摘要
文章构建一个包含消费者渠道偏好、消费者风险规避度的效用函数,运用博弈论逆序求解法,求解零售商不同零售渠道下的最优决策,对比分析零售商和制造商的最优渠道选择并进行供应链协调。结果表明:消费者风险规避系数是零售商最优定价、批发价和利润的单调减函数;零售商选择双零售渠道,实体零售价格降低,电子零售价格增高,但实体零售价格高于电子零售价格;零售商的最优渠道结构是双渠道零售结构,但是否能与制造商达成一致的选择,还取决于系统参数的阈值;零售商和制造商可以通过批发价格和补偿组合契约来解决最优渠道选择不一致的问题,实现供应链协调。
This paper constructs a utility function including consumer channel preference and consumer risk aversion degree,and then uses the reverse order solution method of game theory to solve the optimal decision of retailers in different retail channels.Finally the paper compares and analyzes the best channel selection between retailers and manufacturers,and also coordinates the supply chain.The study results show that the coefficient of consumer risk aversion is a monotonically decreasing function of retailer's optimal pricing,wholesale price and profit;when the retailer chooses dual retail channels,the retail price in physical stores decreases,and the e-commerce retail price increases,but the retail price in physical stores is higher than the e-commerce retail price;the optimal channel structure of the retailer is the dual-channel retail structure,but whether the choice can be agreed with the manufacturer also depends on the threshold value of the system parameters;retailers and manufacturers can solve the problem of inconsistent choice of optimal channel and realize supply chain coordination through wholesale price and compensation combination contract.
作者
曾丽华
王健
Zeng Lihua;Wang Jian(School of Economics and Management,Fuzhou University,Fuzhou 350108,China)
出处
《统计与决策》
CSSCI
北大核心
2020年第4期163-167,共5页
Statistics & Decision
基金
国家社会科学基金资助项目(18BGL018)。
关键词
双渠道供应链
零售商渠道决策
风险规避行为
消费者
dual-channel supply chain
retailer channel decision
risk-averse behavior
consumer
