摘要
以烟草企业为背景,构建含有两个制造商,一个零售商的双渠道模型,运用Stackelberg博弈和纳什均衡分析不同渠道组合下博弈双方的均衡价格策略和利润情况,探究烟草制造商开拓网络销售渠道的必要性和优劣所在。结论表明:含有网络销售的双渠道结构对烟草制造商来说并不是最佳策略,产品之间的替代性对制造商开设网络渠道获取的利润以及我国控烟效果有重大的影响。
According to the online selling problem of tobacco industry in china, this paper considered a supply chain system with two manufacturers and one retailer, using Stackelberg and Nash game method to analyze the equilibrium pricing strategy and profits under different channel combination. The results show that the dual channel with online selling is not the optimal strategy for tobacco manufacturer, and the product substitution has the most important impact on the revenue of the online selling for tobacco manufacturer and tobacco control in china.
出处
《科技和产业》
2014年第11期20-26,共7页
Science Technology and Industry
基金
国家自然科学基金项目(71171074
71301045)
关键词
烟草供应链
双渠道
定价
替代性
tobacco supply chain
dual channel
pricing decisions
product substitution
