网上代销双渠道闭环供应链的定价与协调决策

发布时间：2018-01-20 05:19

本文关键词： 双渠道闭环供应链交叉价格弹性系数佣金比例系数回收率纳什讨价还价模型　出处：《商业研究》2017年02期 　论文类型：期刊论文

【摘要】：制造商在双渠道闭环供应链中开通传统零售及网上代销双渠道,其中,传统渠道零售商销售其产品,并负责回收废旧产品;而网上零售商代销其产品,并收取代销佣金。本文分析了集中决策、制造商Stackelberg博弈决策、制造商和零售商Bertrand博弈决策三种决策模式中制造商的定价策略,同时运用纳什讨价还价模型进行了协调。结果表明:在两种分散决策中,Bertrand博弈决策模式中的批发价格、传统渠道零售价格和制造商的利润最大,而网上渠道零售价格、零售商的利润和整体利润最小;相较于两种分散决策而言,集中决策中的传统渠道零售价格和整体利润最小,网上渠道零售价格最大;制造商和零售商的讨价还价能力越强,其在利益分配机制中所获得的利润就越多。
[Abstract]:Manufacturers open two channels of traditional retail and online marketing in the closed-loop supply chain of double channels, in which traditional channel retailers sell their products and are responsible for recycling used and used products; While online retailers sell their products on a proxy basis and collect commission. This paper analyzes the centralized decision and the Stackelberg game decision of the manufacturer. The manufacturer and retailer's pricing strategies in the three decision models of Bertrand game decision are coordinated by Nash bargaining model. The results show that: in the two decentralized decisions. The wholesale price in Bertrand game decision mode, the traditional channel retail price and the manufacturer's profit are the biggest, while the online channel retail price, the retailer's profit and the overall profit are the least; Compared with the two decentralized decisions, the traditional channel retail price and overall profit are the smallest in the centralized decision-making, and the online channel retail price is the largest. The stronger the bargaining power of manufacturer and retailer, the more profit they gain in profit distribution mechanism.
【作者单位】：重庆交通大学经济与管理学院;
【基金】：重庆市自然科学基金计划项目“考虑产业集群升级与新产品合作开发的闭环供应链协调优化模型及其应用研究”,项目编号:2012jj A00028
【分类号】：F274
【正文快照】： 随着经济的不断发展,信息技术和电子商务技术也不断地进步。传统的单一渠道模式已无法满足市场的竞争需求,因此越来越多的企业开始开辟网络销售渠道。随着电子商务的不断成熟,网络渠道的模式也渐渐呈现出多样化。企业可通过像百度等搜索引擎公司来销售自己的产品,此种付费搜索

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