基于零售商开通网络渠道的多渠道供应链定价策略

Pricing Strategy of Multi-Channel Supply Chain Based on Retailer Opening Network Channel

摘要: 最近几年，大多数学者在制造商双渠道(制造商通过线上渠道对消费者进行销售产品，而零售商仅仅通过传统的线下实体渠道为消费者提供所需产品)进行了大量的充分的研究与论证，但对于零售商双渠道(零售商同时通过线上渠道和线下实体渠道为消费者提供服务)研究较少，本文通过Stackelberg博弈相关理论对零售商通过线上线下双渠道向最终消费者提供商品的决策策略进行分析，求解出上游制造商与下游零售商的最优决策策略，并对最优利润与各相关参数的相关关系进行分析与探讨。将非合作决策模式与合作决策模式下的供应链整体利润进行比较，得出非合作决策模式下的制造商和零售商的利润之和小于合作决策模式下制造商和零售商组成的供应链整体利润。

Abstract: In recent years, most scholars have conducted a large number of full research and arguments in the dual channels of manufacturers (Manufacturers sell products to consumers through online channels, while retailers only provide consumers with the products through traditional offline physical chan-nels). We now have less research on retailers’ dual channels (Retailers serve consumers simultane-ously through online channels and offline physical channels). This paper analyzes the deci-sion-making strategies that retailers provide goods to end consumers through online and offline du-al channels through Stackelberg theory. Therefore, the optimal decision strategy of upstream man-ufacturers and downstream retailers can be solved. And we can analyze and discuss the correlation between optimal profit and related parameters. We can compare the non-cooperative deci-sion-making model with the overall profit of the supply chain under the cooperative deci-sion-making model. It is concluded that the sum of the profits of the manufacturers and retailers under the non-cooperative decision-making mode is smaller than the overall profit of the supply chain composed of manufacturers and retailers under the cooperative decision-making mode.