需求与提前期相关的双渠道协调策略研究

Research on Dual-channel Coordination Strategies When Demand is Relevant with Lead Time

提前期是影响需求的重要因素,本文侧重从提前期影响需求的角度,探讨两部定价合同、批发价格合同以及数量折扣合同对双渠道的影响与协调问题。研究表明,两部定价合同以及批发价格合同能够实现渠道协调,数量折扣合同不能实现协调。同时,两部定价合同与批发价格合同的实施效果是等价的;当存在双渠道时,数量折扣合同的使用不能够实现协调,原因在于订购批量受到双渠道竞争的影响。此外,本文讨论了提前期变化对其他参数的影响,并通过表格的分析形象地说明了不同参数受提前期变化的影响程度,从而验证了结论的正确性。

Lead time is a significant factor that influences demand. From the perspective of that, this paper discusses how such contracts as two part tariff, wholesale price contract and quantity discount contract affect dual channels. Our results show that both two part tariff and wholesale price contracts could achieve channel coordination, but quantity discount contract could not. At the same time, the implementation effect of two part tariff and wholesale price contracts is the same. When there are two channels, the reason why quantity discount contract could not achieve channel coordi-nation is that order quantity is based on the competition degree. What’ s more, this paper studies the effect of varying lead time on other parameters, and the tables visualize degree of different parameters in order to support the analysis of conclusions.