供应链中双重混合渠道分销的价格竞争及均衡分析

分销渠道决策是企业能否将产品送达市场并获利的决定因素,因此,分销渠道一直是商家的必争之地。随着网络及信息技术的快速发展,渠道之争也跃进到了虚拟分销渠道之上。本文针对制造商与零售商同时具有实体与网络两种分销渠道的双重混合分销渠道结构模式,分别基于分散控制和集中控制两种情况建立博弈模型,研究了制造商与零售商的价格竞争策略。最后通过数值实验分析了不同条件下制造商与零售商的均衡价格、销售量及利润的变化趋势,并得出了具有启发性结论。

Price Competition and Equilibrium Analysis in Supply Chain with Double Hybrid Distribution Channels

The distribution channel decision is the determinant of the most profitable ways to reach the market.Therefore the distribution channel has always been a hotly contested spot for trade companies. With fast development of network information technology the scramble for distribution channel has escalated into virtual distribution channel.Concerning the structure of double hybrid distribution channels in which manufacture and retailer have brick and click distribution channels simultaneously,game models are set up to study the price competition policy between manufacture and retailer based on decentralized and centralized control policies. Finally by numerical experiments,we analyze the variation tendency of equilibrium price,sales volume and profit at different conditions and reach enlightening conclusions.