基于营销努力的双渠道供应链批发价格制定模式选择

Wholesale Pricing Scheme Decision in Dual-channel Supply Chain with Marketing Effort

目前,双渠道供应链批发价格的制定主要包括制造商单独制定、以零售商零售价格为基准制定、以制造商直销价格为基准制定三种模式。基于双渠道供应链博弈模型,探讨各批发价格制定模式下渠道成员营销努力对渠道最优定价的影响发现,销售渠道营销投入对渠道定价有影响。在制造商单独制定批发价格和以零售商零售价格为基准制定批发价格模式下,制造商和零售商营销努力的增加会提高直销价格和零售价格;在以制造商直销价格为基准制定批发价格模式下,制造商营销努力的增加同样会提高直销价格和零售价格,但零售商营销努力对渠道定价的影响在零售渠道营销投入较高时是双向的,即对零售渠道定价有正向作用,对网络渠道定价有负向作用。三种批发价格制定模式下,营销努力对对方渠道定价和自身渠道定价的影响程度取决于消费者渠道偏好与当前自身营销努力程度,当消费者网络(零售)渠道偏好度和制造商(零售商)当前营销努力程度均较低时,制造商(零售商)营销努力对零售(网络)渠道销售价格的影响大于对网络(零售)渠道销售价格的影响。算例分析表明,网络渠道市场份额和渠道成员营销努力对渠道成员利润和供应链利润有重要影响;零售价格是否可被观测对零售商利润对比结果影响不明显,对制造商利润和供应链利润对比结果影响较明显;批发价格制定模式选择要视网络渠道市场份额和渠道成员营销努力大小及零售价格是否可被观测而定。

At present,the wholesale price setting mode can be divided into three classes:manufacturer independent pricing,taking retail price as benchmark and taking direct selling price as benchmark.Based on dual supply chain game model,by exploring the impact of channel members’marketing effort on channel optimized pricing,the authors find that channel marketing investment has impact on channel pricing.In the light of the first two modes of wholesale price setting,the increase of manufacturers’and retailers’marketing effort will increase both direct selling price and retail price.In the light of the third mode of that,the increase of manufacturers’marketing effort will also increase both the direct selling price and retail price;but when the investment of retail channel marketing is comparatively high,retailers’marketing effort has positive impact on retail channel pricing,and negative impact on online channel pricing.In the light of all the three modes,the impact of marketing effort on the counterparty’s channel pricing and their own channel pricing will be determined by consumers’channel preference and the degree of marketing effort.When consumers’online(retail)channel preference and manufacturers’current marketing effort are both inthe low level,the impact of manufacturer’s(retailers’)marketing effort on retail(online)channel selling price will be greaterthan that on online(retail)channel selling price.Analysis of examples shows that online channel market share and channelmembers’marketing effort has important impact on the profit of channel members and supply chain;whether the retail price can be observed will not have obvious impact on the comparison among different retailers’profit,but it will have obvious impact on the comparison between manufacturer’s profit and the profit of supply chain.The choice of wholesale price setting mode will be determined by whether the online channel market share,channel members’marketing effort and retail price can be observed.