基于市场细分的双渠道供应链决策模型

发布时间：2018-03-18 08:22

本文选题：供应链　切入点：双渠道　出处：《运筹与管理》2013年05期 　论文类型：期刊论文

【摘要】：提出零售商在一级市场生命周期末开辟二级市场的构想。在市场信息完全的前提下,根据消费者效用选择函数建立了双渠道供应链定价决策模型,并求解出零售商开辟二级市场后的零售商和制造商的最优定价。研究发现:分散式决策模式下,当一级市场仅有网络直销渠道,零售商不会开辟二级市场;当一级市场零售渠道和网络直销渠道都有需求,二级市场引入后的供应链成员利润可能实现Pareto改进;集中式决策模式下,只有一级市场零售渠道、网络直销渠道和二级市场都有需求且二级市场接受度超过临界值后,二级市场引入能提升供应链系统绩效。因此,零售商在特定条件下才会开辟二级市场。
[Abstract]:This paper puts forward the idea of retailers opening up secondary market at the end of the life cycle of primary market. On the premise of complete market information, the pricing decision model of two-channel supply chain is established according to the function of consumer utility selection. The optimal pricing of retailers and manufacturers after the retailers opened up the secondary market is solved. It is found that in the decentralized decision mode, when the primary market has only the network direct marketing channel, the retailer will not open the secondary market; When there is demand for both primary market retail channel and network direct marketing channel, the profit of supply chain members after the introduction of secondary market may be improved by Pareto. The secondary market can improve the performance of the supply chain system when both the network direct marketing channel and the secondary market have demand and the acceptance of the secondary market exceeds the critical value, so retailers will only open the secondary market under certain conditions.
【作者单位】：重庆交通大学管理学院;
【基金】：国家自然科学基金资助项目(71301179) 教育部高等学校博士点专项基金(20100092120041) 现代物流重庆市重点实验室开放基金(CQKLL12004) 重庆交通大学科研启动基金项目(201110)
【分类号】：F274;F224

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