考虑消费者时间敏感的双渠道供应链竞争策略

发布时间：2019-07-21 10:11

【摘要】：为研究网络直销与传统分销混合双渠道中消费者具有时间偏好情形下的供应链竞争问题,提出一种考虑消费者时间敏感性的定价和需求竞争策略。在该策略中,消费者时间偏好信息由制造商和零售商分别预测,并用时间敏感系数表示交付时间对消费者需求的影响程度。根据不同的时间敏感系数的预测值,考虑时间敏感系数确定和不确定两种情况,应用Bertrand博弈方法建立消费者时间敏感系数相关下的供应链定价及相应的需求模型。分析两个渠道的定价策略与消费者时间敏感系数的关系,以及消费者电子商务的接受程度对双渠道供应链竞争策略的影响。最后通过仿真算例分析制造商和零售商的消费者时间敏感系数的预测值对双渠道供应链收益的影响,以此说明该定价模型与需求竞争策略的有效性。
[Abstract]:In order to study the supply chain competition under the condition that consumers have time preference in the mixed dual channels of network direct marketing and traditional distribution, a pricing and demand competition strategy considering consumers' time sensitivity is proposed. In this strategy, consumer time preference information is predicted by manufacturers and retailers respectively, and the time sensitivity coefficient is used to indicate the impact of delivery time on consumer demand. According to the predicted values of different time sensitivity coefficients and considering the determination and uncertainty of time sensitivity coefficients, the Bertrand game method is used to establish the supply chain pricing and the corresponding demand model under the correlation of consumer time sensitivity coefficients. This paper analyzes the relationship between the pricing strategy of the two channels and the time sensitivity coefficient of consumers, and the influence of the acceptance of consumer e-commerce on the competition strategy of dual-channel supply chain. Finally, a simulation example is given to analyze the influence of the predicted value of consumer time sensitivity coefficient of manufacturers and retailers on the revenue of dual-channel supply chain, so as to illustrate the effectiveness of the pricing model and demand competition strategy.
【作者单位】：东华大学管理学院;
【基金】：国家自然科学基金资助项目(71172174,70772073) 教育部博士点基金资助项目(20110075110003) 上海市教委科研创新资助项目(12ZS58)~~
【分类号】：F224;F274

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