基于制造商销售渠道选择的供应链定价策略研究

制造商开通网络直销渠道必然会影响相关零售商的利润,从而产生渠道冲突以及影响零售商的订货积极性.因此,制造商在开通网络直销渠道时,有必要通过适当的利润共享与相关零售商实现供应链共赢.本文构建了零售商拥有双渠道前提下制造商营销渠道选择的供应链定价决策模型.在供应链集中决策和制造商主导的Stackelberg分散决策情形下,研究了制造商考虑不开辟网络直销与开辟网络直销渠道同时执行利润共享的定价策略.通过对比研究和数值算例分析后发现:在一定利润共享机制下,制造商开通网络直销渠道将有利于提升制造商和零售商以及整个混合渠道供应链的绩效.

Pricing strategy of supply chain based on manufacturer's marketing channel selection

Manufacturers' launching online direct marketing channels does inevitably affect retailer's profit, which will lead to channel conflict between manufacturers and retailers and also influence the retailers' ordering enthusiasm. Therefore, it is necessary to share partial profit with related retailers so as to achieve win-win strategy. This paper constructs a pricing model of supply chain for manufacturers' marketing channel selection while retailers have dual channels. Based on the centralized decision-making of supply chain and the Stackelberg decentralized decision-making with manufacturers' marketing power, it studies the optimal pricing strategy for both the manufacturers without and with online direct marketing channels under a certain profit sharing mechanism. By comparative study and numerical analysis, it can be found that manufacturers' launching online direct marketing channels will promote the performances of manufacturers, retailers and the whole supply chain under a certain profit sharing mechanism, respectively.