考虑策略顾客的双周期双渠道供应链定价决策

Optimal pricing for two-period and dual-channel supply chain with strategic consumers

以策略型顾客为视角,讨论了作为Stackelberg博弈主导者的制造商和作为跟随者的零售商组成的双周期双渠道供应链的定价问题。引入顾客效用函数,构建了双周期双渠道模型需求函数。并在该需求函数下,制定了制造商和零售商的最优定价策略。应用算例对制造商和零售商的最优利润作了敏感性分析,并针对单周期和双周期两种情形比较了制造商和零售商利润。研究结果表明:①缩短订货提前期和提高顾客对直销渠道的认可度均会提高制造商利润,但会降低零售商利润;②制造商和零售商利润均随着顾客耐心程度的增加而降低;③只有当顾客认可度小于特定值时,制造商才会从延长销售周期中获益。

From strategic consumers'perspective,the pricing problem of two-period and dual-channel supply chain was discussed,where the manufacturer acted as a Stackelberg leader.The demand functions of two-period and dual-channel model were constructed by incorporating consumer utility functions.The optimal pricing strategies for the manufacturer and the retailer were formulated based on demand functions.The sensitivity analyses on optimal profits of manufacturer and retailer were conducted by applying a numerical example.The total supply chain profits in two-period model and single-period model were compared.The result showed that the manufacturer's profit would be increased but retailer's profit would be decreased with the shortening delivery lead time or acceptance increasing of direct channel;the profits of manufacturer and retailer would be decreased as the degree of consumer patience increased;manufacturers would benefit from extending the sales period when the acceptance of direct channel was below a certain value.