具有第三方物流的混合渠道供应链定价与协调研究

混合渠道是指在由单个制造商和零售商组成的供应链中,制造商和零售商在传统零售渠道的基础上,增开网络直销渠道。针对这种渠道结构,文章将第三方物流（third party logistics,简称3PL）服务提供商引入到供应链中来,利用博弈理论模型研究该三级混合分销渠道供应链的渠道定价与协调问题。基于集中决策和分散决策两种情形,分别建立了Nash和Stackelberg博弈模型,并给出了两种情况下的均衡价格,研究表明,在一定条件下,系统总利润随着经销主体差异和渠道价格差异的增大而增加。最后通过算例比较分析了不同条件下各节点企业的均衡价格与利润。

Research on Pricing and Coordination of Hybrid Channels Supply Chain with the Third Party Logistics

In the supply chain consisting of a single manufacturer and a single retailer,both the manufacturer and the retailer open up online direct sales channel based on the traditional retail channel.In this kind of channel structure(hereinafter referred to as ’hybrid channels’),the third party logistics(3PL) service provider is introduced to the participation in the supply chain competition.And channel pricing and coordination problems of the supply chain have been studied by game theory models.Based on centralized decision-making and decentralized decision-making,Nash and Stackelberg game models are established and the equilibrium prices are given.The results show that under certain conditions,the total system profit increases as the differences of distributors and channel price increase.Finally,the equilibrium price and profit of each node in different conditions are analyzed by a numerical example.