需求不确定的双渠道供应链定价策略

摘要

A supply chain composed of a manufacturer and a retailer is considered. This supply chain has two channels and its demands are subject to uncertainty in both channels. For such a supply chain, a model is built for pricing decision and coordination of the supply chain. With this model, analysis results show that the online price, wholesale price, and the retail price are influenced by consumer' s channel preference coefficient, demand uncertainty, and marginal cost of production. Also, comparative analysis is carried out between decentralized and centralized decision making modes. Then, a contract is presented for channel conflict remitting and profit sharing. Rational range of wholesale price is obtained. In the obtained wholesale price range, the lower the wholesale price is, the larger range of transfer payment the retailer presents to the manufacturer.%为了研究在需求不确定的环境下,双渠道供应链中制造商和零售商的定价策略和协调机制,建立了制造商主导型双渠道供应链的决策模型,同时考虑直销和传统2个渠道的需求不确定性.结果表明:消费者渠道偏好系数、渠道需求不确定性以及边际生产成本等变量对直销渠道价格、批发价格与传统渠道价格等定价策略具有确定影响关系.最后对比分析了分散式决策和集中式决策模式,提出一个使制造商和零售商缓解渠道冲突、实现共赢的二部线性契约,得到双方合作共赢的批发价格合理区间,并证明在合理区间内,合作批发价格越低,零售商向制造商提供的转移支付的可调整范围越大.