不同主导权对供应链定价与品牌差异化策略的影响研究  

The Impact of Different Supply Chain Power Structure for Optimal Pricing and Brand Differentiation Strategy

作　　者：兰天 

机构地区：[1]长春工业大学艺术设计学院 [2]台湾实践大学

出　　处：《软科学》2018年第2期139-144,共6页Soft Science

基　　金：国家自然科学基金项目(71271225)

摘　　要：研究了由两个品牌差异化制造商和一个零售商组成的供应链定价问题;考虑零售商向两个制造商分别订购一种替代产品,分别构建了由制造商主导和零售商主导的两种权力结构模型,得到三种情形下的子博弈精炼均衡解;进而分析了权力结构、品牌差异化等因素对供应链均衡、消费者剩余的影响,考察了两种权力结构在不同环境下的适用性。研究发现：不同权力结构并不会对零售商最优定价决策造成影响;在制造商主导下,高（普通）品牌价值产品制造商利润份额高（低）于零售商主导下的值,零售商拥有主导权总是能为其带来更多的利润份额;从供应链系统和消费者剩余视角看,两种权力结构具有同等的适用性。This paper analyzes the optimal pricing within a supply chain that consists of a retailer and two manufacturers with differentiated brands,a good brand and an average brand. According to the power structure differences,two types multiplestage game models are constructed. By the solutions,it derives,for each manufacturer,the optimal pricing of the system under each power structure. Further,it analyzes the effects of the environment factors on the equilibriums,and consequently compare the system profits under different power structures companied with numerical examples. Results show that,different power structures will not affect retailers＇ optimal pricing and demand. Different from the retailer＇s dominance,leads to the higher profit for the good brand manufacturer and the lower for the average brand manufacturer or retailer under the manufacturers＇ dominance. Moreover,no dominance among supply chain members（the two manufacturers and the retailer） leads to the highest profit for the entire supply chain and consumer surplus.

关 键 词：品牌差异化 权力结构 定价 消费者剩余 

分 类 号：C931[经济管理—管理学] F274