考虑销售努力的双渠道供应链定价决策与协调  

Research on Pricing Decision and Coordination of Dual-channel Supply Chain Considering Sales Efforts

作　　者：舒良友 张煜 SHU Liangyou;ZHANG Yu(School of Business Administration,Henan Polytechnic University,Jiaozuo 454003,China)

机构地区：[1]河南理工大学工商管理学院,河南焦作454003

出　　处：《物流技术》2024年第5期103-112,共10页Logistics Technology

摘　　要：随着电子商务的发展,许多零售商逐渐开拓线上渠道,并通过双渠道进行产品的销售。然而,如何进行科学决策,实现自身利润的最大化成为供应链成员普遍面临的难题。基于此,以单一零售商和单一供应商组成的生鲜农产品双渠道供应链为研究对象,考虑零售商销售努力,分析双渠道供应链的定价决策,并设计协调契约实现供应链协调。研究发现:在两种决策下,消费者对新鲜度、销售努力水平敏感度的提高均会增加供应链系统的整体利润;与分散决策相比,集中决策下双方合作更为紧密,供应商愿意提供更高的保鲜努力水平,零售商愿意提高销售努力水平,此时供应链整体利润更高;“两部定价法+批发价格”协调契约可以促进双方开展合作,降低线上和线下渠道价格,提高保鲜努力水平和销售努力水平,实现帕累托改进,使供应链整体利润达到集中决策时的水平。With the acceleration of China's digital construction process,consumers'shopping preferences have begun to change,and more and more enterprises get down to expand their original single retail channels and set up the new"online and offline"retail model.Online sales channels can help enterprises break through the restrictions of traditional sales,such as distance,time and other factors,to improve their core competitiveness.However,the expansion of online channels will inevitably encroach on the traditional offline retail market,leading to channel conflicts and affecting the overall profits of the supply chain.Effective pricing decisions can help enterprises alleviate channel conflicts and seek maximum profits.Therefore,supply chain members need to make reasonable decisions to promote the healthy development of the fresh produce market.In view of the above background,taking a dual-channel supply chain of fresh agricultural products composed of a single retailer and a single supplier as the research object and considering the supplier's freshness keeping efforts and the retailer's sales efforts,we firstly set up a Stackelberg game model under the centralized and decentralized decision-making modes respectively,and obtained the optimal decisions under the two different decision-making modes.Secondly,we analyzed the influence of the consumers'channel preference,freshness preference and sales effort sensitivity on the decision-making of each member of the supply chain,and compared the optimal decision solutions under different decision-making modes.Then,we designed the supply chain contract coordination mechanism to promote cooperation between the supplier and the retailer and achieve Pareto improvement.Finally,through a numerical analysis,we verified the accuracy of the above findings.The result shows that consumers'freshness preference and sales effort sensitivity are positively correlated with the freshness-keeping effort level,sales effort level,offline channel price,online channel price and overall profit of the su

关 键 词：双渠道供应链 销售努力 保鲜努力 定价决策与协调 

分 类 号：F274[经济管理—企业管理]