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)》 ›› 2021, Vol. 56 ›› Issue (1): 103-110.doi: 10.6040/j.issn.1671-9352.0.2019.004

•   • 上一篇    

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

RichHTML

66

PDF (PC)

413

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"

1 CHIANG W Y K , CHHAJED D , HESS J D . Direct marketing, indirect profits: a strategic analysis of dual-channel supply-chain design[J]. Management Science, 2003, 49 (1): 1- 20.
doi: 10.1287/mnsc.49.1.1.12749
2 SAYA A , AGRAWAL N . Channel conflict and coordination in the E-Commerce age[J]. Production & Operations Management, 2010, 13 (1): 93- 110.
3 CHEN J , ZHANG H , SUN Y . Implementing coordination contracts in a manufacturer Stackelberg dual-channel supply chain[J]. Omega, 2012, 40 (5): 571- 83.
doi: 10.1016/j.omega.2011.11.005
4 陈树桢, 熊中楷, 梁喜. 补偿激励下双渠道供应链协调的合同设计[J]. 中国管理科学, 2009, 17 (1): 64- 75.
doi: 10.3321/j.issn:1003-207X.2009.01.009
CHEN Shuzhen , XIONG Zhongkai , LIANG Xi . Contract design for a dual-channnel supply chain[J]. Chinese Journal of Management Science, 2009, 17 (1): 64- 75.
doi: 10.3321/j.issn:1003-207X.2009.01.009
5 DISNEY S M , HOSODA T . Altruistic behaviour in a two-echelon supply chain with unmatched proportional feedback controllers[J]. International Journal of Intelligent Systems Technologies and Applications, 2009, 6 (3/4): 269.
doi: 10.1504/IJISTA.2009.024257
6 GE Z , ZHANG Z K , LV L , et al. How altruism works: an evolutionary model of supply networks[J]. Physica A-Statistical Mechanics & Its Applications, 2012, 391 (3): 647- 655.
7 王建华, 王斌, 饶阳. 基于利他行为下的闭环供应链决策研究[J]. 工业技术经济, 2016, 35 (11): 3- 11.
doi: 10.3969/j.issn.1004-910X.2016.11.001
WANG Jianhua , WANG Bin , RAO Yang . Research of decision on closed-loop supply chain based on altruism[J]. Journal of Industrial Technological Economics, 2016, 35 (11): 3- 11.
doi: 10.3969/j.issn.1004-910X.2016.11.001
8 覃燕红, 艾兴政, 宋寒. 利他偏好下基于批发价格契约的供应链协调[J]. 工业工程与管理, 2015, 20 (2): 109- 115, 121.
doi: 10.3969/j.issn.1007-5429.2015.02.017
QIN Yanhong , AI Xingzheng , SONG Han . Supply chain coordination based on wholesale price contract under altruism[J]. Industrial Engineering and Management, 2015, 20 (2): 109- 115, 121.
doi: 10.3969/j.issn.1007-5429.2015.02.017
9 林志炳. 基于利他属性的双渠道供应链研究[J]. 中国管理科学, 2014, 22 (12): 126- 134.
LIN Zhibing . Analysis of dual channel supply chain based on altruism[J]. Chinese Journal of Management Science, 2014, 22 (12): 126- 134.
10 石岿然, 朱琳, 陆冰. 双渠道供应链中利他行为对价格策略的影响研究[J]. 南京工业大学学报(社会科学版), 2016, 15 (3): 111- 117.
doi: 10.3969/j.issn.1671-7287.2016.03.015
SHI Kuiran , ZHU Lin , LU Bing . Effect of altruism on pricing strategy in dual-channel supply chain[J]. Journal of Nanjing University Technology(Social Science Edition), 2016, 15 (3): 111- 117.
doi: 10.3969/j.issn.1671-7287.2016.03.015
11 骆正清, 董永杰. 利他偏好下双渠道供应链定价决策研究[J]. 工业技术经济, 2018, 37 (2): 91- 98.
doi: 10.3969/j.issn.1004-910X.2018.02.011
LUO Zhengqing , DONG Yongjie . Study on pricing decision of dual-channel supply chain under altruistic preferences[J]. Journal of Industrial Technological Economics, 2018, 37 (2): 91- 98.
doi: 10.3969/j.issn.1004-910X.2018.02.011
12 RAJENDRAN K N , TELLIS G J . Contextual and temporal components of reference price[J]. Journal of Marketing, 1994, 58 (1): 22- 34.
doi: 10.1177/002224299405800102
13 NASIRY J , POPESCU I . Dynamic pricing with loss-averse consumers and peak-endanchoring[J]. Operations Research, 2011, 59 (6): 1361- 1368.
doi: 10.1287/opre.1110.0952
14 ZHANG J , GOU Q , LIANG L , et al. Supply chain coordination through cooperative advertising with reference price effect[J]. Omega, 2013, 41 (2): 345- 53.
doi: 10.1016/j.omega.2012.03.009
15 计国君, 孙忠锋. 考虑参照价格效应及异质性消费者的预售决策[J]. 系统工程理论与实践, 2018, 38 (12): 3059- 3070.
doi: 10.12011/1000-6788(2018)12-3059-12
JI Guojun , SUN Zhongfeng . Advance selling with reference price effect and consumer heterogeneity[J]. Systems Engineering-Theory & Practice, 2018, 38 (12): 3059- 3070.
doi: 10.12011/1000-6788(2018)12-3059-12
16 周尔凤, 张廷龙, 倪蕾, 等. 竞争中的参考价格效应及承诺[J]. 中国管理科学, 2018, 26 (8): 75- 85.
ZHOU Erfeng , ZHANG Tinglong , NI Lei , et al. Advertising and price decisions considering reference price effect[J]. Chinese Journal of Management Science, 2018, 26 (8): 75- 85.
17 浦徐进, 李栋栋, 王执杰. 考虑参照价格效应的双渠道供应链协调机制设计[J]. 控制与决策, 2017, 32 (7): 1273- 1278.
PU Xujin , LI Dongdong , WANG Zhijie . Coordination mechanism of dual-channel supply chains considering reference price effect[J]. Control and Decision, 2017, 32 (7): 1273- 1278.
18 林志炳. 基于制造商建议零售价的供应链定价策略[J]. 中国管理科学, 2016, 24 (11): 153- 161.
LIN Zhibing . Supply chain pricing strategy based on manufacturer's recommended retail price[J]. Chinese Journal of Management Science, 2016, 24 (11): 153- 161.
19 刘昊, 王志平, 李桃迎. 考虑建议零售价的双渠道供应链批发价格模式选择[J]. 计算机应用研究, 2019, 36 (3): 812- 816.
LIU Hao , WANG Zhiping , LI Taoying . Wholesale pricing in dual-channel supply chain with suggested retail[J]. Application Research of Computers, 2019, 36 (3): 812- 816.
20 程茜, 汪传旭, 徐朗. 考虑利他偏好的供应链定价和减排决策[J]. 工业工程与管理, 2018, 23 (2): 159- 166.
CHENG Xi , WANG Chuanxu , XU Lang . Decision of pricing and reduction rate in supply chain considering altruism preference[J]. Industrial Engineering and Management, 2018, 23 (2): 159- 166.
21 代应, 林金钗, 覃燕红, 等. 考虑消费者低碳偏好的零售商利他型低碳供应链协调[J]. 生态经济, 2016, 32 (10): 87- 92.
DAI Ying , LIN Jinchai , QIN Yanhong , et al. The coordination of low-carbon supply chains under retailers' altruism based on customers' low-carbon preference[J]. Ecological Economy, 2016, 32 (10): 87- 92.
[1] 司凤山,王晶,戴道明. 考虑服务质量和延迟决策的双渠道供应链演化博弈分析[J]. 《山东大学学报(理学版)》, 2020, 55(1): 86-93, 101.
[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] 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.
Viewed
Full text


