基于消费者搭便车行为的双渠道供应链定价决策研究  

Research on Pricing Decision of Dual-channel Supply Chain Based on Free-rider Behavior of Consumers

作　　者：马莉婷[1,2] 廖永开 MA Li-ting;LIAO Yong-kai(Economics and Trade School of Fujian Jiangxia University,Fuzhou,350108,China;Fujian Jiangxia University e-Ecommerce Innovation and Development Research Center,Fuzhou,350108,China;Zhongbao Ruiheng Technology Co.,Ltd.,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]中宝瑞恒科技有限公司,广西南宁530000

出　　处：《福建金融管理干部学院学报》2024年第4期65-74,共10页Journal of Fujian Institute of Financial Administrators

基　　金：教育部产学合作协同育人项目“新文科视域下商贸经济类专业师资教研能力提升培训”(220600514153538);福建江夏学院电子商务创新发展研究中心项目“电子商务创新发展研究中心”(21kpxs01)。

摘　　要：双渠道供应链中成员的定价决策受到两方面的影响:一是来自于由服务引起的搭便车行为;二是制造商在网络直销渠道提供服务。因此,在考虑消费者有限理性行为的双渠道定价决策研究中,考虑制造商和零售商的服务水平具有较强的理论与现实意义。本文考虑存在搭便车现象,零售商和制造商均提供服务,在分散决策和集中决策下基于两层优化理论建立Stackelberg博弈模型,求解分析出制造商和零售商的最优定价与利润。基于最优结果通过算例分析,发现搭便车情形下,集中决策下的双渠道供应链总利润较分散决策下更高,进而提出提高服务水平以提升客户满意度,收益共享、缓解冲突以实现共赢,加强制造商与零售商间的合作等建议。The pricing decision of the members in the dual-channel supply chain is affected by two aspects:one is free riding behavior caused by service;Second,manufacturers provide services through network direct sales channels.Therefore,the service level of manufacturers and retailers has strong theoretical and practical significance in the research of dual-channel pricing decision related to the limited rational behavior of consumers.In this paper,a Stackelberg game model is established based on the two-layer optimization theory under decentralized decision-making and centralized decision-making to obtain the optimal pricing and profit of manufacturers and retailers by means of solution analysis.Based on the optimal results,it is concluded that the total profit of the dual-channel supply chain in centralized and decentralized decision-making is higher than that in centralized decision-making.Finally,some suggestions are put forward,such as improving service level to improve customer satisfaction,sharing revenue,easing conflicts to achieve win-win situation,and strengthening cooperation between manufacturers and retailers.

关 键 词：消费者有限理性 搭便车 双渠道供应链 定价决策 

分 类 号：F274[经济管理—企业管理]