租售混合渠道下异质产品渠道进入与回购策略  

Channel entry and buyback strategies of heterogeneous products under mixed leasing and retail channels

作　　者：经有国[1] 任君玲 刘肖杨 王海龙[1] 宋楗 JING Youguo;REN Junling;LIU Xiaoyang;WANG Hailong;SONG Jian(Faculty of Management and Economics,Kunming University of Science and Technology,Kunming 650093,Yunnan,China)

机构地区：[1]昆明理工大学管理与经济学院,云南昆明650093

出　　处：《山东大学学报（理学版）》2023年第7期1-17,共17页Journal of Shandong University(Natural Science)

基　　金：国家自然科学基金资助项目(72261022,71861020,72064025);云南省基础研究计划面上项目(2019FB087);教育部人文社会科学研究项目(21YJC630049,18YJA630089);云南省哲学社会科学研究基地课题(JD2018YB11)。

摘　　要：考虑由一个制造商、一个租赁商和一个零售商组成的租售混合渠道供应链,制造商通过租赁和零售两个渠道分销两种异质产品,并回购租赁渠道的部分旧产品以避免这些旧产品直接通过租赁渠道流入零售市场而与零售渠道产生竞争冲突,研究制造商两种异质产品的渠道进入与回购策略:高质量和低质量产品分别进入租赁(零售)和零售(租赁)渠道(简称H(L)策略),应用动态博弈理论建立上述两种策略下的两周期动态博弈模型并进行比较分析。研究表明:在上述两种策略下,当回购价格较高时,均会出现有回购情形;在有回购情形下,回购价格始终低于转售价格,制造商经由零售渠道的利润率始终高于租赁渠道,且L策略的该利润率高于H策略的;而H策略的回购价格、回购数量、转售价格始终高于L策略的。最后通过数值仿真分析表明,当产品质量差异系数较小时,制造商应选择L策略;反之,制造商应选择H策略。A supply chain of mixed leasing and retail channels comprising of a manufacturer,a leaser and a retailer is considered.The manufacturer distributes two kinds of heterogeneous products through leasing and retail channels respectively,and buybacks part of the old rental products from the leasing channel in order to avoid the competition conflict between the retail channel and the leas-ing channel through which these old rental products may flow into the retail market.The following channel entry and buyback strate-gies of two heterogeneous products:high-quality and low-quality products entering the leasing(retail)and retail(leasing)channels respectively,which are referred to as strategies of H and L.Two two-cycle dynamic game models of channel entry and buyback strategies are compared and analyzed by using the dynamic game theory.The results show that,under the above two strategies,when the buyback price is high,a so-called buybacks situation will arise.In the case of buyback situation,the buyback price is al-ways lower than the resale price,the manufacturer̓s profit margin through the retail channel is always higher than that of the leasing channel,and the manufacturer̓s profit margin of the strategy L is higher than that of the strategy Hꎻthe buyback price,buyback quantity and resale price of the strategy H are always higher than that of the strategy L.Finally,the numerical simulation analysis shows that when the product quality difference coefficient is small,the manufacturer should choose the strategy L;otherwise,the manufacturer should choose the strategy H.

关 键 词：租售混合渠道 异质产品 渠道进入 回购 

分 类 号：F272.3[经济管理—企业管理]