考虑风险规避和搭便车的双渠道供应链定价决策研究  

Research on Pricing Decisions of Dual-channel Supply Chain Considering Risk Aversion and Free-riding

作　　者：汪和平[1] 严啸宸 赵丹 李艳[1] WANG Heping;YAN Xiaochen;ZHAO Dan;LI Yan(School of Management Science and Engineering,Anhui University of Technology,Ma’anshan 243032,China)

机构地区：[1]安徽工业大学管理科学与工程学院,安徽马鞍山243032

出　　处：《运筹与管理》2023年第10期76-82,共7页Operations Research and Management Science

基　　金：国家自然科学基金资助项目(71872002);教育部人文社会科学研究资助项目(19YJCZH091);安徽省高校人文社科重大项目(SK2021ZD0035)。

摘　　要：在网络直销和网络分销两种双渠道销售模式下,考虑传统零售商风险规避行为和后疫情时代消费者行为的结构性变化,运用Stackelberg博弈和均值-方差理论,分析双渠道模式对供应链成员定价决策的影响。研究发现:传统零售商风险规避行为会导致制造商设置更高的批发价获取利润,传统零售商会采取降价策略以规避风险,网络零售最优价格是否受传统零售商风险规避行为影响与选择的渠道模式有关。进一步分析消费者“搭便车”行为和零售偏好,发现供应链成员的最优定价决策还与市场需求有关,传统零售商应积极扩大市场需求以减缓风险规避行为对自身利润的影响。The COVID-19 pandemic has had a significant impact on the retail industry,accelerating changes in retail channel selection and consumer behavior.As a result,more and more manufacturers are turning to online platforms and online retailers to expand their market share.This has led to the development of a dual channel sales model that includes both online and offline sales.Offline sales refer to traditional retailers purchasing products from manufacturers and selling them in physical stores.In contrast,online sales have two channels:Direct sales and distribution channels.Direct sales refer to manufacturers setting up flagship stores on online sales platforms where they are responsible for promoting and selling products to attract consumers.On the other hand,distribution channels refer to online retailers purchasing products directly from manufacturers and engaging in self-operated sales through online sales platforms.The dual channel sales model is beneficial as it can better meet customers’differentiated needs.In addition to having a preference for products,consumers may also exhibit purchasing behavior that favors different channels.The smooth flow of information has also led some consumers to engage in“free-riding”behavior by purchasing products online after experiencing them for free in offline retail stores.In addition,consumer behavior under the dual channel sales model leads to increased uncertainty in demand,which may result in risk aversion behavior among traditional retailers.This can have a significant impact on pricing decisions,requiring consideration of inter-channel competition and consumer personalized channel selection behavior on demand.To address this issue,this paper uses the theory of dual channel supply chain,mean-variance theory,Stackelberg model and other related theories to build a dual channel supply chain model with manufacturers as leaders and retailers as followers.The model examines the impact of“free-riding”behavior and consumer retail preferences on pricing decisions under t

关 键 词：双渠道 风险规避 搭便车 定价决策 

分 类 号：F274[经济管理—企业管理]