基于市场需求增加的双渠道闭环供应链定价机制研究

针对制造商开辟在线销售渠道现象的普及,考虑混合双渠道销售会增加产品的潜在需求,构建制造商与零售商分散、集中定价两种决策模型,利用博弈理论对模型进行求解分析,研究表明在双方分散、集中两种定价策略模型中,随着双渠道开通导致的市场需求率的增加,制造商的批发价、零售商的销售价格上调,零售商的回收价格下降,闭环供应链系统总利润则呈现先下降后上升的变化。最后,运用数值算例进一步验证和讨论双渠道销售导致的市场需求增加对闭环供应链系统定价策略、双方利润及系统渠道效率的影响。     

On channel coordination through revenue-sharing contracts with price and shelf-space dependent demand

This paper deals with the problem of coordinating a vertically separated channel under a consignment contract with revenue sharing. We consider the demand of the downstream player, e.g., the retailer, being price and shelf-space sensitive. Under such a setting, the retailer decides on the revenue-sharing percentage and the slotting fee. And the upstream player, e.g., the manufacturer, decides on the retail price and the size of shelf-space. For each item sold, the retailer deducts an agreed-upon percentage from the selling price and remits the balance to the manufacturer. We model the decision-making of the two firms as a Stackelberg game, and carry out equilibrium analysis for both the centralized and decentralized regimes of the channel, with and without cooperation. In addition, a profit sharing scheme through a two-part slotting allowance is proposed, which leads to Pareto improvements among channel participants. Our analysis reveals that the non-cooperative game tends to set a higher revenue-sharing percentage and lower slotting fee by the retailer, and a higher retail price and less display space by the manufacturer, which leads to a lower channel profit. The consistent bias can be perfectly rectified by the cooperative game through the proposed two-part contractual agreement.     

考虑消费者具有质量和价格偏好的双渠道供应链最优决策

产品价格和质量是消费者永恒的关注点。虽然多渠道给消费者带来了便捷的购物途径, 但是不同渠道的产品存在质量和价格分差异, 消费者在购买时须面对一个渠道、价格和质量的协调选择问题。本文提出了消费者对产品质量和价格偏好的双渠道定价决策模型, 并讨论了以制造商为领导者的分散决策和集中决策情形下的最优策略。比较了消费者偏好及产品质量水平对不同决策情形下的供应链决策的影响, 并通过设计收益共享契约机制实现了渠道的协调并证明了其有效性。研究表明:当产品质量在一定范围内时, 制造商和零售商可以获得最大利润;当消费者对质量的偏好逐渐增加时, 制造商的利润和零售商的利润随着消费者对质量的偏好提高而下降;制造商和零售商可以通过协调销售价格消除供应链的双重边际效应,从而实现供应链的协调。最后利用算例分析了消费者的质量、价格偏好对总利润的影响并给出了相应的管理启示。     

A supply chain model with direct and retail channels

We study a dual channel supply chain in which a manufacturer sells to a retailer as well as to consumers directly. Consumers choose the purchase channel based on price and service qualities. The manufacturer decides the price of the direct channel and the retailer decides both price and order quantity. We develop conditions under which the manufacturer and the retailer share the market in equilibrium. We show that the difference in marginal costs of the two channels plays an important role in determining the existence of dual channels in equilibrium. We also show that demand variability has a major influence on the equilibrium prices and on the manufacturer’s motivation for opening a direct channel. In the case that the manufacturer and the retailer coordinate and follow a centralized decision maker, we show that adding a direct channel will increase the overall profit. Our numerical results show that an increase in retailer’s service quality may increase the manufacturer’s profit in dual channel and a larger range of consumer service sensitivity may benefit both parties in the dual channel. Our results suggest that the manufacturer is likely to be better off in the dual channel than in the single channel when the retailer’s marginal cost is high and the wholesale price, consumer valuation and the demand variability are low.     

The role of retailer’s performance in optimal wholesale price discount policies

The main goal of this paper is to model the effects of wholesale price control on manufacturer’s profit, taking explicitly into account the retailer’s sales motivation and performance. We consider a stylized distribution channel where a manufacturer sells a single kind of good to a single retailer. Wholesale price discounts are assumed to increase the retailer’s motivation thus improving sales. We study the manufacturer’s profit maximization problem as an optimal control model where the manufacturer’s control is the discount on wholesale price and retailer’s motivation is one of the state variables. In particular in the paper we prove that an increasing discount policy is optimal for the manufacturer when the retailer is not efficient while efficient retailers may require to decrease the trade discounts at the end of the selling period. Computational experiments point out how the discount on wholesale price passed by the retailer to the market (pass-through) influences the optimal profit of the manufacturer.     

