考虑权力结构与溢出效应的混合平台供应链定价决策研究

doi:10.3969/j.issn.1007-7375.2022.06.001

摘要/Abstract

摘要： 基于单个制造商和单个平台商组成的混合平台供应链，制造商通过线下渠道和平台商的直销及分销渠道销售产品。通过考虑渠道成员间的权力结构和线上到线下销售的溢出效应，建立了6个决策模型。通过求解和分析所建模型，得到如下一些管理启示：正溢出效应总是促使供应链成员降低产品的最优批发价格及零售价格，而负溢出效应总是促使供应链成员提高产品的最优批发价格及零售价格，该结论不依赖于渠道成员间的权力结构；产品的最优零售价格在不同权力结构下的差值总是随负溢出效应的增强而减小，随正溢出效应的增强而增大；对制造商和平台商而言，在不同权力结构中占据主导地位者可获得更多的利润，供应链的总利润在二者权力相当时最大。

关键词: 平台供应链, 权力结构, 溢出效应, 定价决策

Abstract: In a hybrid platform supply chain with a manufacturer and an e-tailer, in which the manufacturer sells a product not only through the offline channel but also through the e-tailer′s direct selling and distribution channels. Based on the power structures between channel members and the spillover effects of online to offline sales, six decision-making models are established. By solving and analyzing the equilibrium solutions of these models, some managerial insights are derived: the positive spillover effect always prompts supply chain members to reduce the product′s optimal wholesale price and retail price, while the negative spillover effect always prompts supply chain members to increase the product′s optimal wholesale price and retail price, which are independent of the power structures between channel members. Besides, the difference of product′s optimal retail prices under different power structures always decreases with the enhancement of negative spillover effect, and increases with the enhancement of positive spillover effect. For the manufacturer and the e-tailer, those who dominate in different power structures can get more profits, and the total supply chain′s profit achieves the maximum when they have equivalent market power.

Key words: platform supply chain, power structures, spillover effects, pricing decisions

中图分类号:

F272

魏杰, 孟祥伽, 徐泽灵. 考虑权力结构与溢出效应的混合平台供应链定价决策研究[J]. 工业工程, 2022, 25(6): 1-9,100.

WEI Jie, MENG Xiangjia, XU Zeling. A Research on Pricing Decisions of Hybrid Platform Supply Chain by Considering Power Structures and Spillover Effects[J]. Industrial Engineering Journal, 2022, 25(6): 1-9,100.

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