线上线下双渠道供应链定价策略研究——基于交货期敏感对价格影响的零售商双渠道定价分析

The Research of Dual-Channel Supply Chain Pricing Strategy on online and offline——The Analysis of Retailers’ Dual-Channel Pricing Based on The Impact of Lead-Time Sensitivity on Price

随着经济的发展,移动互联网融入到人们的生活,促进了商家服务水平的改进与物流配送技术的发展。同时消费者对购买渠道的选择倾向由单一的传统零售渠道转向网络在线渠道直至线上线下的体验消费。基于此,本文在单一制造商与单一零售商组成的两级双渠道供应链系统中,建立了基于价格与交货期敏感的零售商双渠道供应链需求模型。研究结果表明:零售商在线渠道价格会随着交货时间的延长而降低。如果因交货时间增加而导致销售需求损失时,则总的最佳交货时间将减少。最后为保证各渠道的正向需求,本文给出了线上线下双渠道供应链产品渠道偏好的范围。

with the development of economy, mobile Internet has been integrated into people’s life, which has promoted the improvement of merchants’ service level and the development of logistics distribution technology. At the same time, consumers tend to choose purchase channels from a single traditional retail channel to online channels to online and offline experience consumption. Based on this, a two-stage dual-channel supply chain system consisting of a single manufacturer and a single retailer is proposed in this paper. The results show that retailers’ online channel prices will decrease with the extension of delivery time. If there is a loss of sales demand due to an increase in delivery time, the total optimal delivery time will be reduced. Finally, in order to ensure the positive demand of each channel, this paper gives the scope of product channel preference of online and offline dual-channel supply chain.