基于多渠道供应链博弈的线上价格策略

对一个开辟线上直销渠道的制造商和一个双渠道零售商组成的供应链系统,考虑线下渠道促销努力及消费者搭便车行为,在零售商主导的Stackelberg博弈下,就线上价格是否一致,研究了各渠道的定价策略。结果表明:当制造商线上渠道基本市场份额较大时,对制造商和零售商来说,线上价格不一致是最优策略。当制造商线上渠道基本市场份额较小时,双方都倾向拥有线上价格的决定权;并且当制造商承担部分促销成本时,零售商能接受制造商决定线上价格。

Online Price Strategy Based on Multi-Channel Supply Chain Game

For the supply chain composed of an opening online channel manufacturer and a dual-channel retailer, considering the sales efforts of offline stores and the free-riding behavior of consumers, the pricing strategy is studied with the retailer-dominated Stackelberg game in the condition whether the online price is consistent. The results show that online price inconsistency is the best strategy for manufacturers and retailers when the basic market share of manufacturer’s online channels is large. When it’s small, both sides tend to have the online price decision, meanwhile, the retailer can accept the manufacturer to determine the online price if the manufacturer assumes part of the sales cost.