考虑交叉销售的双渠道供应链定价策略研究

摘要

为探讨交叉销售对双渠道供应链决策的影响规律,本文构建了不考虑交叉销售及考虑交叉销售两种情形下由一个制造商和一个零售商组成的双渠道供应链的定价决策模型.通过对模型求解和比较分析,研究表明:由网络直销渠道到传统零售渠道的交叉销售效应较大时,制造商相比不考虑交叉销售情形会降低在直销渠道的售价,并提高在零售渠道的批发价,反之,制造商则会提高在直销渠道的售价并降低在零售渠道的批发价,当两渠道之间交叉销售效应相同时不会对制造商定价产生影响;若由直销渠道到零售渠道的交叉销售效应不小于由零售渠道到直销渠道的交叉销售效应,零售商定价相比不考虑交叉销售情形会较高,且交叉销售效应使零售商利润增加.%In order to discuss the influence of cross-selling on dual-channel supply chain, this paper designs a pricing deci-sion model of dual-channel supply chain, which composed of a manufacturer and a retailer.This kind of dual-channel supply chain is controlled by cross-selling or no cross-selling.Through the solution and comparative analysis to the model, some researches are as follows.When the cross-selling effect of the network direct channel to the traditional retail channel is larger, the manufacturer will reduce the price of the direct channel and increase the wholesale price of the retail channel.On the contrary, the manufacturer will increase the price of direct channel and reduce the wholesale price of retail channel.When the cross-selling effect between the two channels is consistent, there will be no influence on manufacturer's price.If the crossing-selling effect of the direct channel to the retail channel is not less than the retail channel to the direct channel, the retailer's price will not be influenced by the cross-selling, and it can also increase retailer profits.