促销努力竞争情形下双渠道供应链协调策略

摘要

The supply chain coordination with promotional effort-dependent demand is studied.The cen-tralized supply chain model and the decentralized supply chain model are respectively built.It is found that the wholesale price contract cannot coordinate the dual-channel supply chain while the modified wholesale price contract can.Then, the impacts of the manufacturer′s promotional effort coefficient, the retailer′s promotional effort coefficient and the customers′preference for direct channel on the supply chain perform-ance are investigated, and some numerical example and corresponding managerial meaning given.%研究需求依赖于促销努力水平下的供应链优化协调问题。分别建立了集中式供应链和分散式供应链两种模型，在分散式模型中，发现批发价格契约不能协调该双渠道供应链，而改进的批发价格契约可以协调该双渠道供应链。然后分别研究了制造商促销努力系数、零售商促销努力系数，以及顾客对直销渠道的接受度对供应链绩效的影响，并且进行了相关的算例分析，给出相应的管理意义。