您的位置：山东大学 -> 科技期刊社 -> 《山东大学学报（理学版）》

《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

PDF (PC)

519

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
[1] 孙自来, 王旭坪, 阮俊虎, 等. 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, et al. Sales modes selection for the manufacturer considering direct selling cost and platform transaction fee[J]. Chinese Journal of Management, 2018, 15(1): 111-117.
[2] 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.
[3] MUKHOPADHYAY S K, ZHU X W, YUE X H. Optimal contract design for mixed channels under information asymmetry[J]. Production and Operations Management, 2008, 17(6): 641-650.
[4] CHEN J, ZHANG H, SUN Y. Implementing coordination contracts in a manufacturer Stackelberg dual-channel supply chain[J]. Omega, 2012, 40(5): 571-583.
[5] XU Lei, LI Yongjian. On supply chain mixed channel problem considering consumer behavior[J]. Systems Engineering – Theory & Practice, 2013, 33(7): 1672-1681.
[6] 徐广业, 但斌, 肖剑. 基于改进收益共享契约的双渠道供应链协调研究[J]. 中国管理科学, 2010, 18(6): 59-64. XU Guangye, DAN Bin, XIAO Jian. Study on dual-channel supply chain coordination with new revenue-sharing contract[J]. Chinese Journal of Management Science, 2010, 18(6): 59-64.
[7] 易余胤, 袁江. 渠道冲突环境下的闭环供应链协调定价模型[J]. 管理科学学报, 2012, 15(1): 54-65. YI Yuyin, YUAN Jiang. Pricing coordination of closed-loop supply chain in channel conflicts environment[J]. Journal of Management Sciences in China, 2012, 15(1): 54-65.
[8] 丁峰, 霍佳震. 服务水平对双渠道供应链协调策略影响研究[J]. 中国管理科学, 2014, 22(11): 485-489. DING Feng, HUO Jiazhen. Influence of service level on the coordination strategy of dual-channel supply chain[J]. Chinese Journal of Management Science, 2014, 22(11): 485-489.
[9] DING Q, DONG C W, PAN Z C. A hierarchical pricing decision process on a dual-channel problem with one manufacturer and one retailer[J]. International Journal of Production Economics, 2016, 175: 197-212.
[10] WANG L S, SONG H M, WANG Y Z. Pricing and service decisions of complementary products in a dual-channel supply chain[J]. Computers & Industrial Engineering, 2017, 105: 223-233.
[11] ZHAO J, HOU X R, GUO Y L, et al. Pricing policies for complementary products in a dual-channel supply chain[J]. Applied Mathematical Modelling, 2017, 49: 437-451.
[12] MA Weiming, ZHANG Zhao, HUA Ke. Information asymmetry, pricing strategy and form’s performance in the retailer-multi-channel manufacturer supply chain[J]. Journal of Business Research, 2011,64(4): 337-384
[13] TSAY A A, AGRAWAL N. Channel conflict and coordination in the E-commerce age[J]. Production and Operations Management, 2009, 13(1): 93-110.
[14] YAN R L, PEI Z. Retail services and firm profit in a dual-channel market[J]. Journal of Retailing and Consumer Services, 2009, 16(4): 306-314.
[15] GIRI B C, MAITI T. Service competition in a supply chain with two retailers under service level sensitive retail price and demand[J]. International of Management Service and Engineering Management, 2014, 9(2):133-146
[1] 肖迪,金雯雯. C2B电商情境下考虑横向竞争的供应链定价策略[J]. 山东大学学报（理学版）, 2018, 53(5): 53-60.
[2] 程茜,汪传旭,徐朗. 考虑利他偏好的低碳供应链决策[J]. 山东大学学报（理学版）, 2018, 53(5): 41-52.
[3] 张克勇1,吴燕1,侯世旺2. 零售商公平关切下闭环供应链定价策略研究[J]. J4, 2013, 48(05): 83-91.
[4] 陆媛媛, . 基于渠道不对称的多品牌代理零售商的应对策略研究[J]. J4, 2008, 43(8): 19-23 .
Viewed
Full text


Abstract

Cited
  Shared   
  Discussed   
No Suggested Reading articles found!
版权所有 © 2018 《山东大学学报(理学版)》编辑部　
地址: 山东省济南市山大南路27号山东大学中心校区（250100）　电话: +86-0531-88366917　E-mail: xblxb@sdu.edu.cn
本系统由北京玛格泰克科技发展有限公司设计开发