网上代销双渠道闭环供应链的定价与协调决策

Pricing and Coordination Strategy of Online Agent Selling Dual Channel Closed-loop Supply Chain

制造商在双渠道闭环供应链中开通传统零售及网上代销双渠道,其中,传统渠道零售商销售其产品,并负责回收废旧产品;而网上零售商代销其产品,并收取代销佣金。本文分析了集中决策、制造商Stackelberg博弈决策、制造商和零售商Bertrand博弈决策三种决策模式中制造商的定价策略,同时运用纳什讨价还价模型进行了协调。结果表明:在两种分散决策中,Bertrand博弈决策模式中的批发价格、传统渠道零售价格和制造商的利润最大,而网上渠道零售价格、零售商的利润和整体利润最小;相较于两种分散决策而言,集中决策中的传统渠道零售价格和整体利润最小,网上渠道零售价格最大;制造商和零售商的讨价还价能力越强,其在利益分配机制中所获得的利润就越多。

In the dual channel closed-loop supply chain,the manufacturer has opened traditional retail channel and network agent selling channel.The traditional retail channel retailer is responsible for selling products and recycling waste products;the online retailer agents for the sale and charges a commission.In this paper,the pricing strategy of the manufacturer in the three decision-making models is studied,which is the centralized decision making,the manufacturer-leading Stackelberg game,the manufacturer and the retailer＇ Bertrand game,and the Nash bargaining model is used to coordinate the results.Results show that wholesale price,traditional channel retail price and manufacturer＇ s profit are higher in two kinds of decentralized decision making,while the retail price of online channels,retailer＇s profit and the overall profit are lower in Bertrand game;compared to two kinds of decentralized decision making,centralized decisionmaking＇s traditional channel retail price and overall profit are the lowest,online channel retail price is the highest;the stronger the bargaining power of manufacturers and retailers,the more profit in the profit distribution mechanism.