摘要
针对零售商竞争型供应链结构中网络零售商的线下市场进入策略及产品定价问题,构建由单个制造商、单个传统零售商和单个网络零售商组成的供应链博弈模型,通过比较网络零售商是否开通线下渠道两种渠道策略下的最优定价和成员利润,分析了网络零售商开通线下渠道对供应链最优决策的影响.研究表明:网络零售商开通线下渠道情形下,随着网络零售商线下市场份额占比的增加,传统零售商利润减少,制造商利润增加,而网络零售商利润先增再减,存在极大值点.网络零售商、制造商和供应链的利润都会因为网络零售商线下渠道的开设而得到优化,当网络零售商线下市场份额占比低于特定阈值时,网络零售商新增线下渠道也将使得传统零售商获利更大,此时供应链中所有成员的利润都将得到优化.
This paper analyzes the offline market entry strategy and product pricing for the online retailer in the context of retailers competitive dual-channel supply chains,which consist of a manufacturer,a traditional retailer and an online retailer.Considering the retailer price competition factor,two benchmark models for the online retailer to open offline channel are established,respectively.Moreover,the impact of the online retailer opening an offline channel on supply chain optimal decision-making are analyzed,by comparing the optimal pricing and member profits in both scenarios.The results show that,if the online retailer opens an offline channel,as the online retailer’s offline market share increases,the traditional retailer’s profits decreases the manufacturer’s profits increases while the online retailer’s profits increases first and then decreases;that is,there exits a maximum profit point.The profits of the online retailer,the manufacturer and the supply chain can be optimized if the online retailer opens an offline channel.At the same time,when the online retailer’s offline market share is below a certain threshold,the online retailer opens an offline channel will enable traditional retailer to make more profit and optimize the profits of all members in the supply chain.
作者
梁喜
梁伦海
Liang Xi;Liang Lunhai(School of Economics and Management,Chongqing Jiaotong University,Chongqing 400074,China)
出处
《系统工程学报》
CSCD
北大核心
2021年第1期30-44,共15页
Journal of Systems Engineering
基金
重庆市教委科学技术研究资助项目(KJ1500521).
