考虑渠道成本差异的双渠道供应链定价策略与渠道选择

doi:10.3969/j.issn.1007-7375.2021.02.001

摘要/Abstract

摘要： 根据网上渠道不同销售模式的特征，构建制造商网上直销、网上分销和网上代销3种供应链定价模型，引入渠道成本参数并分析制造商如何进行产品定价和渠道选择。研究表明，在3种渠道结构中，代销模式下产品价格最低，直销模式和分销模式下的价格受到渠道偏好的影响；随着线上或线下渠道成本增加，制造商会降低该渠道产品的批发价格，而零售价格与自身渠道成本正相关；此外，当制造商自建网上平台成本较低时，制造商选择直销模式最优；当制造商自建网上平台成本较高，且代销平台服务效率较低时，制造商应选择分销模式，否则制造商选择代销模式更优。

关键词: 渠道成本, 双渠道, 制造商, 定价

Abstract: Considering the characteristics of different online distribution models, online channel are divided into direct selling dual-channel, online reselling and agency selling dual-channel. The pricing strategy and channel selection in supply chain comprising a dominant manufacturer, a traditional retailer and a online retailer under three types of mixed distribution channels are explored. The results show that the lowest product prices are observed under the agency model, and the relationship between direct selling model and reselling model is influenced by channel preference. As the operating cost of online or offline channels increases, manufacturers will reduce the wholesale prices of corresponding channel products, and retail prices are positively correlated with their own channel costs. When the cost of the manufacturer's self-built platform is low, the manufacturer should choose the online direct selling model; however, when the cost of the manufacturer's self-built platform is high and the service efficiency of the agency model is low enough, the manufacturer should choose the online distribution mode, and otherwise the manufacturer should choose the agency model.

Key words: channel operating cost, dual-channel, manufacturer, pricing

中图分类号:

F274

梁喜, 梁伦海. 考虑渠道成本差异的双渠道供应链定价策略与渠道选择[J]. 工业工程, 2021, 24(2): 1-9.

LIANG Xi, LIANG Lunhai. Pricing Policy and Channel Selection of Manufacturer Considering Channel Operating Cost Difference[J]. Industrial Engineering Journal, 2021, 24(2): 1-9.

