基于制造商建议零售价的供应链定价策略

Pricingstrategy of Supply Chain Based on Manufacturer's Suggested Retail Price

为了阐述制造商建议零售价格对供应链定价策略的影响,以其作为消费者的参照价格,引入到供应链系统中。采用博弈论的方法进行研究,结果表明:当制造商建议零售价格较低时,零售商将采用最低参照价格策略,当制造商建议零售价格较高时,零售商将采用最高参照价格策略,当制造商建议零售价格介于两者之间时,零售商将采用价格保持策略。在此基础上,研究了相关参数对上述三种策略的影响,以及三种策略之间的差异。不仅指出最低参照价格策略或者最高参照价格策略都有可能使制造商的收益最大化,还给出了选择的条件。最后,用数值分析比较了不同策略下的供应链系统收益,指出在最高参照价格策略下的系统收益是最优的。相关结论为制造商建议零售价格制定提供了理论依据。

The manufacturer＇s suggested retail price as consumer＇s reference price is introduced into the sup-ply chain system for describing its effects on pricing strategic of supply chain. This system is studied bygame theory and it is found that while the manufacturer＇s suggested retail price is low, the retailer will of-fer a lowest reference price strategy; while the manufacturer＇s suggested retail price is high, the retailerwill offer a highest reference price strategy; while the manufacturer＇s suggested retail price is medium, theretailer will offer a resale price maintenance strategy. Based on these, the effects of the relevant parame-ters,, on the three strategies, as well as the differences among them, are analyzed. The results indicate that..both the lowest or highest reference price strategy could maximize the manufacturer＇s profit, the conditionof choice is also given. Finally, the profits of supply chain system under different strategies are comparedby numerical analysis, the results showed that the profits of system with the highest reference price strate-gy is optimal. The conclusions of this paper offer a theoretical reference for the decision of manufacturer＇ssuggested retail price.