| 渠道偏好行为下双渠道供应链的定价决策 |
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| 引用本文： | 王伟光,王汉逸.渠道偏好行为下双渠道供应链的定价决策[J].武汉理工大学学报(信息与管理工程版),2014(4):533-536. |
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| 作者姓名： | 王伟光 王汉逸 |
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| 作者单位： | 天津大学管理与经济学部,天津300072 |
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| 基金项目： | 教育部高等学校博士学科点专项科研基金资助项目（20100032110034）; 教育部人文社会科学研究规划基金资助项目（12YJAZH052） |
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| 摘 要： | 考虑了消费者对零售渠道及直销渠道的渠道偏好程度,研究了单一制造商和单一零售商组成的销售单一产品的双渠道供应链,分别进行了集中决策和分散决策的分析,并得出了集中决策均衡解和制造商主导的Stackelberg均衡解。同时,通过采用价格加成契约实现了供应链的协调和双赢,并通过数值试验验证了分散决策的低效率,通过价格加成契约能实现供应链的帕累托改进。
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| 关 键 词： | 双渠道供应链 渠道偏好 价格加成契约 |
Pricing Decision in Dual Channel Supply Chain with Channel Preference |
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| WANG Weiguang,Wang Hanyi.Pricing Decision in Dual Channel Supply Chain with Channel Preference[J].Journal of Wuhan University of Technology(Information & Management Engineering),2014(4):533-536. |
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| Authors: | WANG Weiguang Wang Hanyi |
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| Affiliation: | ( Department of Management and Economics, Tianjin University, Tianjin 300072, China.) |
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| Abstract: | A dual-channel supply chain with one manufacture and one retailer selling single product was analyzed when the consumers＇ channel preferences were taken into consideration.The centralized and distributed supply chains were studied by conducting a Stackelberg game with the manufacture as the leader.The equilibriums in centralized and distributed situations were obtained.Finally,the win-win situation of the supply chain was achieved by using a price markup contract.At the same time,a numerical analyze was conducted to certify the results. |
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| Keywords: | dual channel supply chain channel preference price markup coordination |
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