零售商双渠道供应链服务定价决策研究
首发时间:2021-03-09
摘要:本文构建了由零售商和线上平台商组成博弈模型。重点讨论零售商在引入线上市场的过程中对传统零售渠道的利润影响以及商品定价决策问题。本文分别计算了集中决策和分散决策下的均衡结果,经过结果对比分析发现,集中决策下的最优商品定价低于分散决策,但市场需求和供应链利润高于分散决策。此外通过分析发现零售商在引入线上市场并不总是对其有利,当平台流量带来的潜在线上市场需求的比例较小时,零售商的利润随线上渠道偏好的增加会先增加后减小,当平台流量带来的潜在线上市场需求的比例较大时,零售商的利润随线上渠道偏好的增加而减小,而平台商的利润和服务水平总是会随潜在市场需求比例和线上渠道偏好的增加而增加。
关键词: 双渠道供应链; 服务水平; 潜在市场需求
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Research on service and pricing decision of retailer\'s dual channel supply chain
Abstract:This paper considers a dual channel supply chain composed of traditional retailers and online platform providers. This paper focuses on the profit impact of retailers on traditional retail channels in the process of introducing online market and the pricing decision of online and offline channels. This paper calculates the equilibrium results under centralized decision and decentralized decision respectively. Through the comparative analysis of the results, it is found that the optimal commodity pricing under centralized decision is lower than that under decentralized decision, but the market demand and supply chain profit are higher than that under decentralized decision. In addition, it is found that it is not always beneficial for retailers to introduce online market. When the proportion of potential online market demand brought by platform traffic is small, the retailer\'s profit will first increase and then decrease with the increase of online channel preference. When the proportion of potential online market demand brought by platform traffic is large, the retailer\'s profit will decrease with the increase of online channel preference . The profit and service level of platform vendors always increase with the increase of the proportion of potential market demand and online channel preference.
Keywords: Dual-channel supply chain service level potential market demand
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