不同价格模式下的双渠道供应链决策研究

针对由直销渠道和传统零售渠道组成的供应链，考虑需求同时受价格和广告投入影响的情况下供应链的最优决策问题。分别讨论由零售商决定渠道价格的价格一致模式和制造商与零售商分别决定渠道价格的价格非一致模式下的Stackelberg博弈模型，并研究在价格非一致模式下合作广告对决策的影响。最后算例分析将两种价格模式与集中决策模式下的最优决策值及供应链总收益进行比较。分析结果表明，对于制造商和整个双渠道供应链而言，采用价格非一致模式优于价格一致的模式。对于零售商而言，在一定条件下价格一致模式对自己有利。

Study on Decisions of Dual Channel Supply Chain with Different Pricing Schemes

For a supply chain with a direct channel and a traditional channel, the optimal decisions are studied when the demand depends on prices and advertising expense. The Stackelberg game model are analyzed respectively under different pricing scheme: the consistent pricing scheme under which retailer decides the channel prices and the inconsistence pricing scheme under which manufacturer and retailer decide their own channel prices respectively. Furthermore, the impact of cooperative advertising on the optimal decisions are investigated. The numerical analysis compares the optimal decisions and the profits under different schemes and centralized decision model. The research shows that the inconsistent pricing scheme is superior to the consistent pricing scheme for manufacturer and the dual channel supply. The consistent pricing scheme is benefit to retailer under certain conditions.