考虑网络口碑的供应链定价与协调研究  

Research on Pricing and Coordination of Supply Chain Considering Electronic Word-of-mouth

作　　者：张梦颖[1] 汪传雷[1] 刘兰凤[1] Zhang Mengying;Wang Chuanlei;Liu Lanfeng(School of Business,Anhui University,Hefei 230061,Anhui)

机构地区：[1]安徽大学商学院,安徽合肥230061

出　　处：《中国商论》2024年第9期98-102,共5页China Journal of Commerce

基　　金：安徽省哲学社会科学规划项目研究成果(AHSKQ2021D11)。

摘　　要：随着电子商务和社交网络的迅速发展,网络口碑正在影响和改变消费者的购买习惯,并对企业决策产生重要影响。本文考虑由一个制造商和一个零售商组成的二级供应链,通过建立两阶段定价模型研究网络口碑对供应链定价和协调的影响。首先,文章分析了集中决策下网络口碑对供应链最优定价策略和整体利润的影响;其次,设计批发价契约和收益共享契约对分散决策下的供应链进行协调。研究表明:当受正面口碑影响时,系统会降低第一阶段价格,提高第二阶段价格,且口碑影响力度越大,两阶段的价格差异越小,供应链整体利润越高;当受负面口碑影响时,系统会提高第一阶段价格,降低第二阶段价格,且口碑影响力度越大,两阶段的价格差异越大,供应链整体利润越低;批发价契约无法实现供应链的协调,收益共享契约可以同时改善制造商、零售商和供应链整体利润,实现供应链协调。With the rapid development of e-commerce and social networks,electronic word-of-mouth(eWOM)is influencing and changing consumers’buying habits and has an important influence on enterprises’decision-making.Considering a two-level supply chain consisting of a manufacturer and a retailer,a two-stage pricing model is established in this paper to study the impact of eWOM on supply chain pricing and coordination.First,the impact of eWOM on the supply chain’s optimal pricing strategy and overall profit under centralized decision-making is analyzed in this paper,and then the wholesale price contract and revenue sharing contract are designed to coordinate the supply chain under decentralized decision-making.The study shows that:When affected by positive eWOM,the system will lower the price of the first stage and increase the price of the second stage,and the greater the eWOM effect,the smaller the price difference between the two stages,resulting in a higher overall profit of the supply chain.When affected by negative eWOM,the system will increase the price of the first stage and lower the price of the second stage,and the greater the eWOM effect,the larger the price difference between the two stages,resulting in a lower overall profit of the supply chain.The wholesale price contract cannot achieve the coordination of the supply chain,while the revenue sharing contract can improve the overall profits of the manufacturer,the retailer and the supply chain at the same time,thus achieving the supply chain coordination.

关 键 词：网络口碑 定价模型 供应链协调 批发价契约 收益共享契约 

分 类 号：F274[经济管理—企业管理]