分销合同下考虑附加定价的供应链优化问题

doi:10.6040/j.issn.1671-9352.0.2019.029

摘要/Abstract

摘要： 针对分销合同下附加产品的附加销售或与核心产品的捆绑销售问题,运用消费者效用理论建立需求函数。利用主从对策原理求得不同情形下的均衡解,比较分析出消费者效用最大化时满足供应链成员共赢的条件。结果发现:当线上产品的接受程度低、但核心产品的感知价值较高时,批发价合同下采用“附加+捆绑”定价可以使得公司和线上平台达到共赢;当收益共享因子足够低、但核心产品的感知价值较高,或者收益共享因子较低时,代发货合同下采用“附加+捆绑”定价可以使得公司和线上平台达到共赢。最后,在比较合同时发现,收益共享因子较低时,公司在批发价合同下获利更多,而线上平台在代发货合同下获利更多。

关键词: 供应链管理, 线上平台, 附加定价, 消费者异质, 代发货

Abstract: Aiming at the problem of additional sales of additional products or bundled sales with core products under distribution contract, the demand function is established by using the theory of consumer utility. Using the principle of master-slave strategy, the equilibrium solutions under different situations are obtained, and the win-win conditions of supply chain members are compared and analyzed when the consumer utility maximizes. The results show that: when the acceptance degree of online products is low, but the perceived value of core products is high, the company and online platform can achieve win-win situation by adopting “additional+bundling” pricing under wholesale price contract; when the revenue sharing factor is low enough, but the perceived value of the core product is high, or the revenue sharing factor is low, the company and the online platform can achieve a win-win situation by adopting “additional+bundling” pricing under the consignment contract. Finally, when comparing contracts, we find that when the revenue sharing factor is low, the company gains more under the wholesale price contract, while the online platform gains more under the consignment contract.

Key words: supply chain management, online platform, add-on pricing, consumer heterogeneity, drop-shipping

中图分类号:

F274

陈倩,李严锋. 分销合同下考虑附加定价的供应链优化问题[J]. 《山东大学学报(理学版)》, 2020, 55(12): 103-110.

参考文献

[1] ØDEGAARD F, WILSON J G. Dynamic pricing of primary products and ancillary services[J]. European Journal of Operational Research, 2016, 251(2):586-599.
[2] GENG X, TAN Y, WEI L. How add-on pricing interacts with distribution contracts [J]. Production and Operations Management, 2018, 27(4):605-623.
[3] PARK C. A partial backordering inventory model with a drop-shipping option under purchase dependence[J]. Asia Pacific Journal of Operational Research, 2017, 34(2):1-16.
[4] ELLISON G. A model of add-on pricing [J]. Quarterly Journal of Economics, 2005, 120(2):585-637.
[5] SHULMAN J D, GENG X. Add-on pricing by asymmetric firms [J]. Management Science, 2013, 59(4):899-917.
[6] CUI Y, DUENYAS I, SAHIN O. Unbundling of ancillary service: how does price discrimination of main service matter?[J]. Manufacturing & Service Operations Management, 2018, 20(3):455-466.
[7] TUZOVIC S, SIMPSON M C, KUPPELWIESER V G, et al. From ‘free’ to fee: acceptability of airline ancillary fees and the effects on customer behavior[J]. Journal of Retailing and Consumer Services, 2014, 21(2):98-107.
[8] GENG X J, SHULMAN J D. How costs and heterogeneous consumer price sensitivity interact with add-on pricing[J]. Production and Operations Management, 2015, 24(12):1870-1882.
[9] LIN S. Add-on policies under vertical differentiation: why do luxury hotels charge for internet while economy hotels do not?[J]. Marketing Science, 2017, 36(4):610-625.
[10] NETESSINE S, RUDI N. Supply chain choice on the Internet[J]. Management Science, 2006, 52(6):844-864.
[11] ZHAO J S, DUAN Y R, WANG S J, et al. Coordinated drop shipping commitment contract in dual-distribution channel supply chain[J]. Journal of Electronic Commerce in Organizations, 2012, 10(4):19-30.
[12] CHIANG W K, FENG Y. Retailer or e-tailer? Strategic pricing and economic-lot-size decisions in a competitive supply chain with drop-shipping[J]. Journal of the Operational Research Society, 2010, 61(11):1645-1653.
[13] MA S Y, JEMAI Z, SAHIN E, et al. The news-vendor problem with drop-shipping and resalable returns[J]. International Journal of Production Research, 2017, 55(22):6547-6571.
[14] YU D Z, CHEONG T, SUN D. Impact of supply chain power and drop-shipping on a manufacturers optimal distribution channel strategy[J]. European Journal of Operational Research, 2017, 259(2):554-563.
[15] 张光明, 赵士南. 零售商代发货供应链的逆向收益共享契约模型[J]. 工业工程与管理, 2015, 20(1):108-114. ZHANG Guangming, ZHAO Shinan. Research on dual-channel supply chain coordination of drop shipping by the retailer[J]. Industrial Engineering and Management, 2015, 20(1):108-114.
[16] 曹裕, 孟羽, 熊寿遥. 信息不对称下供应商在Drop-shipping供应链中的决策[J]. 系统管理学报, 2016, 25(5):955-964. CAO Yu, MENG Yu, XIONG Shouyao. Suppliers decision under asymmetric information in the drop-shipping supply chain[J]. Journal of Systems & Management, 2016, 25(5):955-964.

