多渠道供应链定价策略——基于强势制造商为零售商提供网络渠道指导价格视角  

Pricing Strategy Research of Multi-channel Supply Chain——Based on Mighty Manufacturers Providing Retailers with Network Channel Guiding Price

作　　者：刘昊[1] 王志平[1] 李桃迎[1] LIU Hao;WANG Zhi-ping;LI Tao-ying(Dalian Maritime University,Dalian,Liaoning116026,China)

机构地区：[1]大连海事大学交通运输管理学院,辽宁大连116026

出　　处：《中国流通经济》2017年第6期61-71,共11页China Business and Market

基　　金：国家社会科学基金项目"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"(15CGL031);大连市科技计划项目"基于超网络的城市交通出行行为动态模型与算法研究"(2015A11GX016)

摘　　要：现实中很多商品都在通过多渠道销售,但多渠道销售尽管能够提高供应链灵活性,也会带来渠道冲突,而价格则是导致渠道冲突的重要因素。对于同时开通网络渠道的单个制造商和单个零售商所组成的供应链系统,考虑零售商实体渠道促销努力水平和消费者搭便车行为,在以制造商为主导的斯坦克尔伯格博弈下,依照制造商是否提供零售商网络渠道指导价格,研究各渠道定价策略可以发现,制造商最优利润与促销努力水平和搭便车消费者所占比重正相关;零售商存在最佳促销努力水平,其最优利润与搭便车消费者比重负相关;批发价格较低时,零售商能够接受制造商提供指导价格;制造商网络渠道基本市场份额较大时,倾向于不提供指导价格,份额较小时,倾向于提供指导价格。且总体看,尽管制造商提供指导价格有利于减少渠道冲突、扩大产品销量,但因多数情况下会损坏零售商利益,应通过协调契约在确保制造商和零售商网络渠道同价的前提下实现双赢。When manufacturers provide retailers with guiding pricing,the price of network channel will be consistent,which will be advantageous to product propaganda and reducing channel conflict.Analysis on different pricing strategies of supply chain system composed of a retailer and a manufacturer who opened network channel simultaneously shows that:manufacturer'optimal profit is positively correlated with the level of sales promotion effort and the proportion of free riders;retailer has the best level of sales promotion effort,and its optimal profit is negatively correlated with the percentage of free riders;when the wholesale price is lower,the retailer can accept the manufacturer’s guidance price;when manufacturer’s basic market share in network channel is bigger,it do not tend to provide guiding price,and vice versa;retailer prefers no manufacturers’guiding price.

关 键 词：多渠道 促销努力 搭便车 指导价格 定价 

分 类 号：F274[经济管理—企业管理]