大型零售商对周边小零售商动态调货策略研究

The Dynamic Coordinate Transshipment Strategy between Large-scale Retailer and the Around Small Retailers

综合考虑销售期的大型零售商和小型零售商销售特征,基于大小型零售商阶段性调货时所得收益函数,建立大型零售商与周边小型零售商多阶段动态协调调货模型。模型分析得出:调货前期各零售商的销售信息更新对其最优调货价格和调货量均有影响,且零售商间动态协调调货行为存在纯纳什均衡。数值分析表明:协调调货行为将降低零售商销售风险,增加其期望收益,而协调调货量与调货价格并不具有线性关系。

Considering the marketing traits of large - scale retailer and the around small retailers in - season period, this paper constructs the multi - periods dynamic coordinate transshipment model of large - scale retailer and the around small retailers in decentralized system based on the profit function after the transshipment. Results show that the demand information updating has influence on the optimal transshipment price and quantities. There is dynamic pure Nash equilibrium on the transshipment behavior. The numerical finding shows that the transshipment behavior will decrease the large -scale retailer＇s marketing risk and increase the expected profits. The transshipment price and quantities in the equilibrium arent linear correlation.