考虑异质性消费者渠道偏好的多渠道销售定价决策

Multi-channel Supply Chain Pricing Decisions Considering Heterogeneous Consumers

随着电子商务的飞速发展,越来越多的商家开通了多渠道的销售模式。假定基于异质性消费者均偏实体店消费并可以以折扣价从网络渠道购买商品,对用Stackelberg博弈分析制造商和零售商均开通网络渠道的多渠道定价决策问题展开研究。结果表明:与传统的单渠道供应链比较,制造商批发价变大、最优利润增加,同时对市场的控制力增强,零售商则在其所占网络市场份额大于某临界值时提高零售价(小于此临界值时降低零售价)以获取最优利润,但最优利润总是低于传统单渠道时的利润;制造商的最优利润随其所占网络市场份额的增加而增加,数值实验表明,受网络渠道认可度及网络折扣率的影响,零售商的最优利润随着其所占网络市场份额的增加可能增加也可能减少;数值实验还表明,制造商的最优利润随消费者网络渠道认可度的变大而增加,随着网络折扣率的增加而减少,零售商的最优利润则随网络渠道认可度的变大而减少,随着网络折扣率的增加而增加。所得结论对开通网络渠道并按折扣价销售的多渠道供应链定价具有指导意义。

With the booming of e-commerce,more and more industries open multi-channels.A supply chain model is studied in which both the manufacturer and the retailer introduce the echannel in addition to the traditional physical channel.This model incorporates heterogeneous consumers’lower valuation of the product sold through the e-channel and the discounted prices available in these channels.Using the traditional single-channel supply chain as a benchmark,Stackelberg games are applied to obtain the optimal equilibrium solutions of the benchmark and the proposed model.The results show that,compared with the benchmark,the wholesale price and the profits and the manufacturer’s ability to control the market all will be improved;the retailer will reduce the retail price when the proportion of demand for the retailer’s Internet channel is less and vice versa,but her profits will always be less than that of the benchmark.The manufacturer’s profits will be better with respect to his proportion of demand of the Internet channel;numerical experiments show that the retailer’s profits may increase or decrease with respect to her proportion of demand of the Internet channel,which is influenced by discount rate and the consumer acceptance of the Internet channel.Numerical experiments further show that we observe that the manufacturer’s profit will decrease(increase)with respect to discount rate(the consumer acceptance of the Internet channel),but the retailer’s profit will increase(decrease)with respect to discount rate(the consumer acceptance of the Internet channel).The research has a guiding significance for the multi-channel supply chain pricing considering the discounted prices online.