规模不经济下基于一致定价和促销努力的双渠道供应链协调策略

Dual Channel Supply Chain Coordination Strategy Based on Uniform Pricing and Promotion

在制造商存在规模不经济环境下,分别针对集中决策模式和分散决策模式,建立了基于一致定价和促销努力的双渠道供应链协调策略模型,分析了规模不经济和服务负溢出效应对供应链运营决策的影响,得到了集中和分散决策下各企业最优运作策略和收益。研究指出,规模不经济的双渠道供应链在分散决策批发价契约下无法实现供应链协调;而分散决策网络渠道收益共享契约能够实现双渠道总收益等于集中决策模式下供应链收益,但无法保证各主体始终获得高于批发价合同下的收益;进一步,设计了带有固定补偿的网络渠道收益共享契约,通过对固定补偿值的有效设计,不仅可以保证双渠道总收益等于集中决策模式下供应链收益,且可以始终保证各主体收益不低于分散决策批发价契约下其所得收益,从而实现各主体利益双赢以及供应链的有效协调。

A dual-channel supply chain coordination strategy model based on uniform pricing and promotional effort is established under the diseconomies of scale condition.Through the analysis of the model,the retailer and manufacturer’s optimal operation strategies are given under the centralized and decentralized decision model.It is showed that the wholesale price contract can’t coordinate the supply chain under the manufacturer’s diseconomies of scale condition.Although the revenue sharing contract can coordinate the supply chain,but can’t ensure that the profit of retailer and manufacturer is always higher than that in the decentralized wholesale price contract condition.Furthermore,the revenue sharing contract with fixed compensation not only can ensure that the total profit is equal to the profit of the centralized condition,but also guarantee the profit of the two partners higher than the decentralized wholesale price contract condition.Finally,in order to satisfy the principle of fairness and rationality,the Nash consultation theory is used to give the optimal compensation amount of supply chain under different bargaining power.