考虑售后服务和渠道偏好的双渠道供应链决策与协调

Decision and Coordination of Dual-Channel Supply Chain Considering After-Sales Service and Channel Preference

摘要: 针对制造商主导的双渠道供应链中的决策问题，考虑到售后服务和渠道偏好是影响消费者购买行为的重要因素，本文建立了考虑两种因素的博弈论模型，分别探究其在分散决策和集中决策下的最优结果并加以比较，讨论了售后服务感知系数、消费者渠道偏好对供应链决策的影响。然后利用两部定价契约的协调机制进行供应链协调。结果表明，售后服务的投入和消费者的渠道偏好会加剧渠道冲突；两部定价契约协调可有效的协调上述冲突。

Abstract: Aiming at the decision-making problem in the dual-channel supply chain dominated by manufacturers, considering that after-sales service and channel preference are important factors affecting consumers’ buying behavior, this paper establishes some game theory models considering this two factors, explores and compares their optimal results under decentralized decision-making and centralized decision-making, and discusses the influence of after-sales service perception coefficient and consumer channel preference on supply chain decision-making. Then use the coordination mechanism of two pricing contracts to coordinate the supply chain. The results show that the investment of after-sales service and consumers’ channel preferences will aggravate channel conflicts; the coordination of two pricing contracts can effectively coordinate the above conflicts.