考虑零售商公正性的双渠道供应链定价问题
首发时间:2017-12-29
摘要:越来越多的供应商开始在传统零售渠道的基础上经营自己的直销渠道,也就是所谓的双渠道供应链。本文考虑的是由一个供应商和一个零售商组成的双渠道供应链,供应商是理性决策者,而零售商具有公正性偏好。构建了考虑零售商公正性的双渠道供应链模型,并且在纳什均衡博弈下得出最优解,分析零售商公正性对供应链效益的影响。零售商的公正性会导致零售价格的增加,而对直销价格没有影响。另外,零售商的公正性会降低供应链的整体绩效。为了协调考虑零售商公正性的双渠道供应链,我们对传统的收益共享契约进行改进,并最终实现了供应链的完全协调。
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Pricing Problem in Dual-channel Supply Chain Regarding Fairness of Retailer
Abstract:Nowadays, more and more suppliers begin to operate not only traditional retail channel but also direct channel. In this paper, we consider a dual-channel supply chain consisted of a supplier who is rational and a retailer who cares about the fairness. A model of basic dual-channel supply chain is constructed and we find the optimal dicision in Nash equilibrium. When the retailer considers of fairness, it will increase the retail price, and the performance of total supply chain will be decreased. We also cooedinate the dual-channel supply chain regarding fairness of retailer with a developed revenue sharing contract.
Keywords: supply chain dual-channel fairness pricing probem revenue sharing contract
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