纸质书与电子书双渠道供应链定价与契约选择策略

为研究纸质书与电子书的定价与出版商契约选择策略，基于博弈理论构建以契约组合为联结方式的四类图书双渠道供应链模型。研究表明，纸质书与电子书价格是替代率、单位版税成本的增函数，与买断成本无关。当版税成本较小时出版商选择版税契约，否则选择买断契约；当分成比例较小时出版商选择代理契约，否则选择批发契约。图书替代率越小出版商越偏爱版税契约和代理契约，图书替代率越大出版商越偏爱买断契约和批发契约。

Pricing and Contract Selection in Dual-channel Supply Chain for P-books and E-books

In order to study pricing for p-books and e-books and contract selection strategy for the publisher, based on game theory, the four kinds of books dual-channel supply chain are modeled by contract portfolios. The results show that the prices of p-books and e-books are increasing functions of book substitution rate and unit royalty cost and are independent of buyout cost. When royalty costs are smaller, the publisher should choose royalty contract or else choose buyout contract. When share ratios are lesser, the publisher should select agency contract or else select wholesale contract. As the book substitution rate is lower, the publisher prefers royalty contract and agency contract. Otherwise, the publisher prefers buyout contract and wholesale contract.