摘要
针对由单一风险规避的生产商和单一风险中性的零售商组成的双渠道供应链系统,基于条件风险价值准则,研究了在生产商处于主导地位、市场需求不确定以及传统销售渠道占优条件下,生产商的网上直销单位成本和风险规避程度对两方定价策略的影响。研究表明:(1)批发价格、网上直销价格、零售价格与生产商风险规避程度负相关,零售商期望收益与生产商风险规避程度正相关;高风险规避会使生产商在市场潜在需求较小时受益,在市场潜在需求较大时承受损失;另外,生产商高风险规避并不总是会对供应链产生负面效用。(2)零售商在生产商风险规避下的期望收益严格大于生产商风险中性时的情况;生产商风险规避下的批发价格、网上直销价格、零售价格严格小于风险中性时的情况。(3)网上直销单位成本的下降会降低网上直销价格,提高批发价格,生产商期望收益增加,零售商期望收益下降,此外,零售价格的变化还依赖于两渠道间的交叉价格弹性系数。
Aiming at the dual-channel supply chain system consisted by a single risk aversion manufacturer and a single risk neutral retailer which traditional sale channel dominated,based on CVaR Criterion,this paper studied the influence of manufacturer'online direct selling cost and degree of risk aversion on pricing strategy when manufacturer is in the dominant position and market demand is uncertain.The result shows:(1)Wholesale price、online direct selling price、retail price are negative correlation with degree of risk aversion and expected return is positive correlation with the degree of risk aversion;manufacturer benefits from high degree of risk aversion under small market demand and suffer loss from high degree of risk aversion under large market demand;moreover,risk aversion does not always have negative effect on supply chain.(2)Expect return of retailer under risk neutral is strictly greater than that under risk aversion,wholesale price、direct selling price and retail price under risk aversion are strictly less than those under risk neutral.(3)The reduction of online direct selling cost leads to the decrease of online direct selling price and expected returns of retailers and the increase of wholesale price and expected returns of manufacturer.Additionally,the change of retail price simultaneously depends on cross price elasticity coefficient between the two channel.
作者
张浩
胡子坤
ZHANG Hao;HU Zikun(School of Economics and Management,Huaibei Normal University,Huaibei 235000,China)
出处
《物流科技》
2022年第8期119-123,共5页
Logistics Sci-Tech
基金
安徽省哲学社会科学规划项目(AHSKQ2020D28)。
关键词
双渠道
条件风险价值
定价
需求不确定
dual-channel
condition value at risk
pricing decision
demand uncertainty
