考虑渠道竞争和数字化技术投入的供应链定价研究

Research on Supply Chain Pricing Considering Channel Competition and Investment in Digital Technologies

摘要: 许多制造商不仅通过传统的零售渠道销售产品，还建立直达消费者的直销渠道，在此背景下，基于Stackelberg博弈理论，建立了由制造商主导的多渠道供应链决策模型，并将数字化技术投入纳入到该模型中，在分散和集中决策情形下研究了渠道竞争程度与数字化技术投入对产品定价与利润的影响。研究表明：(1) 制造商给线下零售商的批发价格与渠道竞争程度呈负相关；当数字化技术投入成本系数较低时，制造商给线上零售商的批发价格与渠道竞争程度呈负相关；当数字化技术投入成本系数较高时，制造商给线上零售商的批发价格与渠道竞争程度呈正相关。(2) 当数字化技术投入成本系数较低或较高时，零售价格都与渠道竞争程度呈负相关；当数字化技术投入成本系数适中时，零售价格与渠道竞争程度呈正相关；直销价格与渠道竞争程度呈负相关。(3) 批发价格、零售价格和直销价格与数字化技术投入成本系数都呈负相关，与数字化技术对产品需求量的影响系数都呈正相关。(4) 在分散决策下，制造商的利润最高，线下零售商的利润次之，线上零售商的利润最低；集中决策下供应链的整体利润要高于分散决策。

Abstract: Many manufacturers not only sell their products through traditional retail channels, but also establish direct sales channels to consumers. In this context, based on Stackelberg game theory, a multi-channel supply chain decision model led by manufacturers has been established, and digital technology investment has been incorporated into the model. The study examines the impact of channel competition and digital technology investment on product pricing and profits under decentralized and centralized decision-making scenarios. The results show that: (1) The wholesale price offered by the manufacturer to offline retailers is always negatively correlated with the degree of channel competition. When the cost coefficient of digital technology investment is low, the wholesale price offered to online retailers is negatively correlated with the degree of channel competition; when the cost coefficient of digital technology investment is high, the wholesale price to online retailers is positively correlated with the degree of channel competition. (2) When the cost coefficient of digital technology investment is either low or high, both offline and online retail prices are negatively correlated with the degree of channel competition. When the cost coefficient is moderate, both retail prices are positively correlated with channel competition. The direct sales price is always negatively correlated with the degree of channel competition. (3) The manufacturer’s wholesale price, retail price, and direct sales price are always negatively correlated with the cost coefficient of digital technology investment. They are always positively correlated with the coefficient representing the impact of digital technology on product demand. (4) Under decentralized decision-making, the profits of online retailers are always lower than those of offline retailers, and the profits of offline retailers are always lower than those of the manufacturer. Under centralized decision-making, the overall profit of the supply chain is higher than that under decentralized decision-making.