考虑消费者具有质量和价格偏好的双渠道供应链最优决策

Optimal Decision of Dual Channel Supply Chain with Consumer’s Quality and Price Preference

产品价格和质量是消费者永恒的关注点。虽然多渠道给消费者带来了便捷的购物途径,但是不同渠道的产品存在质量和价格分差异,消费者在购买时须面对一个渠道、价格和质量的协调选择问题。本文提出了消费者对产品质量和价格偏好的双渠道定价决策模型,并讨论了以制造商为领导者的分散决策和集中决策情形下的最优策略。比较了消费者偏好及产品质量水平对不同决策情形下的供应链决策的影响,并通过设计收益共享契约机制实现了渠道的协调并证明了其有效性。研究表明:当产品质量在一定范围内时,制造商和零售商可以获得最大利润;当消费者对质量的偏好逐渐增加时,制造商的利润和零售商的利润随着消费者对质量的偏好提高而下降;制造商和零售商可以通过协调销售价格消除供应链的双重边际效应,从而实现供应链的协调。最后利用算例分析了消费者的质量、价格偏好对总利润的影响并给出了相应的管理启示。

Price and quality of products are the constant focus of consumers.Although multi-channel brings convenience to consumers,the difference of product’s quality and price in channels makes consumers face a coordinated selection of channel during their purchasing products.This paper studies a dual-channel profit decision problem with consumers’preference for product’s price and quality,and discusses the optimal strategy under decentralized decision and centralized decision with the manufacturer as the leader.We also compare the influence of consumers’quality preference and product quality level on supply chain,and by designing a revenue sharing contract mechanism we realizechannels coordination and prove their effectiveness.The results show that the manufacturer and retailer can obtain the maximum profit when the product quality is in a certain range.The profits of manufacturer and retailer decrease with the improvement of quality when consumers’preference for quality increases,and manufacturer and retailer can eliminate the double marginal effect through coordinating sales prices to achieve the supply chain coordination.Finally,an example is used to analyze the effect of consumers’quality and price preference on total profit and give corresponding management implications.