制造商统一定价下的双渠道供应链服务决策

Service Strategy in Dual-Channel Supply Chain under Manufacturers' Uniform Pricing

双渠道供应链由零售商控制的线下零售渠道和制造商控制的线上销售渠道构成,产品的销售价格由处于强势地位的制造商确定,制造商和零售商分别以自身利益最大化为目标进行独立决策并实施服务差异化策略。在集中式双渠道供应链中,如果制造商采用线上线下不同价的定价策略,消费者对渠道的偏好程度不会影响制造商的定价策略和服务策略。在分散式双渠道供应链中,渠道控制较强的制造商为避免线上线下同品不同价给企业带来的消极影响,制造商制定销售价格后,零售商的线下销售价格只能服从制造商的价格安排,但双方可从服务方面进行差异化经营,产品的销售价格、线上服务水平和线下服务水平将随着消费者对线上渠道接受程度的提高而提高。当市场上多数消费者接受网络购物时,制造商可以通过提高销售价格或提高线上服务水平的方式获得更高利润;当市场上消费者倾向于传统购物渠道时,制造商将会降低销售价格和线上服务水平,零售商也将调低线下服务水平。制造商确定的销售价格和批发价格对零售商服务水平的影响是相反的;线下服务水平将随着销售价格的提高而提高,随着批发价格的提高而降低。

Dual-channel supply chain consists of off-line retail channel and on-line selling channel ,which is controlled byretailers and manufacturers respectively;and the price is determined by the powerful manufacturers. Taking self- interestmaximization as the target, manufacturers and retailers make their own independent decisions and implement servicedifferentiation strategy. In centralized dual- channel supply chain,if the manufacturers set different price for on- and off- lineproduct,the consumers＇ channel preferences will have no impact on manufacturers＇ pricing and service strategy. While in thedecentralized one,in order to avoid the negative impact brought by different price of on- and off-line product,after setting theprice,manufacturers with stronger power in controlling the channel require the retailers to sell the product at the set price;butthey can implement service differentiation strategy. When there are more consumers accept on-line shopping,the manufacturerswill hunt for higher profit margin by increasing price or improving on- line service level;when the consumers prefer thetraditional channel,the manufacturers will reduce the price and on-line service level. The impact of price set by manufacturers onretailers＇ service level is negative;the off-line service level will be improved with the increasing of price and lowered with thedecreasing of wholesale price.