信息不对称下双渠道定价与质量信息披露研究

The Dual-channel Pricing Decision-making and Quality Information Disclosure under the Information Asymmetry

探讨了质量信息不对称下制造商与零售商联合披露、制造商披露以及零售商披露3种披露方式下的双渠道定价策略,得到不同披露方式下的质量信息披露条件。结果表明:3种披露方式下的质量信息披露阈值都与披露成本、交叉价格弹性、渠道的潜在需求量相关,且披露成本越大,质量披露的动机就越小。同时借助于数值分析发现,当产品质量较低或较高时,零售商披露方式最优;当产品质量中等时,制造商披露要相对优于零售商披露,但只有联合披露可以使双渠道供应链系统达到最优状态。

Under the information a symmetry of product quality,this paper discusses three quality information disclosure strategies： joint disclosure between the manufacturer and retailer,manufacturer disclosure and retailer disclosure and the pricing strategy of the dual channel. And the conditions to disclose the product quality under different quality information disclosure strategies are analyzed. Our conclusions show that the quality disclosure threshold under three disclosure formats related to disclosure cost,potential demand and the cross price elasticity,and the higher disclosure cost,the less motivation to disclosure quality. Finally,by using the numerical analysis,the obtained results show that when the product quality is low or high,it is better to adopt retailer disclosure; when product quality is medium,manufacturer disclosure is relatively better than retailer disclosure,but joint disclosure can make dual channel supply chain system reach the optimal state.