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《山东大学学报(理学版)》 ›› 2019, Vol. 54 ›› Issue (3): 110-118.doi: 10.6040/j.issn.1671-9352.0.2018.159

• • 上一篇    

引入垂直电商的供应链渠道定价策略

肖敏,余敏,何新华   

  1. 上海海事大学经济管理学院, 上海 201306
  • 发布日期:2019-03-19
  • 作者简介:肖敏(1979— ),博士,副教授,研究方向为技术创新与管理、运营管理. E-mail:minxiao@shmtu.edu.cn
  • 基金资助:
    国家自然科学基金资助项目(71473162)

Channel pricing strategy of supply chain considering vertical E-commerce

XIAO Min, YU Min, HE Xin-hua   

  1. School of Economics and Management, Shanghai Maritime University, Shanghai 201306, China
  • Published:2019-03-19

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摘要： 随着网络的发展,引入垂直电商已成为制造商的必然选择。制造商需要对引入垂直电商后的直销价及给各零售商的批发价进行权衡。在对称信息情况下,研究了由制造商、传统零售商和是否引入网络垂直电商构成的两种渠道供应链系统,重点考虑市场价格与服务的敏感程度对制造商定价决策的影响并进行两种供应链系统的制造商定价对比。制造商选择引入垂直电商对于自身与消费者都是更好的选择,在引入垂直电商后,制造商直销渠道价格有所降低,批发给传统零售商的价格有所上升,但略低于垂直电商批发价,其具体价格制定受市场对价格和服务敏感程度的影响。

关键词: 定价策略, 垂直电商, Stackelberg博弈

Abstract: With the development of network, the introduction of vertical E-commerce has become an inevitable choice for manufacturers. Manufacturers need to weigh the direct selling price after introducing vertical E-commerce and the wholesale price to retailers. In the case of symmetric information, two kinds of channel supply chain systems were studied, which were composed of manufacturer, traditional retailer and whether introduced into a vertical E-commerce. Considered the influence of price and service sensitivity on the pricing decision of manufacturers, and the comparison of two supply chain systems pricing strategies. It is a better choice that manufacturers choosing to introduce vertical E-commerce for their own and the consumers. The price of manufacturer direct channel has been reduced by the vertical E-commerce is introduced, the wholesale price to the traditional retailer has been increased, but slightly lower than the wholesale price of vertical E-commerce, the specific price of the market influenced by the price and service sensitivity.

Key words: pricing strategy, vertical E-commerce, Stackelberg game

中图分类号: 

  • F221
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