《计算机应用研究》|Application Research of Computers

考虑建议零售价的双渠道供应链批发价格模式选择

Wholesale pricing in dual-channel supply chain with suggested retail price

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作者 刘昊,王志平,李桃迎
机构 大连海事大学 航运经济与管理学院,辽宁 大连 116026
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文章编号 1001-3695(2019)03-034-0812-05
DOI 10.19734/j.issn.1001-3695.2017.11.0994
摘要 对由制造商网络直销渠道和零售商传统渠道构成的双渠道供应链系统进行研究。首次在建议零售价背景下研究了批发价格模式选择问题,运用制造商主导的Stackelberg博弈,得出了供应链各成员的价格均衡策略。综合考虑零售商谈判能力和消费者对渠道的偏好度,对比分析了不同批发价谈判模式下的制造商利润、零售商利润和供应链利润。结果表明,制造商可通过建议零售价调整市场价格;从供应链总体或者零售商角度,以直销价格为基准确定批发价格是最优的;制造商倾向于单独确定批发价格,但当零售商谈判能力较弱,且网络渠道基本市场份额偏大时,也可接受以网络直销价为基准确定批发价格。
关键词 建议零售价;双渠道;批发价格制定;Stackelberg博弈
基金项目 国家社科基金资助项目(15CGL031)
大连市科技计划项目(2015A11GX016)
本文URL http://www.arocmag.com/article/01-2019-03-034.html
英文标题 Wholesale pricing in dual-channel supply chain with suggested retail price
作者英文名 Liu Hao, Wang Zhiping, Li Taoying
机构英文名 SchoolofMaritimeEconomics&Management,DalianMaritimeUniversity,DalianLiaoning116026,China
英文摘要 The dual-channel supply chain system consisting of a manufacturer's network direct sales channel and a retailer’s traditional channel was researched.Firstly, this paper studied the choice of the wholesale price model under the background of the suggested retail price(SRP), and obtained the price equilibrium strategy of each member in the supply chain with the Stackelberg game dominated by the manufacturer.In addition, it compared the manufacturers’ profit, retailers’ profit and supply chain profit in different wholesale price negotiation modes considering the retailer’s bargaining power and the channel pre-ferences of consumers.The results show that the manufacturer can adjust the market price according to the SRC.Meanwhile, it is optimal to determine the wholesale price based on the online direct price from the viewpoint of the supply chain or the retailer.Furthermore, the manufacturer prefers to determine the wholesale price separately.However, when the retailer’s bargaining power is small and the basic market share of online channels is large, the manufacturer can accept the online direct price as the benchmark to decide the wholesale price.
英文关键词 suggested retail price; dual-channel; wholesale price; Stackelberg game
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收稿日期 2017/11/7
修回日期 2017/12/15
页码 812-816
中图分类号 F274
文献标志码 A