不同市场权力结构下零售商双渠道供应链中定价决策研究
Pricing Decisions in a Dual Channel Supply Chain with Different Market Power Structures
DOI: 10.12677/ORF.2018.82008, PDF,    国家自然科学基金支持
作者: 董嘉婧, 赵 静, 郭云莲：天津工业大学理学院，天津
关键词: 双渠道供应链；渠道权力；定价决策；消费者效用；Dual-Channel Supply Chain； Channel Power； Pricing Decision； Consumer Utility
摘要: 本文研究由一个制造商和一个开辟网络直销渠道的零售商组成的双渠道供应链的定价决策问题。从消费者效用角度且考虑供应链成员间市场权力的不同及两渠道相对权力的不同，建立三个博弈模型，并得到相应的解析均衡解，进而分析市场权力结构、渠道替代率及相对渠道权力对产品定价策略、最大渠道需求及最大利润的影响。
Abstract: This paper investigates the pricing decision problem of a dual-channel supply chain consisting of one manufacturer and one retailer which opens an online channel. From the perspective of con-sumer utility, and considering the difference of market power among members of supply chain and the difference of relative channel power, three pricing game models are established, and the corresponding analytic equilibriums are obtained. Furthermore, we analyze the influence of the market power structure, channel substitutability and the relative channel power on the pricing strategies, the maximal demands and the maximal profits.
文章引用：董嘉婧, 赵静, 郭云莲. 不同市场权力结构下零售商双渠道供应链中定价决策研究[J]. 运筹与模糊学, 2018, 8(2): 62-71. https://doi.org/10.12677/ORF.2018.82008

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