基于渠道竞争与品牌竞争的供应链定价策略和协调研究  

Pricing strategy and coordination under brand competition and channel competition

作　　者：霍良安 蒋杰辉 王绍凡 陈彬彬[1] HUO Liang'an;JIANG Jiehui;WANG Shaofan;CHEN Binbin(Business School,University of Shanghai for Science and Technology,Shanghai 200093,China)

机构地区：[1]上海理工大学管理学院,上海 200093

出　　处：《上海理工大学学报》2020年第1期36-43,共8页Journal of University of Shanghai For Science and Technology

基　　金：国家自然科学基金资助项目(71774111,71401107,71303157);上海市政府发展研究中心-上海理工大学研究基地课题(2019-YJ-L04-13)。

摘　　要：构建了由两个制造商同时拥有线上和线下销售渠道组成的竞争供应链系统;分析了供应链系统中渠道竞争与品牌竞争共存时,两个制造商的Nash博弈决策和合作博弈决策的定价问题,探讨了不同的渠道竞争对价格决策和系统利润的影响,并通过数值算例验证了模型的有效性。研究发现:渠道的利润与渠道竞争与品牌竞争程度成反比,两个制造商通过联合调价的方式能实现双赢。The pricing strategy of a constructed supply chain composed of two manufacturers with online and offline channels under both channel competition and brand competition at the same time was studied. Based on different market power structures, the manufacturers Nash game model and coordination game model were established, and the effects of competition sensitivities on the price of each channel and the profit of manufacturers were analyzed. The validity of these models was verified through a numerical example. The results indicate that channel profit is inversely proportional to channel competition and the degree of brand competition, and an appropriate combination of markup and markdown prices can achieve both supply chain coordination and a win-win outcome for each channel.

关 键 词：线上和线下 渠道竞争 定价策略 合作博弈 

分 类 号：F274[经济管理—企业管理]