Abstract

Cited
  Shared   
  Discussed   
[1] 冒爱琴1, 2, 杨明君2, 3, 俞海云2, 张品1, 潘仁明1*. 五氟乙烷灭火剂高温热解机理研究[J]. J4, 2013, 48(1): 51 -55 .
[2] 陈亚娟1,2,尚新春1*. 受热黏弹性球体中空穴的动态生成和增长[J]. J4, 2013, 48(4): 72 -76 .
[3] 张丽,许玉铭 . σ1-空间及其性质[J]. J4, 2006, 41(5): 30 -32 .
[4] 凌思涛 程学汉 魏木生. 一般线性四元数矩阵方程的Hermite解[J]. J4, 2008, 43(12): 1 -4 .
[5] 王 震,蒋鹏飞 . 古诺寡头市场分销商线性激励机制[J]. J4, 2008, 43(9): 85 -88 .
[6] 尹华军1,2,张习勇1,2*. 特征为2的有限域上二次函数指数和计算的新方法[J]. J4, 2013, 48(3): 24 -30 .
[7] 王志刚 秦新强 党发宁 苏李君. 楔形基无网格法解的存在惟一性[J]. J4, 2010, 45(2): 44 -49 .
[8] 杨朝强. 一类混合跳-扩散分数布朗运动的欧式回望期权定价[J]. J4, 2013, 48(6): 67 -74 .
[9] 王 燕,张义宁,杜殿楼 . 一族孤立子系统的规范变换[J]. J4, 2008, 43(8): 82 -89 .
[10] 唐风琴1,白建明2. 一类带有广义负上限相依索赔额的风险过程大偏差[J]. J4, 2013, 48(1): 100 -106 .
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