分散决策下的双渠道供应链补偿策略——基于消费者渠道选择行为

Cooperation strategies of dual channel supply chain under decentralized decision-making:Based on consumer channel choice behavior

为了有效解决由于对消费者的争夺从而引发的渠道之间关于定价、服务水平、利润等方面的冲突,基于消费者渠道选择行为,构建了网络直销市场与传统零售市场需求模型和双渠道供应链利润模型,运用Stackelberg模型,在制造商与零售商实施分决策时,通过制造商对零售商实施补偿激励前后的对比,分析了消费者渠道选择行为对网络直销渠道和传统零售渠道定价、制造商与零售商利润以及供应链总利润的影响,并求得最优定价及制造商的最优补偿额度和零售商的最优销售努力水平,进行了不同情况下的双渠道供应链利润的比较分析。结果表明,无论制造商是否实施补偿激励,都应随着网络消费者比例的增加而增加其网络直销价格;零售商的零售渠道价格应根据网络消费者比例的增加先降低到一定水平后再提升。当更多的消费者选择网络直销渠道时,制造商的补偿激励水平和零售商的销售努力程度均会下降。制造商应提高其补偿水平,进而激发零售商提高销售的努力水平,并使双方利润及供应链总利润最大化。研究结果为基于消费者选择行为的供应链补偿研究提供了新方法,对双渠道的供应链补偿研究有借鉴意义。

In order to effectively solve the conflicts between the sales channels for consumers, which lead to conflicts in pricing, service levels, profits, etc., based on consumer channel selection behavior, a network direct marketing market and traditional retail market demand model and a dual channel supply chain profit model are provided. When the manufacturer and the retailer implement the decision-making, through the comparison of the manufacturer＇s compensation incentives to the retailer, the article uses the Stackelberg model to analyze the effection on the consumer channel selection behavior, obtain the optimal pricing and the optimal compensation amount of the manufacturer and the optimal sales effort level of the retailer, and compare the profit of the dual-channel supply chain under different circumstances. Regardless of whether the manufacturer implements compensation incentives, it should increase its online direct price as the proportion of online consumers increases; the retailer＇s price should be reduced to a certain level according to the increase in the proportion of online consumers. When more consumers choose the network direct channel, the manufacturer＇s compensation incentive level and the retailer＇s sales efforts will decline. Manufacturers should increase their level of compensation, motivate retailers to increase their sales efforts and maximize the profitability of both parties and the total profit of the supply chain. The research provides a new method for supply chain compensation research based on consumer channel choice behavior, which can be used as reference for dual-channel supply chain research .