摘要
针对优惠券促销对供应链中产品定价及渠道成员收益的影响,考虑从消费者效用理论角度,构建单一渠道和双渠道投放优惠券的博弈模型,探讨优惠券促销投入和消费者偏好扰动下的渠道竞争效应,寻求供应链系统的组合优化策略,最后通过双重协调机制改善供应链运作效率。结果表明:1)存在优惠券投放、产品批发价格及零售价格的最优化组合实现供应链优化;2)零售商利润与优惠券面值呈正相关关系,制造商利润与优惠券面值呈凹函数关系;3)制造商投放定向优惠券造成两个渠道抢占细分市场,加剧了渠道冲突,影响了制造商和零售商的利润。为此设计双重协调机制,通过成本共担契约实现供应链的协调和成员利润的帕累托改进。
Aiming at the impact of coupon promotion on product pricing and channel member revenue in the supply chain,the game model of single-channel and dual-channel about coupon delivery are constructed from the perspective of consumer utility theory.Under the disturbance of coupon promotion input and consumer preference,the channel competition effect is analyzed and the optimization strategy in supply chain is found.Finally,the dual coordination mechanism is proposed to improve the operation efficiency of supply chain.The results show that there is an optimal combination of the coupon delivery,the wholesale price and the retail price to achieve supply chain optimization.The retailer’s profit is positively correlated with the coupon’s face value,and the manufacturer’s profit has a concave function relationship with the coupon’s face value.Targeted coupons released by manufacturers cause two channels to seize market segments,which intensifies the channel conflict and affects the manufacturer and Retailer’s profit.Therefore,a dual coordination mechanism is designed to achieve supply chain coordination and Pareto improvement of member profits through a cost-sharing contract.
作者
司银元
杨文胜
李宗活
陈庶伟
SI Yinyuan;YANG Wensheng;LI Zonghuo;CHEN Shuwei(Nanjing University of Science and Technology,Nanjing 210094,China;Jiangsu Xinyuan Reconstituted Tobacco Co.Ltd,Huaian 223003,China)
出处
《工业工程与管理》
CSSCI
北大核心
2020年第1期118-126,共9页
Industrial Engineering and Management
基金
国家自然科学基金资助项目(71771122)
教育部人文社会科学基金项目(15YJA630087,1151070862)
江苏省哲学社会科学基金项目(19GLB009).
关键词
双渠供应链
效用理论
优惠券投放
渠道冲突
双重协调机制
dual channel supply chain
utility theory
coupon delivery
channel conflict
dual coordination mechanism