参考文献

[1] HAGIU A, WRIGHT J. Marketplace or reseller?[J]. Management Science, 2015, 61(1): 184-203
[2] KHOUJA M, PARK S, CAI G. Channel selection and pricing in the presence of retail-captive consumers[J]. International Journal of Production Economics, 2010, 125(1): 84-95
[3] JIANG B, JERATH K, SRINIVASAN K. Firm strategies in the ‘mid tail’ of platform-based retailing[J]. Marketing Science, 2011, 30(5): 757-775
[4] CHEN Y C, FANG S C, WEN U P, et al. Pricing policies for substitutable products in a supply chain with Internet and traditional channels[J]. European Journal of Operational Research, 2013, 224(3): 542-551
[5] VIBANSHU A, KINSHUK J, ZHANG Z. Agency selling or reselling? channel structures in electronic retailing[J]. Management Science, 2016, 62(8): 2259-2280
[6] ERJIANG E, PENG G, TIAN X, et al. Online cooperative promotion and cost sharing policy under supply chain competition[J]. Mathematical Problems in Engineering, 2016, 2016(1): 1-11
[7] TAN Y, CARRILLO J E, CHENG H K. The agency model for digital goods[J]. Decision Sciences, 2016, 47(4): 628-640
[8] HAGIU A, WRIGHT J. Multi-sided platforms[J]. American Economic Review, 2018, 108(9): 2758-2760
[9] 刘婷婷, 徐庆. 非对称生产成本变动信息下零售商双渠道的最优契约设计[J]. 工业工程, 2017, 20(1): 36-43+58
LIU Tingting, XU Qing. The optimal contract design with asymmetric production cost disruption information in a dual-channel model of retailer[J]. Industrial Engineering, 2017, 20(1): 36-43+58
[10] 朱立龙, 郭鹏菲, 孙淑慧. 三种混合分销渠道条件下供应链产品质量控制策略研究[J]. 中国管理科学, 2017, 25(3): 85-92
ZHU Lilong, GUO Pengfei, SUN Shuhui. Products quality control strategy of supply chain in the condition of three types of mixed distribution channel[J]. Chinese Journal of Management Science, 2017, 25(3): 85-92
[11] 孙自来, 王旭坪, 阮俊虎. 考虑直销成本和平台交易费的制造商销售模式选择[J]. 管理学报, 2018, 15(1): 111-117
SUN Zilai, WANG Xuping, RUAN Junhu. Sales modes selection for the manufacturer considering direct selling cost and platform transaction fee[J]. Journal of Management, 2018, 15(1): 111-117
[12] 梁喜, 蒋琼, 郭瑾. 不同双渠道结构下制造商的定价决策与渠道选择[J]. 中国管理科学, 2018, 26(7): 97-107
LIANG Xi, JIANG Qiong, GUO Jin. Pricing policy and channel selection of manufacturers under different dual channel structure[J]. China Management Science, 2018, 26(7): 97-107
[13] 程硕, 曹铭, 何琳, 等. 考虑消费者转移的双渠道定价决策研究[J]. 数学的实践与认识, 2019, 49(1): 42-49
CHENG Shuo, CAO Ming, HE Lin, et al. Pricing and coordination research of dual-channel supply chain considering consumers transferring[J]. Mathematics in Practice and Theory, 2019, 49(1): 42-49
[14] CAI G, ZHANG Z G, ZHANG M. Game theoretical perspectives on dual-channel supply chain competition with price discounts and pricing schemes[J]. International Journal of Production Economics, 2009, 117(1): 80-96
[15] CAI G. Channel selection and coordination in dual-channel supply chains[J]. Social Science Electronic Publishing, 2010, 86(1): 22-36
[16] SHY O, WANG Z. Why do payment card networks charge proportional fees?[J]. American Economic Review, 2011, 101(4): 1575-1590
[17] SU Y, GEUNES J. Price promotions, operations cost, and profit in a two-stage supply chain[J]. Omega, 2012, 40(6): 891-905
[18] YANG D, XIAO T, CHOI T M, et al. Optimal reservation pricing strategy for a fashion supply chain with forecast update and asymmetric cost information[J]. International Journal of Production Research, 2015, 26(5): 1-22
[19] WANG W, LI G, CHENG T C E. Channel selection in a supply chain with a multi-channel retailer: The role of channel operating costs[J]. International Journal of Production Economics, 2016, 173: 54-65
[20] 李雷, 赵先德, 简兆权. 网络环境下平台企业的运营策略研究[J]. 管理科学学报, 2016, 19(3): 15-33
LI Lei, ZHAO Xiande, JIAN Zhaoquan. Operation srategy of platform enterprisesin network environments[J]. Journal of Management Sciences in China, 2016, 19(3): 15-33
[21] 罗春林, 毛小兵, 田歆. 网络平台销售模式中的需求信息分享策略研究[J]. 中国管理科学, 2017, 25(8): 149-157
LUO Chunlin, MAO Xiaobing, TIAN Xin. Demand information sharing strategies in online platform selling mode[J]. Chinese Journal of Management Science, 2017, 25(8): 149-157
[22] 石平, 颜波, 石松. 不确定环境下网络渠道开通最优时机选择[J]. 系统工程理论与实践, 2015, 35(4): 872-881
SHI Ping, YAN Bo, SHI Song. Optimal timing for introducing the internet-enabled channel in an uncertain environment[J]. System Engineering Theory and Practice, 2015, 35(4): 872-881
[23] 慕艳芬, 聂佳佳, 石纯来. 市场需求和成本信息不对称对制造商开通直销渠道的影响[J]. 管理评论, 2018, 30(9): 145-153
MU Yanfen, NIE Jiajia, SHI Chunlai. Effects of asymmetric information about the demand and the cost on the manufacturer's direct sale channel strategy[J]. Management Review, 2018, 30(9): 145-153
[24] 董志刚, 徐庆, 马骋. 电子商务环境下双渠道供应链的制造商分销渠道选择[J]. 系统工程, 2015, 33(6): 26-33
DONG Zhigang, XU Qing, MA Cheng. Manufacturers' selection of distribution channels in dual-channel supply chain based on electronic commerce[J]. Systems Engineering, 2015, 33(6): 26-33