不同批发价格谈判模式与渠道权力结构下的双渠道供应链博弈研究——基于营销努力视角

发布时间：2018-04-20 22:00

本文选题：双渠道供应链 + 批发价格谈判模式　；参考：《南京工业大学学报(社会科学版)》2017年03期

【摘要】：考虑双渠道供应链成员在批发价格制定过程中的讨价还价问题以及在供应链中权力的差异问题,基于批发价格制定的两种谈判基准和供应链的三种渠道权力结构,构建销售价格和营销努力共同影响需求的六种博弈模型,通过博弈模型分析得到两种批发价格谈判模式和三种渠道权力结构下的最优渠道定价策略。研究发现:相比于制造商营销努力,零售商营销努力对渠道定价和利润的影响受到更多因素的制约;制造商与零售商均愿意作为跟随方发挥后动优势;当网络直销渠道市场份额较低时,制造商与零售商偏好于以对方销售价格为基准的批发价格谈判模式,当网络直销渠道市场份额较高时,二者偏好于以自身销售价格为基准的批发价格谈判模式。
[Abstract]:Considering the bargaining problem of the members of the double channel supply chain in the process of setting wholesale price and the difference of power in the supply chain, based on the two negotiation benchmarks of wholesale price and the three channel power structures of the supply chain, This paper constructs six game models in which sales price and marketing efforts affect demand together, and obtains two kinds of wholesale price negotiation models and the optimal channel pricing strategy under three channel power structures through the game model analysis. It is found that the influence of retailers' marketing efforts on channel pricing and profits is restricted by more factors than manufacturers' marketing efforts, and both manufacturers and retailers are willing to play the role of follower. When the market share of the network direct marketing channel is low, manufacturers and retailers prefer the wholesale price negotiation mode based on the other party's sales price, and when the market share of the network direct marketing channel is high, the manufacturer and the retailer prefer the wholesale price negotiation mode based on the other side's sales price. They prefer the wholesale price negotiation model based on their own sales price.
【作者单位】：辽宁工程技术大学营销管理学院;
【基金】：国家自然科学基金项目(71172218) 高等学校博士学科点专项科研基金资助项目(20122121110005)
【分类号】：F224.32;F274

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