电子商务环境下制造商渠道定价及渠道协调研究

Research of Price-Making Decision and Channel Coordination in E-commerce

电子商务环境下,考虑了一个拥有传统零售商渠道的制造商,在新开通电子渠道时,为了缓解可能发生的渠道冲突,承诺将制定与零售商相同的零售价格。在此承诺下,分析了当制造商分别采取批发价格保持不变,零售价格保持不变,选择批发价格以最大化其收益等3种不同策略时,制造商、零售商与整个供应链的收益变化情况。结果表明:当制造商采取策略3时,制造商和零售商的收益都会较其它策略有所增加,一定程度上可以达到协调此供应链的目的。

In this paper, we analyze a scenario where a manufacturer with a traditional retailer opens up a direct Internet channel that is in competition with the retailer. We assume that in order to mitigate channel conflict the manufacturer commits to setting a direct channel retail price that matches the retailer＇s price in the traditional channel. Then we determine the effect of more specific pricing strategies on prices and profits of the manufacturer and the retailer. These specific strategies are. keep wholesale prices as they were before, keep retail prices as they were before, or select wholesale and retail prices that optimize profits for the manufacturer. We find that Strategy 3-the specific equal-pricing strategy that optimizes profits for the manufacturer often is also preferred by the retailer and customers （through lower prices） over the other strategies and also can partly coordinate the supply chain.