基于质量参照效应的双渠道供应链最优决策研究  

Research on the optimal decision-making of dual-channel supply chain with reference quality effect

作　　者：曹二保[1,2] 孙晓明 CAO Erbao;SUN Xiaoming(School of Economy and Trade,Hunan University,Changsha 410079,China;Hunan province key laboratory of logistics information and simulation technology,Changsha 410079,China;West China School of Medicine/West China Hospital of Sichuan University,Chengdu 610041,China)

机构地区：[1]湖南大学经济与贸易学院,湖南长沙410079 [2]湖南省物流信息与仿真技术重点实验室,湖南长沙410079 [3]四川大学华西临床医学院/华西医院,四川成都610041

出　　处：《管理工程学报》2021年第6期176-182,共7页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金(71671061、72071074);湖南省杰出青年基金(2018JJ1003)。

摘　　要：本文考虑消费者对网络直销和传统零售具有不同的质量参照,基于微分博弈构建了质量参照效应下的动态质量和定价模型,获得了价格和产品质量的最优均衡解,分析了质量参照效应对质量以及定价决策的影响。研究结果表明,质量参照效应(记忆系数)与产品质量、零售价格有正(负)相关关系,而与批发价格负(正)相关,从而对制造商利润产生负(正)向影响,而对零售商利润有正(负)向影响。此外,产品质量的最优路径与初始参考质量相关,当初始参考质量大于最优均衡质量时,质量水平递增直到稳态水平;反之,则递减直到稳态水平。With the rapid development of e-commerce,many manufacturers(such as Apple,Lenovo,etc.)have formed a dualchannel supply chain structure by adopting the online direct selling channels while retaining the traditional retail channels.With the continuous escalation in consumption demand,quality has become an important factor for consumers to make purchase decisions.Before the purchase,consumers tend to get the information of the product quality(e.g.through former buyers’reviews or advertisements,etc.),which will contribute to the consumers’psychological expected quality,then consumers can compare it with the true quality before purchase.Previous studies have proved the impact of the comparison between the true quality of products and the consumers’psychological expected quality on demand,which is the quality reference effect.The existing studies only focus on the quality reference effect in retail channels,and little is known about the influence of the quality reference effect on the optimal decision-making in dualchannel supply chain.This paper studies the dual-channel supply chain decision-making based on the quality reference effect.Our research questions are the following:first,how does the quality reference effect influence the optimal equilibrium pricing and quality decision-making?Next,under dynamic situation,how to achieve the optimal path of wholesale price,retail price and product quality,and what are these dynamic changes?Finally,what are the influences of quality reference effect on the supply chain performance?To address the above questions,we considered a two-echelon supply chain consisting of a single manufacturer and a single retailer based on the differential game theory,in which manufacturer can sell the products to consumers directly online,or through the bricks and mortar retail channels offline.Consumers’expectations for product quality will change over time based on previous experience.And the ways they identify the product quality between online and offline channels are different.Consume

关 键 词：微分博弈 双渠道 供应链管理 质量参照效应 动态定价 

分 类 号：F273[经济管理—企业管理]