摘要
针对制造商开辟在线销售渠道现象的普及,考虑混合双渠道销售会增加产品的潜在需求,构建制造商与零售商分散、集中定价两种决策模型,利用博弈理论对模型进行求解分析,研究表明在双方分散、集中两种定价策略模型中,随着双渠道开通导致的市场需求率的增加,制造商的批发价、零售商的销售价格上调,零售商的回收价格下降,闭环供应链系统总利润则呈现先下降后上升的变化。最后,运用数值算例进一步验证和讨论双渠道销售导致的市场需求增加对闭环供应链系统定价策略、双方利润及系统渠道效率的影响。
According to the popularity of the phenomenon that more and more manufacturers are opening up on- line sales channels, the paper constructs the models that the manufacturer and retailer price in decentralized or centralized decision, considering the potential demand from the double channel sales. And then the paper solves and analyzes the models by using the game theory. The study shows that the manufacturer＇ s wholesale, retailer＇ s sales prices increase and recycling prices decline with the increasing rate of demand, and at the same time the total supply chain profit decreases firstly and then increases in both models. Finally, the paper verifies and dis- cusses the influence that increases market demand from the double channel sales on the pricing strategy, profits and channel efficiency in closed-loop supply chain by using the numerical examples, and additionally it finds that the potential demand from the double channel sales has a significant positive impact on the efficiency of the closed-loop supply chain.
出处
《运筹与管理》
CSSCI
CSCD
北大核心
2015年第4期58-67,共10页
Operations Research and Management Science
基金
教育部青年基金资助项目(13YJC630049)
山西省哲学社会科学规划课题(SXZXSKGHKT2013018)
山西省社科联重点课题研究项目(SSKLZDKT2013060)
关键词
市场需求增加
制造商双渠道
闭环供应链
定价
market demand increasing
double-channel of manufacturer
closed loop supply chain
pricing
