考虑服务和退货的双渠道供应链定价问题研究  

Pricing Strategies in Dual-channel Supply Chain with Retail Services and Customer Returns

作　　者：刘咏梅[1] 廖攀[1] 胡军华[1] 陈晓红[1] 

机构地区：[1]中南大学商学院,湖南长沙410083

出　　处：《运筹与管理》2015年第3期79-87,共9页Operations Research and Management Science

基　　金：国家创新研究群体科学基金(71221061);国家自然科学基金国际重大合作项目(71210003);国家自然科学基金(71071164;71271219);教育部新世纪优秀人才支持计划(NCET-11-0519)

摘　　要：在考虑零售服务和消费者退货情况下,运用两阶段优化方法分别探究了集中式和分散式两种双渠道供应链的最优定价策略。研究发现零售服务有助于提高零售商的渠道权力,并始终使制造商获益,但只有当服务水平小于某一临界值时,才使制造商和零售商同时得到帕累托改进。零售价格和直销价格与退货率正相关,而与服务水平的关系受渠道结构的影响。服务水平的提高加剧了供应链的"双重边际化"效应,制造商通过生产与消费者需求相匹配的产品来降低退货风险可以减弱这种效应,从而提高供应链效率。This paper explores the optimal pricing strategies under the centralized and decentralized dual-channel supply chain concerning the retail services and customer returns using the two-stage optimization method and Stackelberg game. We show that the retail services contribute to enhancing the retail＇ s channel power, and always benefit the manufacturer. However, only when the service level is lower than a certain value can the manufacturer and the retail get Pareto improvement at the same time. The retail prices and direct selling prices are positive related to the returns, but the relationship to the service level is subject to the influence of channel structure. Although improving retail services can reduce retail channel＇ s returns, returns become the problem that the whole supply chain members need to come together to solve. The retail services exacerbates the ＂double marginalization＂ effect of tee supply chain, and the manufacturer can mitigate this effect and improve the efficiency of supply chain by reducing return risks with producing products matching consumer needs.

关 键 词：双渠道 服务 退货 定价 

分 类 号：F253[经济管理—国民经济]