基于消费者渠道迁徙行为的双渠道供应链定价决策
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摘要
针对由一个制造商和一个传统零售商所组成的双渠道供应链系统,运用消费者效用理论建立了带有消费者渠道迁徙行为的双渠道需求函数,运用博弈论分析了双渠道供应链定价决策,研究了消费者渠道迁徙行为对制造商和传统零售商定价和利润的影响。研究表明,消费者渠道迁徙行为将降低制造商和传统零售商的定价和利润,加剧双渠道之间的竞争,为此,进一步设计了协调机制使双渠道供应链成员达到双赢。
Based on the coexistence of a manufacturer and a traditional retailer of dual-channel supply chain system, this paper develops the demand function of dual channel based on the consumer utility theory with consumer channel migration behavior, analyzes the pricing decision of the dual-channel supply chain by using the game theory, and studies the effect of the option for consumers to channel migration on manufacturer and traditional retailer pricing strategies and profits. It is shown that the option for consumers to channel migration intensifies competition, reducing the profits for manufacturer and traditional retailer. With regards to this, a coordination mechanism is designed to enable dual-channel supply chain members to achieve a win-win situation.
Based on the coexistence of a manufacturer and a traditional retailer of dual-channel supply chain system, this paper develops the demand function of dual channel based on the consumer utility theory with consumer channel migration behavior, analyzes the pricing decision of the dual-channel supply chain by using the game theory, and studies the effect of the option for consumers to channel migration on manufacturer and traditional retailer pricing strategies and profits. It is shown that the option for consumers to channel migration intensifies competition, reducing the profits for manufacturer and traditional retailer. With regards to this, a coordination mechanism is designed to enable dual-channel supply chain members to achieve a win-win situation.
引文
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[9] Pei Z, Yan R. National advertising, dual-channel coordination and firm performance[J]. Journal of Retailing and Consumer Services, 2013, 20(2): 218-224.
[10] Xiao T J, Choi T M, Cheng T C E. Product variety and channel structure strategy for a Retailer-Stackelberg supply chain[J]. European Journal of Operational Research, 2014, 233(1): 114-124.
[11] 郭亚军, 曲道钢, 赵礼强. 基于电子市场的混合分销渠道定价策略研究[J]. 系统工程学报, 2008, 23(5): 570-576.
[12] 陈远高, 刘南. 存在差异性产品的双渠道供应链协调研究[J]. 管理工程学报, 2011, 25(2): 239-244.
[13] 范小军, 刘虎沉. 基于消费者在线渠道接受差异的双渠道定价策略[J]. 系统管理学报, 2015, 24(3): 413-420.
[14] 罗美玲, 李刚, 孙林岩. 具有服务溢出效应的双渠道供应链竞争[J]. 系统管理学报, 2011, 20(6): 648-657.
[15] 艾兴政, 马建华, 陈忠, 等. 服务搭便车的电子渠道与传统渠道协调机制[J]. 系统工程学报, 2011, 26(4): 507-514.
[16] 罗美玲, 李刚, 张文杰. 双渠道供应链中双向搭便车竞争[J]. 系统管理学报, 2014, 23(6): 314-323.
[17] Xing D H, Liu T M. Sales effort free riding and coordination with price match and channel rebate [J]. European Journal of Operational Research, 2012, 219(2): 264-271.
[18] 丁正平, 刘业政. 存在搭便车时双渠道供应链的收益共享契约[J]. 系统工程学报,2013, 28(3): 370-376.
[19] Balakrishnan A, Sundaresan S, Zhang B. Browse and switch: Retail-online competition under value uncertainty [J]. Production and Operations Management, 2014, 23(7): 1129-1145.
[2] Kauffman R J, Lee D, Lee J. A hybrid firms pricing strategy in electronic commerce under channel migration [J]. International Journal of Electronic Commerce, 2009, 14(1): 11-54.
[3] Chiu H C, Hsieh Y C, Roan J S, et al. The challenge for multichannel services: Cross-channel free-riding behavior[J]. Electronic Commerce Research and Applications, 2011, 10(2): 268-277.
[4] Chatham B, Temkin B D, Backer E. Web site analytics go cross-channel [R]. Forrester Research Inc., Cambridge, MA, 2004.
[5] Gupta A, Su B, Walter Z. An empirical study of consumer switching from traditional to electronic channels: A purchase decision process perspective [J]. International Journal of Electronic Commerce, 2004, 8(3): 131-161.
[6] Chiang W K, Chhajed D, Hess J D. Direct marketing, indirect profits: A strategic analysis of dual-channel supply-chain design [J]. Management Science, 2003, 49(1): 1-20.
[7] Arya A, Mittendorf B, Sappington D E M. The bright side of supplier encroachment [J]. Marketing Science, 2007, 26(5):651-659.
[8] Yan R L. Managing channel coordination in a multi-channel manufacturer-retailer supply chain[J]. Industrial Marketing Management, 2011, 40(1): 636-642.
[9] Pei Z, Yan R. National advertising, dual-channel coordination and firm performance[J]. Journal of Retailing and Consumer Services, 2013, 20(2): 218-224.
[10] Xiao T J, Choi T M, Cheng T C E. Product variety and channel structure strategy for a Retailer-Stackelberg supply chain[J]. European Journal of Operational Research, 2014, 233(1): 114-124.
[11] 郭亚军, 曲道钢, 赵礼强. 基于电子市场的混合分销渠道定价策略研究[J]. 系统工程学报, 2008, 23(5): 570-576.
[12] 陈远高, 刘南. 存在差异性产品的双渠道供应链协调研究[J]. 管理工程学报, 2011, 25(2): 239-244.
[13] 范小军, 刘虎沉. 基于消费者在线渠道接受差异的双渠道定价策略[J]. 系统管理学报, 2015, 24(3): 413-420.
[14] 罗美玲, 李刚, 孙林岩. 具有服务溢出效应的双渠道供应链竞争[J]. 系统管理学报, 2011, 20(6): 648-657.
[15] 艾兴政, 马建华, 陈忠, 等. 服务搭便车的电子渠道与传统渠道协调机制[J]. 系统工程学报, 2011, 26(4): 507-514.
[16] 罗美玲, 李刚, 张文杰. 双渠道供应链中双向搭便车竞争[J]. 系统管理学报, 2014, 23(6): 314-323.
[17] Xing D H, Liu T M. Sales effort free riding and coordination with price match and channel rebate [J]. European Journal of Operational Research, 2012, 219(2): 264-271.
[18] 丁正平, 刘业政. 存在搭便车时双渠道供应链的收益共享契约[J]. 系统工程学报,2013, 28(3): 370-376.
[19] Balakrishnan A, Sundaresan S, Zhang B. Browse and switch: Retail-online competition under value uncertainty [J]. Production and Operations Management, 2014, 23(7): 1129-1145.
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