地区差异下基于价格折扣的多渠道供应链定价决策  

Price Strategy of Multi-channel Supply Chain Based on Price Discount in Regional Difference

作　　者：徐广业[1] 但斌[2] 孙金岭[1] 

机构地区：[1]兰州理工大学经济管理学院,甘肃兰州730050 [2]重庆大学经济与工商管理学院,重庆400044

出　　处：《预测》2015年第3期53-56,45,共5页Forecasting

基　　金：国家自然科学基金资助项目(71401143);重庆市教委科学技术研究资助项目(KJ1400104);重庆市高等学校青年骨干教师计划资助项目(渝教人[2011]65号)

摘　　要：本文针对由一个制造商和两个不同地区的零售商组成的多渠道供应链系统,研究存在地区差异情形下,多渠道供应链中制造商和零售商的定价决策,并设计了一种与电子渠道价格相关的价格折扣机制,以缓解多渠道冲突。研究结果表明所设计的价格折扣机制不仅能够有效缓解多渠道冲突,而且能够使制造商和零售商达到双赢。Based on the coexistence of a manufacturer and two retailers with multi-channel supply chain, this paper discusses a pricing strategy for the manufacturer and retailers of multi-channel supply chain when the regionas are different, and establishes a new price discount mechanism to alleviate the conflict of multi-channel, which is associated with the price of the electronic channel. This research proves that the price discount mechanism not only can effectively alleviate the conflict of multi-channel, but also can make manufacturers and retailers to reach a win-win situation.

关 键 词：多渠道供应链 定价 价格折扣 渠道冲突 

分 类 号：F274[经济管理—企业管理]