Coordinating a supply chain with green innovation in a dynamic setting

This paper addresses the channel coordination problem in a green supply chain consisting of a manufacturer and a retailer, in which the manufacturer controls green innovation and wholes price, while the retailer controls sales price. Pricing and green innovation strategies in integrated and decentralized channels are computed and compared, and a two-part tariff contract is designed to coordinate the decentralized supply chain. A Nash bargaining model is further developed to distribute the extra-profit between channel members. A numerical example is conducted to explore the impacts of green effectiveness and operational inefficiency effect on optimal/equilibrium solutions and coordination. The main results show that the green innovation investment, energy efficiency level and channel profit of integrated channel are larger than those of decentralized one, but the relationship of sales prices under two channel structures depends on system parameters. Green effectiveness exerts a positive effect on optimal/equilibrium solutions. The coordinator’s coordination capability is improved by green effectiveness, but weakened by operational inefficiency effect.     

规模不经济下基于一致定价和促销努力的双渠道供应链协调策略

在制造商存在规模不经济环境下,分别针对集中决策模式和分散决策模式,建立了基于一致定价和促销努力的双渠道供应链协调策略模型,分析了规模不经济和服务负溢出效应对供应链运营决策的影响,得到了集中和分散决策下各企业最优运作策略和收益。研究指出,规模不经济的双渠道供应链在分散决策批发价契约下无法实现供应链协调;而分散决策网络渠道收益共享契约能够实现双渠道总收益等于集中决策模式下供应链收益,但无法保证各主体始终获得高于批发价合同下的收益;进一步,设计了带有固定补偿的网络渠道收益共享契约,通过对固定补偿值的有效设计,不仅可以保证双渠道总收益等于集中决策模式下供应链收益,且可以始终保证各主体收益不低于分散决策批发价契约下其所得收益,从而实现各主体利益双赢以及供应链的有效协调。     

Supply chain coordination for fuzzy random newsboy problem with imperfect quality

Facing to imperfect quality and fuzzy random market demand in the real-life inventory management, a two-echelon supply chain system with one retailer and one manufacturer for perishable products is considered. Two fuzzy random models for the newsboy problem with imperfect quality in the decentralized and centralized systems are presented. The expectation theory and signed distance are employed to transform the fuzzy random model into crisp model. The optimal policies in the two decision-making systems are derived and analyzed contrastively. The theoretical analysis shows that manufacturer’s repurchase strategy can achieve the increase in the whole supply chain profit. The influence of the fuzzy randomness of the demand and the defective rate on the optimal order quantity, the whole supply chain profit and the repurchasing price is analyzed via numerical examples.     

随机弹性需求下供应链销售价格与提前期联合决策及协调机制

研究了市场需求随机且对销售价格及提前期敏感的条件下,供应链如何制定最优的销售价格、提前期以及库存因子使得利润最大化。首先,分析了集中决策与分散决策供应链的最优决策,发现集中决策与分散决策模式下的提前期与库存因子是相同的,但分散决策下的销售价格更高、期望利润更低,且分散决策与集中决策供应链的利润之比随着需求对价格的敏感程度的增大而增大。然后建立了收入共享与成本分担的协调机制,并分析了其最优决策。研究发现,协调决策机制可以有效地压缩提前期,并能同时使供应链达到帕累托改进,但不能达到完美协调,而且还发现协调决策下制定的最优销售价格比分散决策要低。最后通过数值计算对三种供应链决策模式下的绩效进行了比较分析,结果表明供应链利润随着需求方差增大而减小,提前期压缩程度随着材料成本承担比例增大而增大。上述结论可以为企业制定销售价格与提前期决策以及企业间的协调提供有益的指导。     

Channel incentives in sharing new product demand information and robust contracts

Demand for a new product is often highly uncertain. As the developer of a new product, the manufacturer may reduce the uncertainty of the product’s demand through observing progress in his product development process or receiving demand signals directly from customers. This paper first shows that a centralized channel always benefits from improved demand information. Yet, to realize this benefit in a decentralized manufacturer–retailer channel, the manufacturer needs to disclose his private demand information to the retailer. We show that the manufacturer’s incentive to share his improved demand information depends on the supply contract signed with the retailer. Furthermore, mandating the manufacturer to disclose his improved demand information can actually reduce the total channel profit. We provide managerial insights by analyzing three widely used contract forms. We investigate whether these contracts are robust under an unanticipated demand information update observed by the manufacturer. We show that the quantity flexibility contract with a high return rate is not robust. The buyback contract, however, is robust and always achieves information sharing while preserving channel performance.