双渠道供应链的库存与定价策略研究

Integrated Pricing and Inventory Analysis in Dual Channel Supply Chain

针对由传统零售渠道和网络直销渠道组成的双渠道供应链模型,考虑批发价格和传统零售价格确定情况下,同时市场需求随机且受价格影响时,对制造商在直销渠道上的最优定价和库存量决策,以及零售商在传统分销渠道上的最优订货量进行研究。通过模型分析和数值仿真说明:当需求分配比例处在一定范围内时,存在可行的直销价格。当加入直销价格不小于批发价格的约束条件后,在更小的需求分配比例范围内能够找到均衡解。且在此合理的区域内,传统零售渠道订货量减少,直销渠道库存量增大,但供应链总的销售量基本不变。零售商的期望收益有所增加,对于供应商,其来自于零售渠道的期望收益减少,来自于直销渠道的收益以及总收益增多。整个供应链的收益得到提高。

A supply chain with both direct internet and traditional marketing channels is discussed in this paper. For the traditional marketing channel, it is assumed that the wholesale and retail prices are fixed. Also, for such a supply chain, demand uncertainty is considered. The objective is to optimize the price and inventory for the direct channel as well as the order quantity for the traditional channel. A mathemati- cal model is developed for this problem. Based on this model, numerical analysis is carried out to reveal the mechanism of the supply chain. It is shown that an acceptable direct marketing price exists when the market share is in a certain range. When the direct price is not lower than the wholesale price, an equilib- rium solution can be found even if the market share is smaller. In a certain market share range, the whole sale can be made unchanged by increasing inventory for the direct channel and reducing the order quantity for the traditional channel. In this way, the expected profit increases for the retailer, while, for the suppli- er, the expected profit decreases from the retail channel, increases from direct channel with the whole profit increased. Thus, it is beneficial to the whole supply chain.