产品质量差异与需求不确定双因素下的双渠道供应链分销策略选择

在考虑产品质量差异与需求不确定双因素影响的基础上,通过构建垂直Nash定价与库存联合博弈模型,研究当线上与线下双渠道销售特定异质产品时,供应链成员如何根据不同的产品类型选择最优分销策略以实现双渠道供应链的共赢。研究结果表明:对于质量差异化低且需求不确定性低的产品类型,供应链成员的共赢分销策略是在线下渠道销售低质量产品并在线上渠道销售高质量产品；对于质量差异化低且需求不确定性高的产品类型,共赢分销策略是在线下销售高质量产品并在线上销售低质量产品；当制造商采用“做坏品”质量差异化策略时,产品类型和分销策略之间的最佳匹配依然保持稳健。

Distribution Strategy Selection in Dual-Channel Supply Chains with Quality Differentiation and Demand Uncertainty

Could distributing vertically differentiated products in separate channels achieve a win-win outcome in the dual-channel supply chain? This paper solves the critical problem of how dual-channel supply chain members choose optimal distribution strategies regarding different product types. Products are categorized according to two characteristics : degree of quality differentiation and demand uncertainty. The manufacturer and the retailer engage in a Nash game that first simultaneously decides on inventories regarding demand forecast and then sets retail prices after uncertain demand realizes. The results show that for product types with low quality differentiation and low demand uncertainty, both supply chain members prefer to distribute low-quality products offline and high-quality products online. Meanwhile, for product types with low quality differentiation and high demand uncertainty, both supply chain members prefer to distribute high-quality products offline and low-quality products online. Finally, we prove that the optimal matches between product types and distribution strategies remain robust when quality differentiation derives from degrading high-quality products.