供应商定价机制与渠道协调研究

Research of pricing mechanisms and channel coordination

研究了存在单个供应商、任意多个有差异的古诺竞争零售商的确定性需求环境下 ,三种可供供应商选择的协调和非协调批发价格机制 ,并以零售商面临的基本需求、竞争激烈程度和固定成本为参数 ,对三种不同情况下各机制产生的供应商利润进行比较 .结果表明 :供应商采用协调还是非协调机制取决于具体的参数情况 ,从而在理论上将各种机制扩展应用到任意多个零售商情形 ,并通过算例得出供应商如何作出机制选择 ,以及何时才会选择一个协调契约机制 .

Three different mechanisms chosen by suppliers in the setting of one supplier and multiple retailers competing in quantity were analyzed. When comparing the profits of the supplier with adjusted parameters of base demand, competition extent and fixed cost related to retailers, it was found that whether the supplier chooses coordination mechanism depends on the concrete parameters. These mechanisms were applied in the circumstance in which the number of retailers is larger the two. The supplier could choose a mechanism among coordination and noncoordination mechanisms from the numerical study.