摘要
研究互联网品牌竞争背景下双渠道供应链的定价策略及协调机制。引入品牌忠诚度建立相应的定价模型,通过Nash博弈得到了三个博弈方在分散和集中决策下的最优定价和利润。研究发现各方的定价和利润,是关于品牌忠诚度的增函数。通过数值模拟证明分散决策降低了供应链的整体效率,因此通过建立涨价协调契约使双渠道实现协调,并在该契约的基础上建立服务合作改进策略,使双渠道供应链在协调的基础上还成功抢占了竞争对手的市场。
In thispaper, we studied the pricing policies and the coordinated mechanism for the dual-channel supply chain under the Internet brand competition background. Byintroducing the concept of brand loyalty,we established the corresponding pricing mode and obtained the optimal price and benefitin the decentralized and centralized pricing strategies through the Nash game.The findings showed that improving the brand loyalty were profitable for all the members,and there was an efficiency loss in the decentralized system.Hence drafting a price coordination contract and implementing a service cooperation strategy could reach a win-win outcome and extend the market share.
出处
《物流技术》
2015年第10期118-121,共4页
Logistics Technology
基金
国家自然科学基金项目（71202066）
教育部人文社科基金项目（14YJC630130）
关键词
互联网品牌竞争
双渠道供应链
定价
渠道协调
服务合作
Internetbrandcompetition
dual-channelsupplychain
pricing
channelcoordination
servicecooperation
