基于冲突图模型的混合渠道供应链两阶段定价模型

Two-stage Pricing Model of Hybrid Channel Supply Chain Based on Graph Model for Conflict Resolution

为弥补经典博弈定价模型在战略分析层面的不足,提出了基于冲突图模型的混合渠道供应链两阶段定价模型,分析了不同销售策略对渠道定价、渠道利润及供应链利润的影响。首先从战略层面构建了基于冲突图模型的混合渠道价格图模型,通过稳定性分析得到三种市场均衡定价方案,该方案能够帮助各渠道制定满意的销售策略。然后在此基础上,重点分析捆绑销售、服务努力及广告营销对需求函数及利润函数的影响,分别构建了三种方案的主从定价模型,利用逆向归纳法求得模型最优解。最后,分析销售策略参数对市场最优定价方案的影响。最优定价方案能够帮助各渠道制定最优的销售策略及具体定价以实现市场最优。研究表明:各分销渠道可以通过采取不同的销售策略来获得更高的收益以避免低价竞争,也可以通过调整相应的市场销售策略参数来改变定价与策略以实现自己的目标收益。

A two-stage pricing model of hybrid channel supply chain based on graph model for conflict resolution was proposed to offset the shortcomings of classical pricing-game model at the strategic analysis level. Firstly,a price graph model of smartphone market based on graph model for conflict resolution was constructed,and then with stability analysis,three equilibrium schemes of selling strategies were obtained. Next, considering the impact of bundled sales, service efforts and advertising on demand function and profit function, sequential pricing-game models were respectively constructed under each equilibrium scheme,and the optimal solutions with the use of backward induction were achieved? Finally, how the optimal pricing scheme of the market was affected by selling strategy parameters was analyzed, and some conclusions were drawn by comparison. By adopting selling strategies, distribution channels can make higher profits and increase the profit of the whole supply chain. Additionally, channels can adjust the cost of bundling,service efforts or advertising to change the optimal scheme,so as to adjust the price and meet their profit target.