品牌商主导的混合渠道OEM供应链价格折扣和收益补偿协调研究  

Price Discounts and Benefits Compensation Coordinate Research of Hybrid Channel OEM Supply Chain Dominated by Brand

作　　者：姜金德[1] 李帮义[1] 何勇[2] 

机构地区：[1]南京航空航天大学经济与管理学院,江苏南京211106 [2]东南大学经济与管理学院,江苏南京210096

出　　处：《管理工程学报》2016年第4期145-152,共8页Journal of Industrial Engineering and Engineering Management

基　　金：国家社会科学基金资助项目(10BGL010);教育部高校博士点基金资助项目(20113218110024)

摘　　要：构建了一个由品牌商和制造商组成的贴牌渠道与直销渠道并存的混合渠道贴牌生产供应链模型,比较分析了品牌商作为Stackelberg主方时集中决策与分散决策下供应链成员的最优价格、销量和利润情况,从直销渠道与贴牌渠道合作的角度出发,研究了混合渠道贴牌生产供应链的价格折扣和收益补偿协调机制,论证了该机制能够使供应链总利润最大化并实现混合渠道供应链成员双赢的完美协调。最后,通过算例说明了渠道转移系数和品牌溢价对品牌商、制造商以及供应链系统利润增量的影响,验证了协调机制的有效性。The Hybrid Channel OEM supply chain consists of direct channels of manufacturers and OEM channels. This paper constructs the demand functions of direct channel and OEM channel in consideration of brand premium. The optimal decision of hybrid channel is obtained under centralized and decentralized decisions when the brand company acts as the leader of Stackelberg game, and analyzes the changes in the optimal prices, sales volume and profits under the cantralized and decentralized decisions. This paper found that compared with decentralized decision the centralized decision did not change the direct channel prices, but reduce the retail price of the OEM channel Price comparison wiU lead to market demand channel transfer. The sales of OEM channel leading to its profit is increased. Sales decrease in direct channel and result in a reduction of profit. Profits increase in the value of OEM channel is greater than the decrease in the value of the direct channel. The total profit of supply chain system has been increased. It means that price competition in direct channel and OEM channel will lead to a conflict between channels, which directly affects supply chain efficiency. To mitigate channel conflict and make Hybrid Channel OEM supply chain achieve coordination, the function of channel transfer should be given full consideration. From the viewpoint of direct charmel and OEM channel cooperation, they want to reduce the wholesale price in OEM channel, but ensure the retail price is as close as possible to the retail price in centralized decision. Meanwhile, brand will offer a certain percentage of its profit to compensate the manufacturer in order to coordinate the hybrid channel OEM supply chain. This study gives coordination mechanism of the hybrid channel OEM supply chain. Brand gets the kI price discount rate of wholesale price from the manufacturer and sells products at the optimal price of centralized decision. Brand requires that the manufacturer keep direct channel price unchanged. Brand compensates k2 percenta

关 键 词：混合渠道 贴牌生产 价格折扣 收益补偿 供应链协调 

分 类 号：F274[经济管理—企业管理] F275.4[经济管理—国民经济]