竞争环境下双渠道供应链的决策与协调研究

摘要

基于收益共享契约协调的二级供应链, 在考虑市场竞争环境中需求转移为非线性的情况下,探讨供应商增加直销渠道的条件,并研究双渠道供应链中供应商在直销渠道上的最优定价,总的最优生产量及零售商的最优订货量,研究表明,在一定直销渠道建设成本范围内,供应商加入直销渠道会增加供应商以及供应链的总期望收益,但会减小零售商的期望收益.文中通过解析和数值分析指出,供应商采用网络收益共享契约可以减小零售渠道与直销渠道的冲突,提高系统收益,实现双渠道供应链的协调.%In a coordinated supply chain composed of a supplier and a retailer with revenue sharing contract, the switching fraction of demand is nonlinear in competitive environment.This paper identifies the condition under which supplier opens up a direct channel when the product is substituted.The optimal price on direct channel, the optimal quantity of production for supplier and the optimal quantity of order for retailer in dual channel supply chain are investigated.The analysis suggests that adding a direct channel will increase profit of supplier and supply chain when the cost of construction is in some boundary.However, it will decrease the retailer' s profit.The case and numerical analysis show that a revenue sharing contract of direct channel can be proposed to decrease channel conflict, improve the whole system's profit and coordinate the supply chain.