竞争环境下制造商主导型双渠道供应链定价与分销服务策略选择  

Pricing and Distribution Service Strategy Selection of Manufacturer-Dominated Dual-Channel Supply Chain Under Chain Competition Environment

作　　者：夏德建 崔明明 XIA De-jian;CUI Ming-ming(School of Economics and Management,Chongqing Normal University,Chongqing 401331,China;Tongliao Intermediate People's Court,Tongliao 028000,Inner Mongolia,China)

机构地区：[1]重庆师范大学经济与管理学院,重庆401331 [2]通辽市中级人民法院,内蒙古通辽028000

出　　处：《物流研究》2022年第1期24-36,共13页Logistics Research

基　　金：重庆市教育委员会科学技术研究计划项目(KJQN202100541)。

摘　　要：本文通过对竞争环境下两个制造商主导的双渠道平行供应链进行逆向推理和数值模拟,发现两制造商都倾向于选择采取努力服务策略的分销商作为其双渠道分销商,四个分销商也均将努力服务策略作为占优策略。在批发定价上,制造商给分销商的批发价格均与双渠道分销商的服务水平正相关,且对采取不同服务策略的双渠道分销商采取了高低搭配的倾斜定价策略。在零售定价上,双渠道分销商的零售价格始终与其服务水平正相关。此外,当跨渠道的同一制造商的分销商不采取努力服务策略时,采取努力服务策略的分销商会将其商品的零售价格调至比对方更高的水平,反之则调至比对方更低的水平。In a competitive environment, this paper establishes a model of dual-channel parallel supply chain, which is dominated by two manufacturers.By using reverse induction method and numerical simulation calculation, it is found that both manufacturers tend to choose the distributor that adopt hard service strategy as their dual-channel distributors, four distributors also take hard service strategy as their dominant strategy. In terms of wholesale pricing, the wholesale prices given by manufacturers to distributors are positively correlated with the hard service level of dual-channel distributors, and both manufacturers adopt the inclined pricing strategy with high wholesale price and low wholesale price for their dual-channel distributors. In terms of retail pricing, the retail price of dual-channel distributors is always positively correlated with their hard service level. In addition, when a distributor does not adopt the hard service strategy, the distributor of the same manufacturer in the other channel who has made more service efforts will set a higher retail price, and vice versa.

关 键 词：双渠道 供应链竞争 服务水平 制造商 平台分销商 实体分销商 

分 类 号：F273.2[经济管理—企业管理]