进行仿真,数据结果表明:在市场中策略型消费者的整体影响力较弱时,制造商面临的主要问题是渠道竞争;而当策略型消费者的整体影响力较强时,制造商面临的主要问题转变为消费者的策略性行为引发的利润流失。然而,制造商可以通过收益共享契约实现双渠道协调,并削弱策略型消费者的负面影响,实现双赢。This paper studies pricing decisions in a dual sales channel supply chain system,which consists of one manufacturer and one retailer,taking into consideration strategic consumer behavior and the impact of channel confliction.The manufacturer is the leader who decides both the direct sales channel price and wholesale price to the retailer.Accordingly,the retailer needs to decide the best response retailing price to maximize his/her own profit.With twelve consumer behavior activities analyzed and modeled,the mathematical analysis of such Stackelberg game becomes quite challenging.A multi-agent approach is thus proposed and used to model the decision-making process.The simulation results reveal that when the impact of strategic consumers is weak,the manufacturer should focus on the channel confliction problem arising from the retailer;otherwise,the manufacturer should focus more on profit loss from strategic consumers.In addition,the manufacturer can coordinate the supply chain by revenue-sharing contract to weaken the negative impact of strategic consumers.

关 键 词：策略型消费者 双渠道供应链 定价策略 消费者行为 有限理性 多智能体建模 

分 类 号：F253[经济管理—国民经济]