基于产品渠道相容性的双渠道供应链协作策略

doi:10.3969/j.issn.1007-7375.e17-4059

工业工程 ›› 2017, Vol. 20 ›› Issue (5): 9-14.doi: 10.3969/j.issn.1007-7375.e17-4059

基于产品渠道相容性的双渠道供应链协作策略

田巍, 黄晗, 杨世信

广西财经学院工商管理学院, 广西南宁 530003

收稿日期:2017-03-16 出版日期:2017-10-30 发布日期:2017-11-17
作者简介:田巍(1970-),男,湖北省人,教授,博士,主要研究方向为供应链管理、企业创新管理.
基金资助:
国家自然科学基金资助项目（71461001）；广西高校科学技术研究资助项目（2013YB211）；广西社科规划资助项目（13FGL002）

Dual Channel Supply Chain Collaboration Strategy Considering Product Online-compatibility

TIAN Wei, HUANG Han, YANG Shixin

School of Business Administration, Guangxi University of Finance and Economics, Nanning 530003, China

Received:2017-03-16 Online:2017-10-30 Published:2017-11-17

摘要/Abstract

摘要： 基于消费者效用理论，分析了制造商与零售商采用Bertrand和Stackelberg 2种博弈策略下，产品的网络渠道相容性特征和零售商创新投入对供应链各方定价和利润的影响，及供应链整体利润的变化情况。研究结果表明，虽然制造商开通双渠道扩大了市场需求，零售商与供应链整体的利润均下降，制造商维持双渠道面临困难。制造商通过设定合理的批发价，将提高供应链整体的利润。另外制造商在设定批发价后采用Bertrand博弈，并鼓励零售商采取供应链最优创新投入力度，将进一步提高供应链整体利润，最后提出了制造商合作策略。这些为制造商基于产品网络渠道相容性选择双渠道，及供应链合作方式与策略提供了依据。

关键词: 供应链, 网络渠道相容性, 博弈, 双渠道, 创新投入

Abstract: Based on the consumer utility theory, the influences of product online-compatibility characteristic and retailer's innovation investment on the pricing and profits of supply chain members and whole supply chain profit are discussed under Bertrand and Stackelberg game between a manufacturer and a retailer. The research shows that by the manufacturer's opening a dual channel the market demand is expanded. But the profits of the retailer and the whole supply chain are decreased. So the manufacturer confronts with the difficulty of maintenance when he wants to open a dual channel. By setting an appropriate wholesale price of the manufacturer, the whole supply chain profit can be improved. It also shows that in Bertrand game when the manufacturer sets the appropriate wholesale price and prompts the retailer in the optimal innovation investment of whole supply chain, the profits of whole supply chain will be further improved. Finally the cooperation strategy of the manufacturer is proposed. All these will be helpful for the manufacturer to conduct a dual channel and choose the cooperation mode and strategy considering product online-compatibility.

Key words: supply chain, product online-compatibility, game, dual channel, innovation investment

中图分类号:

F224.32

田巍, 黄晗, 杨世信. 基于产品渠道相容性的双渠道供应链协作策略[J]. 工业工程, 2017, 20(5): 9-14.

TIAN Wei, HUANG Han, YANG Shixin. Dual Channel Supply Chain Collaboration Strategy Considering Product Online-compatibility[J]. Industrial Engineering Journal , 2017, 20(5): 9-14.

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基于产品渠道相容性的双渠道供应链协作策略

Dual Channel Supply Chain Collaboration Strategy Considering Product Online-compatibility

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