考虑参照价格效应的双渠道供应链协调机制设计

Coordination mechanism of dual-channel supply chains considering reference price effect

考虑参照价格效应对双渠道供应链运作的影响,构建制造商和实体店间的Stackelberg博弈模型,探讨参照价格效应影响实体店销售价格和网店直销价格的机理,并在此基础上设计一个改善供应链运作的协调机制.研究结果表明:与集中决策模式相比,分散决策模式下的供应链整体利润水平会降低;参照价格效应的存在能够缓解渠道间价格的竞争程度,提升供应链的运作效率;合理设计的两部定价契约能够作为协调双渠道供应链的有效机制.

Considering the effect of a dominated manufacturer selling its products through a brick-and-mortar shop and its own online channel, this paper develops a non-cooperative game model to examine how the reference price effect affects the online retail price and traditional retail price, and designs a contract to coordinate the whole supply chain.The results show that, compared with the centralized setting, the profit of the whole supply chain decreases under the decentralized setting. The reference price effect can reduce channel price conflict, and improve the operation efficiency of supply chain. Finally, a well-designed two-part tariff contract can coordinate the dual-channel supply chain perfectly.