相关文章 15

[1]	郑英杰,周岩. 考虑零售商横向公平的二层供应链网络均衡决策[J]. 山东大学学报（理学版）, 2018, 53(9): 69-82.
[2]	陈良,胡劲松. 风险规避对不同类型双渠道供应链决策的影响[J]. 山东大学学报（理学版）, 2018, 53(5): 30-40.
[3]	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.
[4]	刘京,周岩,郑英杰,王超胜. 考虑零售商公平关切和风险规避的绿色供应链最优决策[J]. 山东大学学报（理学版）, 2018, 53(5): 12-29.
[5]	钟元,熊爽,张翠华,陈彗洁. 市场定价约束条件下的供应链质量改进容错决策[J]. 山东大学学报（理学版）, 2017, 52(6): 10-15.
[6]	段丁钰,周岩,张华民,徐明姣. 考虑零售商不公平厌恶行为的供应链网络均衡研究[J]. 山东大学学报（理学版）, 2017, 52(5): 58-69.
[7]	周岩, 韩瑞京, 窦杰, 刘超超, 孙浩. 考虑市场占有率的面向服务互联网多准则均衡模型[J]. 山东大学学报（理学版）, 2015, 50(09): 69-77.
[8]	梁红燕, 许民利, 简惠云. 基于消费者选择偏好的可替代品订货策略[J]. 山东大学学报（理学版）, 2015, 50(07): 80-88.
[9]	周岩, 孙浩, 王晶晶, 韩瑞京, 蒋京龙. 基于随机需求和顾客满意度的多期闭环供应链网络均衡[J]. 山东大学学报（理学版）, 2014, 49(07): 38-49.
[10]	张克勇 1,2 ,周国华 1 . 非对称信息下闭环供应链差别定价协调机制 [J]. J4, 0, (): 60-64 .
[11]	刘培德,张新 . 建筑企业融资方案模糊多目标评价研究[J]. J4, 2008, 43(11): 22-26 .
[12]	蒋鹏飞,王震 . 三级供应链合作博弈分析[J]. J4, 2008, 43(1): 103-106 .
[13]	徐兵,贾艳丽,刘露. 基于CVaR准则的单制造商两零售商供应链决策模型与协调[J]. J4, 2013, 48(7): 101-110.
[14]	张克勇,吕美琳,姚建明,王昊. 物流外包满意度提升路径——基于模糊集定性比较[J]. 《山东大学学报(理学版)》, 2019, 54(3): 119-126.
[15]	张克勇1,2,周国华1. 非对称信息下闭环供应链差别定价协调机制[J]. J4, 2009, 44(2): 60-64.

多维度评价

Viewed

Full text

Abstract

Cited

Shared

Discussed