不同供应链结构下基于微分博弈的线上线下渠道竞争策略  

Competitive strategies for online and offline channels based on differential games under different supply chain structures

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作  者:徒君[1,2] 朱淼雨 黄敏 TU Jun;ZHU Miao-yu;HUANG Min(College of Science,Liaoning Technical University,Fuxin 123000,China;School of Digital Economics and Management,Wuxi University,Wuxi 214105,China;College of Information Science and Engineering,Northeastern University,Shenyang 110819,China)

机构地区:[1]辽宁工程技术大学理学院,辽宁阜新123000 [2]无锡学院数字经济与管理学院,江苏无锡214105 [3]东北大学信息科学与工程学院,沈阳110819

出  处:《控制与决策》2025年第3期736-744,共9页Control and Decision

基  金:国家自然科学基金项目(51704140);辽宁省自然科学基金项目(2021-MS-340);辽宁省教育厅基金项目(LJKZ0347).

摘  要:线上渠道与线下渠道在产品价格和服务等方面存在竞争,并受到供应链结构的显著影响.利用微分博弈方法在3类供应链结构下研究线上线下渠道竞争,包括集中式结构、分散式结构和收益共享结构.通过对微分博弈模型的求解获得不同供应链结构下线上线下零售价格、促销努力和物流努力策略.研究发现:分散式结构提高了线下零售价格、促销努力和线上零售价格,并降低了线上促销努力和物流努力;收益共享结构提高了线下零售价格、促销努力和线上零售价格、物流努力,并降低了线上促销努力;分散式结构和收益共享结构使得电商作出了比线下零售商更小的促销努力并制定更高的零售价格.当物流努力边际贡献充分大时,物流努力的存在总是使得线上产品商誉高于线下.数值实验表明:收益共享结构对线下渠道最有利而集中式结构对线上渠道最有利,物流努力对线上渠道是否有利依赖于其对线上产品商誉的边际贡献.Online and offline channels compete on product price and service simultaneously,which is significantly influenced by supply chain structure.The differential game method is implemented to study the competition between online and offline channels in three types of supply chain structures,including centralized structure,decentralized structure,and revenue-sharing structure.By solving the differential game model,we obtain online and offline retail price,promotion effort,and logistics effort strategies under different supply chain structures.It is found that the decentralized structure increases offline channel's retail price and promotion effort,and online channel's retail price,while reduces online channel's promotion effort and logistics effort.The revenue-sharing structure increases offline channel's retail price and promotion effort,online channel's retail price and logistics effort,and reduces online channel's promotion effort.The decentralized and revenue-sharing structures enable the e-tailer to make a smaller promotion effort than offline promotion effort and to set a higher retail price.When the marginal contribution of logistics effort is sufficiently large,the existence of logistics effort always leads to a higher goodwill for the online channel than offline channel.Numerical experiments show that the revenue-sharing structure is most advantageous for the offline channel,while centralized structure is most advantageous for the online channel.Whether logistics effort is beneficial to the online channel depends on its marginal contribution to the goodwill of online products.

关 键 词:渠道竞争 微分博弈 供应链结构 产品商誉 促销努力 物流努力 

分 类 号:O225[理学—运筹学与控制论]

 

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