多渠道供应链下易逝品定价策略研究

Pricing Strategy of Perishable Products in a Multi-Channel Supply Chain

文章基于多渠道的易逝品供应链,考虑短视型和策略型消费者并存的情形及易逝品的销售特征,构建了多渠道两阶段的易逝品供应链结构,通过分析两类消费者的购买决策,得到各渠道下的需求函数;分别建立分散式和集中式供应链决策下制造商和零售商的定价策略模型,并利用逆向归纳法求解得到了各渠道的最优定价以及最大利润,最后对模型进行了数值模拟和参数分析,揭示了其管理学含义。研究发现:在分散式决策下,随着策略型消费者占比的增大,各渠道两阶段的最优定价均增大,制造商的最大利润减小,零售商的最大利润增大,供应链总利润减小;而集中式决策下的最优定价均减小,制造商的最大利润增大,零售商的最大利润减小,供应链总利润减小。随着产品单位成本的增大,分散式和集中式决策下的最优定价均减小,制造商最大利润减小,零售商的最大利润增大,供应链总利润减小。

Based on the multi-channel perishable goods supply chain,considering the coexistence of short-sighted and strategic consumers and the characteristics of perishable goods,this paper constructs a multi-channel and two-stage perishable goods supply chain structure.By analyzing the purchase decisions of the two types of consumers,the demand function of each channel is obtained,and the pricing policies of manufacturers and retailers under the decentralized and centralized supply chain decisions are established respectively.The optimal pricing and maximum profit of each channel are obtained by using the reverse induction method.Finally,the numerical simulation and parameter analysis of the model are carried out to reveal its management meaning.The results show that:in decentralized decision-making,with the increase of the proportion of strategic consumers,the optimal pricing in two stages of each channel increases,the maximum profit of manufacturers decreases,the maximum profit of retailers increases,and the total profit of supply chain decreases;in centralized decision,the optimal pricing decreases,the maximum profit of manufacturers increases,the maximum profit of retailers decreases,and the total profit of supply chain decreases.With the increase of product unit cost,the optimal pricing under decentralized and centralized decisions decreases,the maximum profit of manufacturer decreases,the maximum profit of retailer increases,and the total profit of supply chain decreases.