基于零售商开通网络渠道的多渠道供应链定价策略

Pricing Strategy of Multi-Channel Supply Chain Based on Retailers' Opening Online Channel

本文针对拥有网络直销渠道的制造商,考虑零售商实体渠道促销努力水平及消费者的搭便车行为,在Nash博弈和零售商主导的Stackelberg博弈下,就零售商开通网络渠道的问题进行研究。通过理论和数值分析,得到以下结论:零售商渠道地位对其开通网络渠道影响不大;开通后,制造商利润减小,当实体渠道基本市场份额较小时,零售商利润增大;零售商应根据实体渠道基本市场份额大小来决定是否开通网络渠道。

For a manufacturer with online direct sales channels,considering the entity channel sales promotion effort level and free-riding behavior of consumers,this paper studies the question of the retailers opening the online sales channel in the Nash decision-making and the retailer lead Stackelberg decentralized decision-making. Through the theoretical and numerical analysis,following conclusions are obtained. The retailer channel status has little effect on its opening network channel;after the opening,the profits of the manufacturer are reduced,and the retailers＇,profits increase when the basic entity channel market share is relatively small. According to above,retailers should better make the decision of opening the online sales channel or not according to the basic market share of the entity channel.