异质消费者行为模式下的双渠道供应链系统协调与优化

Dual-Channel Supply Chain Coordination and Optimization with Heterogeneous Consumer Behavior

以1个制造商和1个零售商组成的二级、双渠道供应链系统为研究对象,研究当目标市场中潜在顾客的购买决策存在包括"有限理性"、渠道忠诚在内的多种行为模式时,供应链系统的最优定价策略。为了研究复杂的消费者行为,采取了基于多智能体建模与仿真的方法,通过计算机仿真实现系统分析和优化。仿真结果表明,无视市场上个性化的消费者行为,必然导致决策者的利润流失。进一步分析指出,收益共享机制能够实现协调供应链渠道之间冲突,并实现双赢。研究结论还包括分散决策情景下,制造商占据博弈主导地位对双方而言都是有利的;博弈主导方可以通过信息不对称而获利等。

This paper studies a two-echelon dual-channel supply chain system in which a manufacturer sells a single product to customers through its owned online channel and an independent retailer. In the market, potential customers make their own purchasing decision according to product price on each channel, their preference for each channel--loyalty, and degree of rationality in decision-making process, etc. The main purpose is to analyze how these individuals influence the pricing strategies of supply chain members. Due to complexity of the problem, we use an agent-based modeling approach. The simulation results show that profits of both sides may decrease once the consumer behavior is neglected. The profit sharing mechanism is valid for the coordination of channel conflict. Moreover, the results imply that the manufacturer acting as the leader in Stackelberg game is a better option for the retailer, and the dominant player in the game benefits from information asymmetry.