考虑供应链渠道冲突的零售商自有品牌产品定价方法

自有品牌产品定价是电子商务环境下零售商实施渠道管理的关键因素，其合理与否直接影响到零售商利润和供应链稳定.鉴于此，针对存在供应链渠道冲突的零售商自有品牌定价问题，从协调的角度，利用对偶理论与优化模型，构建了基于最小协调成本的零售商自有品牌产品定价决策方法，并利用其探讨协调的经济意义，求解零售商自有品牌产品最优定价.结果表明，所构建的模型能够有效描述和解决零售商自有品牌产品定价问题，并在一定程度上消除供应链渠道冲突，保证供应商和零售商长期有效合作和供应链可持续发展.

A Pricing Approach for the Retailer's Own Brand Product Considering Channel Conflict in the Supply Chain

Pricing of private brand products is the core problem for retailers to implement channel management under the E-commerce environment, which has a direct impact on retailer profit and supply chain stability performance. In view of this, with respect to the problem of retailer''s own brand pricing in the conflict of supply chain channel, from the angle of coordination, based on duality theory and optimization model, a pricing decision method for the retailer''s own brand product based on minimum coordination cost is established, and then it is exploited to analyze the economic significance of coordination, and to solve the optimal pricing of retailers'' own-brand products. The results show that the proposed model can effectively describe and solve the pricing problem of retailers'' own-brand products, eliminate supply chain channel conflicts to a certain extent, and ensure long-term effective cooperation between suppliers and retailers and sustainable development of supply chain.