不确定性环境下制造商双渠道策略的计算实验  

Computational Experiments on the Manufacturer's Dual-Channel Strategy under Uncertain Environments

作　　者：田晨[1] 肖条军[1] 石晶[1] 

机构地区：[1]南京大学工程管理学院,南京210093

出　　处：《系统管理学报》2017年第4期754-763,共10页Journal of Systems & Management

基　　金：国家自然科学基金资助项目(71371093;71601111);国家杰出青年科学基金资助项目(71425001);江苏省研究生创新计划资助项目(KYZZ15_0022)

摘　　要：基于Multi-Agent思想和面向对象编程技术建立起计算实验模型,从消费者效用的角度,研究双渠道供应链成员收益和渠道策略。在市场不确定性环境下,同时考虑库存和定价决策,通过多周期Stackelberg博弈的计算实验,发现:消费者群体对商品价值评价的差异性会减弱直销渠道带来的影响,当差异性较小时,制造商有动机选择双渠道策略,较大时倾向于单渠道;当市场不确定因素影响较大时倾向于双渠道策略;当单位生产成本不太大时倾向于双渠道策略,否则倾向于单渠道。这些结论对现实情境中制造商制定双渠道策略具有一定的管理启示。From the perspective of consumer utility, this paper focuses on supply chain members- profits and channel strategies by employing computational experiments, based on the Multi-agent and object-oriented programs. Under uncertain environments, we develop a multi-period Stackelberg model considering inventory and pricing strategies, and find that the dual-channel is chosen when the diversity of consumption value is small, market uncertainty is large, or the unit production cost is not too large. Otherwise, when the diversity of consumption value or the unit production cost is large, the single-channel is better. These results have some managerial implications for the manufacturer＇s dual-channel strategy in reality.

关 键 词：双渠道策略 消费者效用 不确定性 库存 计算实验 

分 类 号：C934[经济管理—管理学]