考虑牛鞭效应的双渠道供应链定价与投资决策  

Pricing and Investment Decision-making of Dual-channel Supply Chain Considering Bullwhip Effect

作　　者：孙小涵 马卫民[1] SUN Xiaohan;MA Weimin(School of Economics&Management,Tongji University,Shanghai 200092,China)

机构地区：[1]同济大学经济与管理学院,上海200092

出　　处：《物流技术》2022年第12期84-89,共6页Logistics Technology

基　　金：国家社会科学基金资助项目(20BGL115)。

摘　　要：针对由制造商、零售商组成的双渠道供应链,每个成员可通过数字技术预测市场需求信息,考虑两者是否投资数字技术,构建了不同投资组合下的博弈模型,探讨牛鞭效应对产品定价与数字技术水平决策的影响,并考察了数字技术投资对供应链成员预期利润的影响。研究表明:供应链成员通常会通过设定更高的价格弥补牛鞭效应带来的亏损;投资数字技术的供应链成员会设置更高的数字技术水平,弱化牛鞭效应带来的负面影响;制造商或零售商单独投资数字技术都会增加其本身利润。In view of a dual-channel supply chain composing of a manufacturer and a retailer where both could forecast market demand using digital technology, and considering whether the two would invest in digital technology, we constructed the game model for different investment portfolios, discussed how the bullwhip effect affected product pricing and digital technology decision-making, and examined the impact of investment in digital technology on the expected returns of the supply chain members. The research showed that the supply chain members would usually set higher-than-normal price to offset the losses caused by the bullwhip effect;the members investing in digital technology tended to set higher-than-necessary digital technology level to alleviate the negative impact of the bullwhip effect;and the manufacturer or retailer could independently invest in digital technology to increase its own profit level.

关 键 词：双渠道供应链 牛鞭效应 定价策略 投资决策 数字技术 

分 类 号：F274[经济管理—企业管理]