制造商统一定价下双渠道供应链促销及协调策略  

Pricing and Coordination Strategy of Dual-channel Supply Chain Under Manufacturers' Unified Pricing

作　　者：刘昊[1] 王志平[1] 李桃迎[1] 

机构地区：[1]大连海事大学交通运输管理学院,大连116026

出　　处：《工业技术经济》2018年第2期74-81,共8页Journal of Industrial Technological Economics

基　　金：国家社科基金项目"大数据背景下网购消费者行为模式与网购评语引导机理研究"(项目编号:15CGL031);中央高校基本科研业务费(项目编号:3132016306;3132017085)

摘　　要：考虑制造商统一定价,本文构建制造商主导的双渠道供应链,在集中决策、分散决策和协调决策下,对促销及协调策略进行了研究,并通过数值算例分析了零售商谈判能力、制造商促销成本分担比例对供应链决策的影响。结果表明:集中决策下产品价格最高,总利润最大;零售商谈判能力大小决定制造商是否采用促销成本分担契约;当零售商谈判能力较小时,促销成本分担契约虽不能实现供应链的完全协调,但会实现供应链各成员利润的Pareto改进。With the consideration of the unified pricing of the manufacturers,this paper constructs a dual-channel supply chain dominated by manufacturers,the promotion and coordination strategies are studied under the centralized decision-making,decentralized decision-making and coordination-making,respectively.Moreover,the influence of the retailers' negotiation ability and the manufacturers' promotion cost-sharing ratio on supply chain decision is analyzed by numerical examples.The results show that the price and the total profit are the highest under the centralized decision-making.Meanwhile,the retailers' negotiation ability determines whether the manufacturers adopt the promotion cost sharing contract.When the retailers' negotiation ability is weak,the promotion cost sharing contract can not achieve the perfect coordination of the supply chain,but can achieve the Pareto improvement of the profit of the supply chain members.

关 键 词：统一定价 促销努力 谈判能力 促销成本分担契约 协调 供应链 

分 类 号：F274[经济管理—企业管理]