促销努力竞争情形下双渠道供应链协调策略

工业工程 ›› 2015, Vol. 18 ›› Issue (4): 85-91.

促销努力竞争情形下双渠道供应链协调策略

（1.南京信息工程大学经济管理学院，江苏南京 210044； 2.东南大学经济管理学院, 江苏南京 210096)

出版日期:2015-08-30 发布日期:2015-10-15
作者简介:马鹏（1981-），男，河南省人，讲师，博士，主要研究方向为物流与供应链管理、行为运作管理等.
基金资助:
国家自然科学基金面上资助项目(71171049)；江苏省高校自然科学研究面上资助项目(14KJB12005)；江苏高校哲学社会科学研究资助项目(2014SJB055)；南京信息工程大学人才启动基金资助项目(S8113085001)；南京信息工程大学2014年基金预研项目

Coordination Strategies of the Dual Channel Supply Chain under Promotional Efforts Competition

(1.School of Economics and Management, Nanjing University of Information Science & Technology, Nanjing 210044, China; 2.School of Economics and Management, Southeast University, Nanjing 210096, China)

Online:2015-08-30 Published:2015-10-15

摘要/Abstract

摘要： 研究需求依赖于促销努力水平下的供应链优化协调问题。分别建立了集中式供应链和分散式供应链两种模型，在分散式模型中，发现批发价格契约不能协调该双渠道供应链，而改进的批发价格契约可以协调该双渠道供应链。然后分别研究了制造商促销努力系数、零售商促销努力系数，以及顾客对直销渠道的接受度对供应链绩效的影响，并且进行了相关的算例分析，给出相应的管理意义。

关键词: 促销努力水平, 促销努力系数, 供应链绩效

Abstract: The supply chain coordination with promotional effort-dependent demand is studied. The centralized supply chain model and the decentralized supply chain model are respectively built. It is found that the wholesale price contract cannot coordinate the dualchannel supply chain while the modified wholesale price contract can. Then, the impacts of the manufacturer′s promotional effort coefficient, the retailer′s promotional effort coefficient and the customers′ preference for direct channel on the supply chain performance are investigated, and some numerical example and corresponding managerial meaning given.

Key words: promotional effort level, promotional effort coefficient, supply chain performance

马鹏1, 王海燕2. 促销努力竞争情形下双渠道供应链协调策略[J]. 工业工程, 2015, 18(4): 85-91.

Ma Peng1, Wang Hai-yan2. Coordination Strategies of the Dual Channel Supply Chain under Promotional Efforts Competition[J]. Industrial Engineering Journal , 2015, 18(4): 85-91.

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