供应链价格策略与主导模式博弈分析  

Game Analysis of Price Strategies and Dominant Structures in Supply Chains

作　　者：刘军[1] 谭德庆[2] 李良[2] 

机构地区：[1]西南石油大学经济管理学院,成都610500 [2]西南交通大学经济管理学院,成都610031

出　　处：《软科学》2017年第4期132-138,共7页Soft Science

基　　金：国家自然科学基金项目(71271175);教育部人文社会科学研究青年基金项目(12YJC630096);四川省教育厅科技项目(14SA0023);四川循环经济研究中心项目(XHJJ-1504);西南石油大学青年教师"过学术关"计划项目(201331010069)

摘　　要：采用一般需求函数,通过构建不同主导模式下的博弈模型,探讨供应链成员的最优价格策略;基于此,比较每个成员在三种主导模式下的利润,并得出均衡状态下的供应链主导模式。研究表明:当主导模式为零售商主导和共同主导时,零售商将基于批发价的成本加成作为价格策略能够获得最大利润;当它们在主导权归属上存在冲突时,其占优主导模式具有不稳定性,均衡状态下的主导模式受到纵向策略关系、销售终端竞争、需求弹性等因素的共同影响。因此,在构建供应链博弈模型时,研究者应该根据市场结构和用户实际需求特征来提出主导模式假设。Assuming the general demand function, this paper explored the optical price strategy of supply cbain members by constructing game models under different dominant modes. And then, it compared every member＇s profits of three dominant modes and concluded the equilibrium dominant modes of supply chains. Results showed that, the retailers were able to max- imize its profits defining cost plus as price strategy, when dominant mode was Retailer Stackelberg and Vertical Nash. When there was a conflict on dominant right ownership, their dominant mode was unstable, and the influencing factors of the equi- librium dominant modes of supply chains include vertical strategic relationship and sale terminals competition as well as de- mand elasticity. Therefore, when researchers build game models of supply chains, it should propose the hypothesis of domi- nant modes according to the features of market structure and actual user demand.

关 键 词：供应链 价格策略 主导模式 纵向策略关系 

分 类 号：F274[经济管理—企业管理] F224.32[经济管理—国民经济]