产能有限的供应商主导的双渠道分销策略研究  

Research on dual-channel distribution strategy with limited production capacity

作　　者：多彦彦 夏维力[1] DUO Yanyan;XIA Weili(School of Management,Northwestern Polytechnical University,Xi’an 710129,China)

机构地区：[1]西北工业大学管理学院,陕西西安710129

出　　处：《管理工程学报》2020年第2期139-144,共6页Journal of Industrial Engineering and Engineering Management

基　　金：教育部人文与社会科学基金资助项目(16YJA630068、18YJA630043);航空科学基金资助项目(2016ZG53071);陕西省社会科学基金资助项目(2018S28);中央高校基本科研业务费资助项目(G2017KY0101)。

摘　　要：在供应商产能有限的背景下,研究供应商的最优分配策略和双渠道分销的问题。根据期望利润最大化建立供应商渠道分配模型,依据纳什均衡确定供应商的最优定价、最优产能和最优分销策略。结果表明,在双渠道策略的情况下,供应商应该优先满足销售企业的销售量。若供应链的销售量恰好得到满足,供应商应该按最优产能生产。供应商的渠道选择与供应商产能、供应链各节点的盈利能力和生产成本有关。In the first part of this paper,some background is provided regarding the problem,and the results of existing research are reviewed.In a market economy,suppliers make widespread contributions to multiple sales companies.However,supply may be limited if the supplier has limited capacity.When suppliers cannot meet the volume of orders they receive,they will allocate capacity strategically to maximize profits.This strategic behavior can increase the profitability of suppliers of such products as computers and automobiles,but may cause problems with product configuration in industries such as aviation.The research reviewed covers three aspects:supply channel distribution,supply chain competition,and limited supply capacity.In the second part of this paper,the research problem is explained in detail.Suppliers can sell products directly to the market,indirectly through sales companies,or implement both approaches simultaneously.Three sales channel structures are possible,depending on the distribution method,namely:retail channels,direct sales channels,and dual-channel structure.The order completion process begins with the supplier determining the wholesale price and the number of products to be assigned to the sales enterprise.Next,the sales enterprise determines the order quantity by predicting market demand.Finally,both parties sell products to the market at the same time.In the case of limited supplier capacity,suppliers’optimal pricing,optimal production capacity,and optimal distribution strategy are given emphasis,and theoretical references are provided for improving supply chain profit.In the third part of this paper,a model was developed and the supplier's optimal strategy analyzed.To study the supply chain structure of a supplier with limited capacity who sells products to the market through a sales enterprise,the most relevant research method is game theory.The model establishment and analysis process is as follows:First,under the assumption that the market liquidation price is a linear function of sales vol

关 键 词：产能有限 分配策略 双渠道 纳什均衡 

分 类 号：F224[经济管理—国民经济]