基于三重协调策略的双渠道分销优化  

Dual-Channel Optimizing Problem Based on Triple Coordinating Strategy in Process of Product Distribution

作　　者：裴英梅[1] 叶春明[1] 

机构地区：[1]上海理工大学管理学院,上海200093

出　　处：《工业工程与管理》2017年第2期105-110,共6页Industrial Engineering and Management

基　　金：国家自然科学基金资助项目(71271138);上海理工大学科技发展基金资助项目(16KJFZ028)

摘　　要：由传统渠道和在线渠道组成的双渠道供应链中,在考虑产品的网络兼容性的前提下,通过对比分析产品在双渠道分销中的独立决策、单一协调策略和双重协调策略,从而提出双渠道供应链优化的三重协调策略,即支持性零售销售努力策略加上渠道协调价格策略再加上利润分享策略。利用博弈论模型阐明三重协调策略是解决双渠道冲突和改善渠道整体绩效及渠道各方成员绩效的有效协调机制。最后,通过数值实例验证了产品在双渠道分销过程中实施三重协调策略的制造商和零售商双方都能获得帕累托利润。In a dual-channel supply chain made up of traditional and online channels, under the premise of considering product network compatibility, the Individual Decision, the Single Coordination Policy and the Dual Coordination Policy are analyzed one by one, and then the Triple Cooperative Strategy is developed in the process of products dual-channel distributing, which is to integrate the supportive retailer sales effort strategy, the channel coordinative price strategy and the profit sharing mechanism. Using Stackelberg game model, it is proved that the Triple Cooperative Strategy is valuable cooperative mechanism to alleviate channel conflict and improve the performance of the whole channel and each channel member in dual-channel supply chain. Finally, a numerical example is carried out and proved that both the manufacturer and the retailer that implemented this Triple Cooperation Strategy can achieve a Pareto profit in process of products dual-channel distribution.

关 键 词：双渠道 优化 策略 产品分销 

分 类 号：C934[经济管理—管理学]