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《山东大学学报(理学版)》 ›› 2021, Vol. 56 ›› Issue (1): 103-110.doi: 10.6040/j.issn.1671-9352.0.2019.004

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建议零售价下利他偏好对双渠道供应链定价决策的影响

焦琰1(),汪传旭1,王元巍1,徐朗2,3   

  1. 1. 上海海事大学经济管理学院，上海 201306
    2. 上海海事大学交通运输学院，上海 201306
    3. 上海交通大学安泰经济管理学院，上海 200030
  • 收稿日期:2019-01-06 出版日期:2021-01-01 发布日期:2021-01-05
  • 作者简介:焦琰(1994—)，男，硕士研究生，研究方向为物流与供应链管理. E-mail: 1572052850@qq.com
  • 基金资助:
    国家自然科学基金资助项目(71974123);上海市科研创新计划项目(2017-01-07-00-10-E00016)

Pricing decision of dual-channel supply chain considering altruistic preferences under reference price effect

Yan JIAO1(),Chuan-xu WANG1,Yuan-wei WANG1,Lang XU2,3   

  1. 1. School of Economics and Management, Shanghai Maritime University, Shanghai 201306, China
    2. College of Transport and Communication, Shanghai Maritime University, Shanghai 201306, China
    3. Antai College of Economics and Management, Shanghai Jiaotong University, Shanghai 200030, China
  • Received:2019-01-06 Online:2021-01-01 Published:2021-01-05

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摘要：

在制造商建议零售价的背景下，以单一制造商和单一零售商所组成的双渠道供应链为对象，运用博弈理论研究了如何定价来实现利润和效用最大化，并分析了利他偏好和参照价格效应对价格和利润的影响。通过对比不同情形下的均衡决策，可以发现当零售商的利他偏好在一定阈值条件下，最优决策才存在；制造商利他偏好能显著提高供应链效率；供应链成员的利他偏好可以实现"利他"的目的，但无法实现"共赢"。同时，传统渠道的市场份额越大，对零售商越有利，对制造商越不利。当消费者以建议零售价作为参照价格时，建议零售价能提高供应链收益，且随着参照价格效应的增强供应链收益增加。

关键词: 双渠道, 建议零售价, 参照价格效应, 利他偏好, 定价决策

Abstract:

Considering the suggested retail price made by manufacturer in a dual-channel supply chain composed of a manufacturer and retailer, game theory was used to study how to set a reasonable price to maximize their own profits, and the influence of altruistic preferences and reference price effect on price was analyzed. By comparing the equilibrium decisions under different circumstances, it can be found that when the retailer's altruistic preference is under certain threshold conditions, the optimal decision profit exists. The altruistic preference of supply chain members can achieve the purpose of "altruism", but cannot achieve "win-win". At the same time, the increase of the market share of traditional channels is favorable for retailers and unfavorable for manufacturers. When the consumer sets the suggested retail price as the reference price, the suggested retail price can increase the supply chain revenue, and the supply chain revenue increases as the reference price effect increases.

Key words: dual-channel, suggested retail price, reference price effect, altruistic preferences, price decision

中图分类号: 

  • F272

图1

双渠道供应链结构图"

表1

不同博弈模型下的最优均衡解比较"

变量2 A1 M1 R1 A2 M2 R2
ω 0.340 0.280 0.378 0.180 0.148 0.200
pr 0.510 0.480 0.510 0.270 0.254 0.270
pe 0.180 0.180 0.180 0.340 0.340 0.340
qr 0.213 0.250 0.213 0.113 0.132 0.113
qe 0.225 0.225 0.121 0.425 0.425 0.425
πm 0.113 0.111 0.028 0.165 0.164 0.167
πr 0.036 0.050 0.030 0.010 0.014 0.008
πsc 0.149 0.161 0.149 0.175 0.178 0.175

图2

α和β对ω的影响"

图3

α和β对pr的影响"

图4

α和β对πm的影响"

图5

α和β对πr的影响"

图6

α和β对πsc的影响"

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