存在强势零售商的多渠道供应链价格决策与均衡分析  

Priceing Decision and Equilibrium Analysis in the Multi-Channel Supply Chain with the Strong Retailer

作　　者：但斌[1,2] 曲祯经 刘灿[1] 张旭梅[1] 

机构地区：[1]重庆大学经济与工商管理学院,重庆400044 [2]重庆大学工商管理与经济发展研究中心,重庆400030

出　　处：《系统管理学报》2016年第3期556-562,570,共8页Journal of Systems & Management

基　　金：国家自然科学基金资助项目(71172084;71572020);国家社会科学基金重大项目(15ZDB169)

摘　　要：针对同时拥有传统渠道和电子渠道的强势零售商与拥有电子直销渠道的制造商构成的多渠道供应链,建立了强势零售商为主方的价格竞争主从对策博弈模型,研究了供应链成员的价格决策过程;分析了电子渠道市场规模扩大效应、电子渠道对单一传统零售渠道时市场规模的分流比例等关键渠道因子对供应链成员均衡决策的影响。最后,应用数值分析进一步说明了均衡状态下渠道价格及渠道需求的变化趋势。Aiming at the multi-channel supply chain composing of a retailer with a traditional channel and a electronic channel and a manufacturer with a direct distribution channel,we build a price competing master-slave countermeasures game model with the strong retailer as the leader and study the pricing decision process of the supply chain members.We further analyze the influence of key channel factors such as electric channel market scale expansion and dispersible percentage of electric channels on the scale of the market where only a traditional retail channel exists on equilibrium decisions of the supply chain members.The changing trends of the prices and demands of the channels in the equilibrium are discussed with numerical analysis.

关 键 词：多渠道供应链 强势零售商 价格竞争 市场规模扩大效应 

分 类 号：C93[经济管理—管理学] F274