电子商务环境下多渠道供应链的Stackelberg博弈

Stackelberg Game for Multi- channel Supply Chain under E-commerce

针对电子商务环境下多渠道并存的销售模式,研究基于联合博弈和Stackelberg博弈两种不同决策模式的多渠道供应链定价策略。文中考虑到需求具有价格敏感性的特征,通过构建以制造商为主方,且集传统零售、零售商网络平台零售与制造商网络直销渠道于一体的多渠道供应链模型,分析了不同决策下各渠道的销售价格与总利润的变化情况。研究表明:联合博弈决策下多渠道供应链的总利润优于Stackelberg博弈决策下的总利润,即该多渠道供应链上下游成员可通过联合定价获得最优利润。

Base on the sales model of coexist multi- channel under e- commerce,this paper investigates the difference of pricing strategy for multi- channel between cooperation game and the Stackelberg game. Considering the demand with price sensitivity,by establishing a multi- channel supply chain model with traditional retail channel,the third party network retail channel and manufacturer＇s network direct marketing channels,the manufacturer is the leader in the model. And analyzes the changes of the sales price and total profits under different strategic decision. The study shows that the total profits under cooperation game is superior to the total profits under Stackelberg game. That is,the upstream and downstream members of multi- channel supply chain can get the optimal profit through cooperation pricing strategy.