摘要
针对拥有网上直销渠道的制造商与同时拥有传统零售渠道和电子商务渠道的零售商组成的多渠道供应链,考虑渠道需求和促销投入的影响,建立了制造商主导的Stackelberg博弈模型,研究了供应链成员的定价与均衡策略,并分析了需求函数的影响因子对供应链成员价格选择的影响。研究表明,零售渠道的市场需求占市场总需求的分流比例与促销投入两个影响因子对供应链成员的定价策略都有显著的相关性。最后设计促销补贴契约,给出了零售商进行最优促销投入的前提下,制造商应做出的最优促销补贴率。
Aiming at the multi-channel supply chain and considering the impact of channel demand and promotional investment, a man- ufacturer-dominated Stackelberg game model is built, then the pricing and equilibrium decision of the supply chain members is studied and the influence of the influencing factor of demand function on the pricing decision of the supply chain members is analyzed. The re- sult shows that there are two influencing factors such as the dispersible percentage of the retail channel market demand for the total mar- ket demand and the promotional investment have a significant correlation to the pricing strategies. Finally, a promotional subsidy con- tract is designed and the best promotional subsidy rate made by manufacture is given under the condition of the best promotional invest- ment of the retailer.
出处
《洛阳理工学院学报（自然科学版）》
2018年第1期78-83,共6页
Journal of Luoyang Institute of Science and Technology：Natural Science Edition
基金
国家自然科学基金项目(61463026)
关键词
博弈分析
多渠道竞争
供应链价格
促销补贴契约
game analysis
dual-channel competition
supply chain price
promotion subsidy contract
