零售商折扣率与制造商定价权的双渠道供应链协调研究  

Research on Dual-Channel Supply Chain Coordination between Retailer Discount Rate and Manufacturer's Pricing Power

作　　者：张翔翔 李忠学[1] ZHANG Xiang-xiang,LI Zhong-xue(School of Mechatronic Engineering,Lanzhou Jiaotong University, Lanzhou 780070, China)

机构地区：[1]兰州交通大学机电工程学院,甘肃兰州730070

出　　处：《兰州交通大学学报》2018年第3期126-130,139,共6页Journal of Lanzhou Jiaotong University

基　　金：国家自然科学基金(71361019)

摘　　要：本文研究了现实销售中顾客因素对供应链的影响,针对顾客讨价还价心理,零售商给予顾客一定价格折扣,以此为基础,建立了零售商价格折扣影响下的制造商和零售商组成的双渠道供应链模型.通过对集中决策和分散决策制造商主导下的Stackelberg博弈策略比较,发现分散决策时供应链存在利润损失;为了协调供应链,使供应链各方实现pareto改进,本文基于收益共享契约协调制造商和零售商的利润分配,最后通过算例验证了收益共享因子在一定范围内时契约协调供应链的有效性,同时分析了折扣率对零售商售价和利润的影响,计算结果表明折扣率与零售商售价和利润均成反比.本文相关结论可以为实际生活中零售商制定销售策略提供一定参考.This paper studies the effect of customer factors on the supply chain in real sales.Based on the common practice that retailers usually give customers a certain price discount in view of the customers＇ bargaining psychology,the dual-channel supply chain model of manufacturers and retailers under the influence of the retailer＇s price discount was established.By comparing the Stackelberg Game strategy under the centralized decision making and the decentralized decision making manufacturers,it was found that profit loss happened in the supply chain when the decentralized decision was made.In order to adjust the supply chain and make each party in the supply chain achieve Pareto improvement,based on the profit allocation between manufacturers and retailers of revenue sharing contracts,a case study was carried out to verify the effectiveness of the contract coordination supply chain when the income sharing factor was within a certain range,and the effect of the discount rate on the retailer＇s price and profit was analyzed.The calculation results show that the discount rate is inversely proportional to the retailer＇s price and profit.The related conclusions of this study can provide some references for retailers to formulate sales strategies in real life.

关 键 词：双渠道供应链 协调机制 收益共享 STACKELBERG博弈 

分 类 号：F274[经济管理—企业管理]