模糊环境下电商互补品供应链的Stackelberg博弈与定价策略研究

Research on Stackelberg Game and Pricing Strategies in E-Commerce Complementary Product Supply Chains under Fuzzy Environments

摘要: 在电子商务环境下，针对网络渠道中常见的互补品组合销售场景(如手机与耳机、主机与配件等)，本研究构建了一个以制造商为主导、零售商为跟从的双互补品供应链Stackelberg博弈模型。考虑到电商市场中需求波动频繁、制造成本不确定等现实特征，模型将需求函数参数与生产成本设定为模糊变量。基于电商平台中常见的供应链协作与决策模式，研究分别探讨了链间与链内Stackelberg博弈，并据此建立了四种价格决策的期望值模型，包括：集中–集中决策(平台统一管控)、集中–分散决策(制造商主导定价)、分散–集中决策(零售商主导定价)以及分散–分散决策(各自独立决策)。运用博弈论方法，解析出四种结构下的均衡价格与利润水平。进一步通过数值仿真，验证了不同决策结构对电商互补品供应链定价与利润的影响，并比较得出可实现系统帕累托最优的协调机制。研究结果为电商企业在网络营销中制定互补品组合定价与渠道协同策略提供了理论参考与管理启示。

Abstract: In the context of e-commerce, this study addresses the common scenario of bundled sales for complementary products (e.g., smartphones and earphones, main units and accessories) through online channels. A Stackelberg game model is developed for a two-complementary product supply chain, where the manufacturer acts as the leader and the retailer as the follower, reflecting the realities of the e-commerce market, such as frequent demand fluctuations and manufacturing cost uncertainties, the model characterizes demand function parameters and production costs as fuzzy variables. Based on common supply chain collaboration and decision-making modes in e-commerce platforms, the research explores both inter-chain and intra-chain Stackelberg games. Accordingly, four expected value models for pricing decisions are established: Centralized-Centralized (platform unified control), Centralized-Decentralized (manufacturer-led pricing), Decentralized-Centralized (retailer-led pricing), and Decentralized-Decentralized (independent decision-making). Using game theory methods, the equilibrium prices and profit levels under these four structures are derived. Furthermore, numerical simulations are conducted to verify the impact of different decision-making structures on pricing and profits within the e-commerce complementary product supply chain. A comparative analysis identifies a coordination mechanism that can achieve a system-wide Pareto optimum. The research findings provide theoretical references and managerial insights for e-commerce enterprises in formulating pricing strategies for complementary product bundles and channel coordination strategies in online marketing.