两种电商销售模式下的零售商多渠道供应链定价策略

Pricing Strategies for Retailer Multi Channel Supply Chain under Two E-Commerce Sales Models

摘要: 在由一个零售商及一个电商平台组成的二级供应链系统中，研究已引入电商平台渠道组成多渠道供应链的零售商的定价决策问题。在引入电商平台渠道后，考虑电商平台代销及电商平台分销两种不同的销售模式，分别构建Stackelberg博弈模型并进行求解，分析了平台费率、渠道竞争系数、价格弹性系数等因素对零售商及电商平台利润以及定价决策的影响。研究表明：价格弹性系数及渠道竞争系数均会对零售商及电商平台的销售模式选择产生影响，导致在决策上出现差异性。此外，渠道竞争还会对零售商及电商平台的定价、利润产生重要影响。

Abstract: In a secondary supply chain system consisting of a retailer and an e-commerce platform, the pricing decision problem of retailers who have introduced e-commerce platform channels to form a multi-channel supply chain is studied. After introducing e-commerce platform channels, two different sales models, e-commerce platform consignment and e-commerce platform distribution, were considered. Stackelberg game models were constructed and solved, and the effects of platform rates, channel competition coefficients, price elasticity coefficients, and other factors on the profits and pricing decisions of retailers and e-commerce platforms were analyzed. Research has shown that both price elasticity coefficient and channel competition coefficient can have an impact on the sales model choices of retailers and e-commerce platforms, leading to differences in decision-making. In addition, channel competition will also have a significant impact on the pricing and profits of retailers and e-commerce platforms.