不确定产出下双渠道供应链的投产与定价决策  

Research on Production and Pricing Decision of Dual-Channel Supply Chain Under Uncertain Output

作　　者：马莉婷[1,2] 廖永心 MA Liting;LIAO Yongxin(Economics and Trade School of Fujian Jiangxia University,Fuzhou,350108,China;E-commerce Innovation and Development Research Center,Fujian Jiangxia University,Fuzhou,350108,China;Guangxi Oujian Supply Chain Management Group,Nanning,530000,China)

机构地区：[1]福建江夏学院经济贸易学院,福建福州350108 [2]福建江夏学院电子商务创新发展研究中心,福建福州350108 [3]广西讴健供应链管理集团有限公司,广西南宁530000

出　　处：《厦门理工学院学报》2023年第6期56-65,共10页Journal of Xiamen University of Technology

基　　金：福建省中青年教师教育科研项目(社科类)(JAS20213);福建江夏学院电子商务创新发展研究中心项目(21kpxs01)。

摘　　要：在假设产出率为随机变量的前提下,构建集中决策与分散决策下供应链的利润函数模型,需求确定时,考虑存在季末残值与缺货损失的情况,求解得出实现最优投产量应满足的公式,并建立制造商过量生产与对产品回购出售的市场环境,证明存在最优期望利润,求解得出实现最优回购单价应满足的公式,分析不确定产出下双渠道供应链的投产与定价决策。结果显示,在批发价契约下,零售商没有意愿与制造商共担风险,制造商为了减少损失偏向减少投产,因此无法实现集中决策下的最优投入量水平;需求与产出的不确定会影响回购契约决策;回购单价影响最优期望利润。建议制造商提高产出率,根据线上渠道与实体渠道的需求以及随机产出率进行理性分析,确定最优回购单价。In this paper,the profit function model of supply chain under centralized decision making and decentralized decision making is constructed on the premise that the output rate is a random variable.When the demand is determined,the formula which should be satisfied to achieve the optimal investment output is obtained by considering the situation of end-of-season salvage value and shortage loss.The market environment of overproduction and repurchase of products is established,the optimal expected profit is proved,and the formula to achieve the optimal repurchase unit price is obtained.The conclusion shows that under wholesale price contract,retailers have no willingness to share risks with manufacturers,and manufacturers tend to reduce production in order to reduce losses,so they cannot achieve the optimal input level under centralized decision making.The uncertainty of demand and output will affect the decision of repurchase contract,and the repurchase unit price affects the optimal expected profit.It is suggested that the manufacturer should improve the output rate,conduct rational analysis according to the demand of online channels and physical channels and random output rate,and determine the optimal repurchase unit price.

关 键 词：双渠道供应链 投产策略 定价策略 不确定产出 

分 类 号：F274[经济管理—企业管理]