基于消费者渠道迁徙行为的双渠道供应链定价决策  

Pricing Decision of Dual-Channel Supply Chain Base on Consumer Channel Migration Behavior

作　　者：徐广业 蔺全录[2] 孙金岭[2] XU Guangye;LIN Quanlu;SUN Jinllng(School of Management, Nanjing University of Posts and Telecommunications , Nanjing 210003, China;School of Economics and Management, Lanzhou University of Technology, Lanzhou 730050, China)

机构地区：[1]南京邮电大学管理学院,南京210003 [2]兰州理工大学经济管理学院,兰州730050

出　　处：《系统工程理论方法应用》2019年第2期386-391,共6页Systems Engineering Theory·Methodology·Applications

基　　金：国家自然科学基金资助项目(71401143);国家社会科学基金资助项目(14XJY014)

摘　　要：针对由一个制造商和一个传统零售商所组成的双渠道供应链系统,运用消费者效用理论建立了带有消费者渠道迁徙行为的双渠道需求函数,运用博弈论分析了双渠道供应链定价决策,研究了消费者渠道迁徙行为对制造商和传统零售商定价和利润的影响。研究表明,消费者渠道迁徙行为将降低制造商和传统零售商的定价和利润,加剧双渠道之间的竞争,为此,进一步设计了协调机制使双渠道供应链成员达到双赢。Based on the coexistence of a manufacturer and a traditional retailer of dual-channel supply chain system, this paper develops the demand function of dual channel based on the consumer utility theory with consumer channel migration behavior, analyzes the pricing decision of the dual-channel supply chain by using the game theory, and studies the effect of the option for consumers to channel migration on manufacturer and traditional retailer pricing strategies and profits. It is shown that the option for consumers to channel migration intensifies competition, reducing the profits for manufacturer and traditional retailer. With regards to this, a coordination mechanism is designed to enable dual-channel supply chain members to achieve a win-win situation.

关 键 词：双渠道供应链 渠道迁徙 定价决策 协调机制 

分 类 号：F253[经济管理—国民经济]