零售商开辟二级市场下双渠道供应链定价决策

Pricing decision in dual-channel supply chain with retailer's secondary market

提出零售商在一级市场的基础上开辟二级市场.在渠道潜在需求不变的假定条件下,建立了双渠道供应链定价决策模型.针对零售商未开辟二级市场和开辟二级市场两种情形,求解出零售商和制造商的最优定价.研究发现,零售商开辟二级市场后,集中式决策模式下的供应链系统利润、Stackelberg博弈分散式决策模式下的零售商利润和制造商利润均高于未开辟二级市场的情形.因此,零售商开辟二级市场将提升双渠道供应链绩效.

An idea that the retailer should open secondary market following his primary market is proposed. The pricing decision models in a dual-channel supply chain are developed on the assumption that the dual- channel＇s potential demands keep same, then the retailer＇s and the manufacturer＇s optimal prices are obtained for two settings that the retailer doesn＇t open secondary market and opens secondary market. The conclusion implies that both the optimal system profit of the supply chain under centralized decision, and each channel＇s optimal profit under Stackelberg decentralized decision increase with the secondary market opening. Thus, it conduces to improve the performance of the supply chain when the retailer opens secondary market.