社区团购三级供应链定价与渠道决策  

Pricing and Channel Decision in the Three-Tier Supply Chain of Community Group Buying Under Channel Integration

作　　者：曾敏刚[1] 邱钰杰 张淑雯 ZENG Mingang;QIU Yujie;ZHANG Shuwen(School of Business Administration,South China University of Technology,Guangzhou 510640,Guangdong,China)

机构地区：[1]华南理工大学工商管理学院,广东广州510640

出　　处：《华南理工大学学报（社会科学版）》2024年第2期62-75,共14页Journal of South China University of Technology(Social Science Edition)

基　　金：教育部哲学社会科学研究重大课题攻关项目“加强服务业国际合作提高我国产业全球价值链地位路径研究”(17JZD020);广东省哲学社会科学规划2021年度项目“基于三阶段动态博弈的社区团购供应链定价与激励机制研究”(GD21CGL33)。

摘　　要：社区团购平台进入理性竞争的稳健发展期,如何整合线下便利店渠道优化团长服务,以应对多渠道博弈是社区团购企业关注的重要内容。针对“社区团购+社区便利店”渠道整合有效性问题,基于消费者效用理论和Stakelberg博弈理论,构建由供应商、社区团购零售商和社区便利店的三级供应链博弈模型,对比分析不同渠道策略下供应商和社区团购零售商分别为渠道结构主导者时,供应链最优定价决策和利润分配,研究供应商和零售商博弈情形下社区团购零售商渠道整合策略获得利润增值的市场条件。研究表明,除了在分散渠道策略下的线下实体渠道产品销售价格会下降,社区团购渠道产品销售价格和批发价格都会随团长运营服务水平的提升而升高;供应商和零售商的权力结构并不影响社区团购渠道整合策略的选择,仅影响整合策略后获得利润增值大小;只有在消费者对线上渠道偏好程度较低且团长运营服务水平不太高时,整合策略才对社区团购渠道有利。研究结论不仅实现社区团购三级供应链最优定价决策和利润分配,同时帮助社区团购零售商有效整合社区便利店,提供可靠的理论依据和重要的政策启示。Community group buying platform has entered the steady development period of rational competition.How to integrate the offline convenience store channels and optimize the group leaders'service to cope with the multi-channel game is an important content of what community group buying enterprises concern.For the effectiveness of integration between community group buying channel and community convenience store channel,this paper constructed a three-tier supply chain system consisting of supplier,community group buying retailer and community convenience store.The study comparatively analyzed the optimal pricing decisions and profit allocation of the supply chain under different scenarios where the supplier or the community group buying retailer is the dominant player in the channel structure,and studied the market conditions of community group buying retailer channel integration strategy under the game between suppliers and retailers.The research findings suggest that the selling prices and wholesale prices of products in the community group buying channel increase with the improvement of group leaders'service level,except that under the decentralized channel strategy,the sales price of offline physical channel products will decline.The power structure of the supplier and retailer does not affect the choice of channel integration strategy but only affects the size of the value-added profit obtained after the integration strategy.The integration strategy is only advantageous to the community group buying channel when consumers have a lower preference for online channels and the team leader operational service level is not too high.Research conclusion not only achieves the optimal pricing and channel decision in the three-tier supply chain of community group buying,but also helps community group buying retailer effectively integrate community convenience store,providing reliable theoretical basis and important policy insights.

关 键 词：社区团购 团长运营服务水平 消费者偏好 定价决策 渠道选择 

分 类 号：F274[经济管理—企业管理]