基于消费者接受程度的双渠道产品价格和质量决策研究

doi:10.3969/j.issn.1007-7375.2019.01.006

工业工程 ›› 2019, Vol. 22 ›› Issue (1): 45-52.doi: 10.3969/j.issn.1007-7375.2019.01.006

基于消费者接受程度的双渠道产品价格和质量决策研究

黄甫, 宋华明, 杨慧, 王利莎, 马东升, 吴佳伟

南京理工大学经济管理学院, 江苏南京 210094

收稿日期:2018-05-21 出版日期:2019-02-28 发布日期:2019-02-26
通讯作者: 宋华明(1968-),男,江苏省人,教授,博士,博士后,主要研究方向为生产运作管理、物流与供应链管理.Email:huaming@njust.edu.cn E-mail:huaming@njust.edu.cn
作者简介:黄甫(1985-),男,广西壮族自治区人,博士研究生,主要研究方向为生产运作管理、物流与供应链管理
基金资助:
国家自然科学基金资助项目（71571102，71172105）

A Design of a Dual Channel Supply Chain with Optimal Price and Product Quality

HUANG Fu, SONG Huaming, YANG Hui, WANG Lisha, MA Dongsheng, WU Jiawei

School of Economics & Management, Nanjing University of Science & Technology, Nanjing 210094, China

Received:2018-05-21 Online:2019-02-28 Published:2019-02-26

摘要/Abstract

摘要： 在消费者对直销渠道和零售渠道接受程度有差异的情形下，研究了产品质量为内生的双渠道供应链中价格和质量联合决策问题。分别构建传统单一零售渠道模型、双渠道分散决策模型和双渠道集中决策模型。比较制造商和零售商在3种模型下的定价均衡决策、产品质量水平和利润，分析零售商和制造商的渠道策略和最优定价。结果表明：与传统单一零售渠道情形相比，在集中决策情形下，制造商开通直销渠道不改变零售价格，但是能够提高产品质量水平和供应链整体利润；在分散决策情形下，制造商开通直销渠道将降低产品批发价、零售价以及产品质量水平；另外当消费者对直销渠道接受程度适中时，制造商和零售商可实现帕累托改进。

关键词: 供应链管理, 博弈, 渠道接受程度, 质量内生, 双渠道

Abstract: A joint price and product quality decision problem is investigated in which product quality is endogenous and customers have different acceptance of direct channel and retail channel. Considering that the supply chains can be centralized or decentralized, the price equilibrium decision, the product quality level and profit between manufacturer and retailer are compared under three models, and the channel strategy and optimal price of retailer and manufacturer analyzed. The results show that:compared with the traditional retail channel, in centralized decision, the manufacturer, by adding a direct channel, does not change the retailer's price, but can improve the product quality level and the profit of the supply chain; and in decentralized decision, the manufacturer, by adding a direct channel, will reduce the wholesale price, retailer's price and product quality level of the product. In addition, the direct channel may not always be detrimental to the retailer.

Key words: supply chain management, game, customer acceptance of a direct channel, quality endogenous, dual channel

中图分类号:

F253

黄甫, 宋华明, 杨慧, 王利莎, 马东升, 吴佳伟. 基于消费者接受程度的双渠道产品价格和质量决策研究[J]. 工业工程, 2019, 22(1): 45-52.

HUANG Fu, SONG Huaming, YANG Hui, WANG Lisha, MA Dongsheng, WU Jiawei. A Design of a Dual Channel Supply Chain with Optimal Price and Product Quality[J]. Industrial Engineering Journal , 2019, 22(1): 45-52.

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基于消费者接受程度的双渠道产品价格和质量决策研究

A Design of a Dual Channel Supply Chain with Optimal Price and Product Quality

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