策略性消费者影响下的双渠道供应链合同选择  

Dual-channel Supply Chain Contract Decision with Strategic Consumers

作　　者：官振中[1] 舒梦婷 GUAN Zhenzhong;SHU Mengting(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China)

机构地区：[1]西南交通大学经济管理学院,四川成都610031

出　　处：《运筹与管理》2023年第3期116-122,共7页Operations Research and Management Science

基　　金：国家自然科学基金资助项目(71572154);“服务科学与创新”四川省重点实验室资助(KL2206,KL2209);成都科技局软科学项目(2021-RK00-00087-ZF)。

摘　　要：研究了存在策略性消费者且零售商在原有线下渠道基础上开通线上渠道时,制造商与零售商供应链合同的选择问题。通过逆推法比较不同供应链合同下,制造商与零售商做分散决策和集中决策获得的收益以及零售商线上线下不同渠道定价决策对供应链整体收益的影响,讨论制造商和零售商的最优决策。得出主要结论为:在一般情况下数量折扣合同能更好的协调供应链,增加整体收益;然而当策略性消费者的耐心程度,对线上销售渠道接受程度增加时,批发价格合同更适用于考虑零售商开通线上销售渠道的情况。The popularity of the Internet and the rapid development of network technology have increased the channels for consumers to obtain information.More and more consumers not only rationally analyze the prices of different sales channels,but also make the decision of postponing purchase based on their own expectations.Strategic consumers increase the supply chain uncertainty.With the rapid development of e-commerce,online shopping has gradually evolved into a very important part of consumer life.Commodity sales have also broken through geographical and spatial restrictions.Many retailers provide goods to some consumers through third-party platforms such as Taobao and JD.com.Consumers also prefer to buy products through e-commerce channels.Traditional retailers usually consider opening online sales channels on the basis of the traditional offline channels.The retailer’s profit is not only affected by the supplier’s pricing,but also closely related to the type of supply chain contract.The emergence of online channel has increased the complexity of the supply chain,forming a dual-channel in which offline channel and online channel coexist.Dual-channel has aroused extensive discussion in the industry and academia,and has become an important research topic in supply chain management.This paper studies the selection of supply chain contract between the manufacturer and retailer when there are strategic consumers and retailer open online channel,and analyzes the change of retailers’dual-channel decisions under wholesale price contract and quantity discount contract.We consider a supply chain consisting of a single manufacturer and a single retailer.Manufacturer sell goods to retailer based on the supply chain contract,and retailer resell products to strategic consumers.Retailer decide whether to add online sales channel according to the market.The model is divided into two stages.In the first stage,manufacturer and retailer choose to adopt wholesale price contract or quantity discount contract.In the second stage,reta

关 键 词：策略性消费者 供应链 双渠道决策 批发价格合同 数量折扣合同 

分 类 号：F224.32[经济管理—国民经济]