零售商双渠道供应链的定价决策和收益共享契约
首发时间:2015-11-13
摘要:研究了零售商通过传统渠道和网上渠道销售产品这种双渠道结构。通过建立需求与价格线性相关的需求函数,在考虑传统渠道和网上渠道销售成本的情况下,通过Stackelberg博弈的方法对制造商和零售商的市场行为进行了分析。分析结果表明分散 决策下制造商和零售商的利润和小于集中式决策供应链的利润。然后通过净收益共享契约实现了供应链的协调(使制造商和零售商的利润和等于集中决策的利润),使协调后零售商和制造商的利润均大于分散决策的利润,最后通过算例分析,验证了所设计收益共享契约的有效性。
关键词: 经营管理 双渠道供应链 销售成本 收益共享契约 Stackelberg博弈
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Pricing strategies in retailer's dual channel supply chain and revenue sharing contract
Abstract:Dual channel structure with retailer sell product via traditional channel and online channel is studied in this peper. Through building price-sensitive demand function with the cost of sales online and offline marketing under consideration, maket behavior of retailer and manufacture is analyzed using Stackelberg game theory. Analyzed result suggests that supply chain profit with decentralized decision was less than that with centralized decision. Then successfully coordinate the retailer’s dual channel supply chain by improving the revenue-sharing contract (net revenue sharing contract). Finally, a numerical example were given to verify the effectiveness of the revenue sharing contract.
Keywords: management retailer's dual channel supply chain cost of sales revenue sharing contract Stackelberg game theory
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