摘要
近年来,学者们对制造商双渠道(制造商拥有在线渠道,零售商只拥有传统线下渠道)进行了广泛而深入的研究,对于零售商双渠道(零售商同时拥有线上渠道和传统线下渠道)却鲜有研究。通过Stackelberg博弈理论分析了零售商双渠道供应链的决策策略,给出制造商和零售商的均衡策略,并探讨了均衡解与各参数之间的关系。通过对分散式决策下和集中式决策下的供应链总体利润进行比较,得出分散决策下零售商双渠道供应链总体利润小于集中决策下零售商双渠道供应链总体利润。据此,设计3种收益共享契约。研究表明:第一种和第二种收益共享契约不能实现零售商双渠道供应链的协调,而第三种收益共享契约可以实现零售商双渠道供应链的协调,针对第三种收益共享契约给出了协调证明和数值算例分析。
In recent years, manufacturer＇ s dual-channels were retailer＇s dual-channels have not been paid much attention to. analyzed extensively and deeply by scholars, while This paper analyzed pricing dual-channels through Stackelberg game theory. Then the equilibrium solutions of prices studied the relationships between equilibrium solutions of prices and some parameters. strategies of retailer＇ s were obtained and we Conclusion shows that the total profits of supply chain in decentralized system is less than the total profits of supply chain in centralized system through comparison. On this basis, three kinds of revenue sharing contract （RSC） were designed. Result shows that the first RSC and the second RSC can＇ t coordinate the dual-channel supply, while the third RSC can coordinate the dual-channel supply chain. At last, the proof of the third RSC coordinating the dual-channel supply chain and numerical examples were given.
出处
《科技与管理》
2013年第4期45-50,共6页
Science-Technology and Management
