电子商务背景下双渠道供应链价格博弈模型的动力学分析

Dynamics Analysis of a Dual-Channel Supply Chain Price Competition Game Model under E-Commerce Background

摘要: 在互联网发展的浪潮中，电子商务迅速崛起，零售商的销售方式也不再拘泥于传统的实体渠道，而是借助互联网的优势，在电子商务平台上进行销售和提供服务。然而，销售渠道的增加也加剧了零售寡头之间的竞争，不同渠道的零售寡头之间的竞争主要为价格和服务竞争。本文主要聚焦于一类双渠道供应链价格竞争模型，考虑两家零售商分别采用传统的实体销售渠道和网络销售渠道组成的二级供应链，在竞争激烈的市场中，两渠道的零售商不再追求自身利润的最大化，而是追求相对利润最大化。我们结合非线性动力学理论，建立了一个基于相对利润最大化的双渠道供应链价格竞争博弈模型，对零售商之间的长期博弈进行了分析。结果发现，调整速度过快和边际成本过高都会导致系统进入混沌状态，同时还发现在不稳定的混沌状态下价格初值的微小改变会引起市场价格波动较大。此外，两个不同渠道的零售商也需要选择合适的销售方式使产品差异性控制在合理的范围内才能保持市场的稳定。

Abstract: With the rapid rise of e-commerce in the wave of Internet development, retailers are no longer confined to traditional brick-and-mortar channels, but are taking advantage of the Internet to sell and provide services on e-commerce platforms. However, the increase in sales channels has also intensified the competition among retail oligopolies, and the competition among retail oligopolies in different channels is mainly price and service competition. Thus, this paper focuses on a class of dual-channel supply chain price competition models, in which the two retailers in the supply chain are the traditional brick-and-mortar sales channel and the online sales channel, respectively. Firstly, we consider the two vendors no longer seek to maximize their own profits, but rather maximize their relative profits in the competitive market. Then, we combine the nonlinear dynamics theory to establish a dual-channel supply chain price competition game model based on relative profit maximization and analyze the long-term game between retailers. It is found that both too fast adjustment and too high marginal cost lead the system into a chaotic state, and it is also found that small changes in the initial value of price in an unstable chaotic state cause large fluctuations in the market price. In addition, retailers in two different channels need to choose appropriate sales methods to keep the product variability within a reasonable range in order to maintain the stability of the market.