考虑服务水平的供应链产品定价非合作博弈方法研究

Research on Products Pricing Non-cooperative Game Methods of Supply Chain Considering Service Level

在两个竞争性制造商与一个传统零售商组成的供应链中,基于品牌竞争与渠道服务水平,构建需求函数,研究集中式与分散式决策模型下供应链系统及其各成员的利润,讨论产品感知价值、服务水平等对供应链成员利润的影响。结果发现:当产品的生产成本不同时,渠道服务水平对供应链及各成员利润产生的影响不同;引入渠道服务水平系数后,无论是供应链系统还是供应链成员的利润都有显著增加;提升弱势制造商的产品感知价值对强势制造商具有积极影响。

In the supply chain consisting of two competitive manufacturers and a traditional retailer, consumer utility and demand functions are established based on brand competition and channel service level. And introducing the channel service level coefficient, the thesis studies the profits of the supply chain system and its members under the centralized and decentralized decision-making model,discusses the impact of products perceived value and service level on the profits of supply chain members. The results show that when the production costsare different, the channel service level has different effects on the profits of each member of the supply chain;after introducing the channel service level coefficient, the profits will be increased significantly in both the supply chain system and the supply chain members, and they increases as the service level increases, increasing the perceived value of the weak manufacturer’s products has a positive impact on the strong manufacturer.