基于冲突分析图模型的双渠道供应链价格冲突研究

Research on Price Conflict in Dual-channel Supply Chain Based on Graph Model for Conflict Resolution

本文将冲突分析图模型理论引入到双渠道供应链研究领域,利用冲突分析图模型方法分析、解决双渠道供应链的价格冲突难题。首先,本文构建了双渠道供应链价格冲突的基本图模型,并求得了双方博弈的初始均衡解,即都采取低价竞争策略,使得双方陷入价格战困境。然后,考虑到决策者风险认知的改变,本文又对双渠道供应链价格冲突的演化过程进行了研究,求得了制造商和零售商风险认知改变后的二次博弈的冲突均衡解,即双方都选择差异化策略。本文构建了双渠道供应链价格冲突的图模型框架,动态模拟了冲突双方协商和谈判的博弈过程,在战略层面为分析、解决双渠道供应链价格冲突问题提供了重要的分析工具和决策依据。

The graph model for conflict resolution is first employed to model and analyze the price conflict in dual-channel supply chain. Firstly, basic price conflict model of dual-channel supply chain is constructed and the initial equilibrium solution is obtained by GMCRDSS,in which both of the manufacturer and retailer choose to reduce product price. As a result,they will be trapped in a dilemma of price competition which increases their risk. Therefore,the status quo analysis of price conflict is carried out and the final equilibrium solution is figured out after the change of each decision maker's risk perception. The equilibrium is that all DMs prefer to the strategy of differentiation which can decrease their risk. The research in this paper provides an important analysis technique for how to analyze price conflict problem in dual-channel supply chain.