不同融资模式下考虑消费者偏好的双渠道供应链订货与定价策略

Ordering and Pricing Strategiesby Considering Consumer Preferences under Different Financing Modes in Dual Channel Supply Chain

考虑品牌偏好型与实体忠诚型两类消费者偏好,构建了零售商内部、混合、外部三种融资模式下双渠道供应链订货与定价策略模型,采用博弈论与两阶段优化技术得到三种融资模式下最优订货与定价策略,并分析了消费者偏好与不同融资模式对供应链订货与定价策略的影响。研究发现:品牌偏好型消费者对网络渠道的偏好会影响供应链成员决策与现金流收益,品牌制造商与零售商集中决策时供应链总现金流大于分散决策时供应链的总现金流,零售商混合融资模式可以提高渠道的订货量,降低渠道价格,减少双渠道供应链双重边际化效应,实现供应链成员与消费者共赢,并且品牌制造商有动机通过银行贷款来满足零售商的融资需要。

Considering two types of consumers, namely, brand preferences consumers and entity loyal consumers, building ordering and pricing strategies models under three different financing modes in dual channel supply chain and optimal ordering and pricing strategies are obtained by using game theory and two-stage optimization techniques, studying the influence of consumers~ preference and different financing modes on supply chain decisions. Research shows that consumers with brand preferences prefer to Internet channel may affect the supply chain members＇ decisions and cash flow income, the total cash flow of supply chain obtained by centralized decision making is more than the decentralized decision making, the mixed financing mode of retailer can improve the order quantities and reduce the channels＇ price, thus reduce the double marginalization of dual Channel supply chain, realizing win-win between supply chain members and consumers, in addition manufacturer has a motivation to loan from bank to meet the needs of the retailer＇s financing.