消费者“搭便车”行为影响下的双渠道供应链定价和促销策略研究

doi:10.16381/j.cnki.issn1003-207x.2016.10.010

中国管理科学 ›› 2016, Vol. 24 ›› Issue (10): 86-94.doi: 10.16381/j.cnki.issn1003-207x.2016.10.010

消费者“搭便车”行为影响下的双渠道供应链定价和促销策略研究

浦徐进^1,2, 龚磊¹

1. 江南大学商学院, 江苏无锡 214122;
2. 食品安全与营养协同创新中心, 江苏无锡 214122

收稿日期:2015-01-08 修回日期:2015-04-30 出版日期:2016-10-20 发布日期:2016-12-27
通讯作者: 浦徐进(1979-),男(汉族),江苏无锡人,江南大学商学院教授,博士,研究方向:供应链管理、行为运筹,E-mail:puyiwei@ustc.edu. E-mail:puyiwei@ustc.edu
基金资助:
国家自然科学基金面上项目（71371086）；江南大学自主科研计划重点项目（JUSRP51416B）；江苏省哲学社会科学优秀创新团队（2013-011）；国家社会科学基金重大项目（14ZDA069）

Pricing and Promotion Strategies in the Dual-channel Supply Chain Considering the Free-riding Behavior of Consumers

PU Xu-Jin^1,2, GONG Lei¹

1. Business School, Jiangnan University, Wuxi 214122, China;
2. Synergetic Innovation Center of Food Safety and Nutrition, Wuxi 214122, China

Received:2015-01-08 Revised:2015-04-30 Online:2016-10-20 Published:2016-12-27

摘要/Abstract

摘要： 在制造商主导的二层双渠道供应链背景下，考察由于实体店促销努力而新进入市场消费者的“搭便车”行为，刻画供应链定价和促销策略发生的变化，并设计一个制造商分担实体店促销努力成本的协调机制来改善供应链运作效率。研究发现：（1）促销成本分担机制的介入将同时提高实体店零售价格和网店直销价格，但无论是否存在促销成本分担机制，网店直销价格均显著低于实体店零售价格；（2）新进入市场消费者的“搭便车”行为将会显著降低实体店促销努力水平和供应链整体利润水平；（3）促销成本分担机制可以实现制造商和实体店双方利润水平的Pareto改进。最后用数值仿真验证了促销成本分担机制作为供应链协调机制的可行性。

关键词: 双渠道供应链, 促销努力, ", 搭便车", 行为, 成本分担机制

Abstract: With the rapid development of the Internet, manufacturers are increasingly adopting a dual-channel approach to selling products, (i.e., a traditional retail channel and an online direct channel). Consequently, consumers can experience a product in a brick-and-mortar store while shopping online for the cheapest price. Using the two-stage optimization technique and the Stackelberg game, we examine the impact of consumer free-riding on sales effort and prices in a centralized and a decentralized dual-channel supply chain. We find that both the sales effort and the whole supply chain profit are much lower in the decentralized setting than in the centralized setting. Moreover, the sales effort and the whole supply chain profit decrease as the rate of free-riding increases in both centralized and decentralized settings. In order to improve supply chain efficiency, we propose a certain cost-sharing contract. This contract is proved to lead to a Pareto improvement for both supply chain partners. The numerical study demonstrates how the proposed contract is applied as well as how it improves supply chain efficiency.

Key words: dual-channel supply chain, sales effort, consumer free-riding, cost-sharing contract

中图分类号:

F224

浦徐进, 龚磊. 消费者“搭便车”行为影响下的双渠道供应链定价和促销策略研究[J]. 中国管理科学, 2016, 24(10): 86-94.

PU Xu-Jin, GONG Lei. Pricing and Promotion Strategies in the Dual-channel Supply Chain Considering the Free-riding Behavior of Consumers[J]. Chinese Journal of Management Science, 2016, 24(10): 86-94.

参考文献

[1] 中国电子商务研究中心.2015年中国网络零售交易近4万亿元[N/OL].2016-05-27,http://b2b.toocle.com/detail--6335683.html

[2] Chiang W K,Chhajed D,Hess J D.Direct marketing,indirect profits:A strategic analysis of dual-channel supply chain design[J].Management Science,2003,49(1):1-20.

[3] Yan Ruiliang,Pei Zhi.Retail services and firm profit in a dual-channel market[J].Journal of Retailing and Consumer Services,2009,16(4):306-314.

[4] Chen Jing,Zhang Hui,Sun Ying.Implementing coordination contracts in a manufacturer stackelberg dual-channel supply chain[J].Omega,2012,40(5):571-583.

[5] Huang Song,Yang Chao,Zhang Xi.Pricing and production decisions in dual-channel supply chains with demand disruptions[J].Computers and Industrial Engineering,2012,62(1):70-83.

[6] Berger P D,Lee J,Weinberg B D.Optimal cooperative advertising integration strategy for organization adding a direct online channel[J].Journal of Operational Research Society,2006,57(3):920-927.

[7] Dan Bin,Xu Guangye,Liu Can.Pricing policies in a dual-channel supply chain with retail services[J].International Journal of Production Economics,2012,139(1):312-320.

[8] Abhishek V,Jerath K,Zhang Z J.Agency selling or reselling? Channel structures in electronic retailing[J].Management Science,2016,8(62):2259-2280

[9] 范小军,刘艳.制造商引入在线双渠道的双渠道价格与服务竞争策略[J].中国管理科学,2016,24(7):143-148.

[10] 中国社科院财经战略研究院课题组,荆林波.电子商务:中国经济发展的新引擎[J].求是,2013,11:15-17.

[11] 申成然,熊中楷,晏伟.网络比价行为下双渠道定价及协调策略研究[J].中国管理科学,2014,22(01):84-93.

[12] Van Baal S,Dach C.Free riding and customer retention across retailer's channels[J].Journal of Interactive Marketing,2005,19(2):75-85.

[13] Mittelstaedt R A.Sasquatch,the abominable snowman,free riders and other elusive beings[J].Journal of Macro-marketing,1986,6(2):25-35.

[14] Chiu H,Hsieh Y,Roan J,et al.The challenge for multichannel services:Cross-channel free-riding behavior[J].Internet Commerce Research and Applications,2011,10(2):268-277.

[15] 丁正平,刘业政.存在搭便车时双渠道供应链的收益共享契约[J].系统工程学报,2013,28(3):370-376.

[16] 罗美玲,李刚,张文杰.双渠道供应链中双向搭便车研究[J].系统管理学报,2014,23(03):314-323+338.

[17] Yue Xiaohang,Liu J.Demand forecast sharing in a dual-channel supply chain[J].European Journal of Operational Research,2006,174(1):646-667.

[18] Huang Wei,Swaminathan J M.Introduction of a second channel:Implications for pricing and profits[J].European Journal of Operational Research,2009,194(1):258-279.

[19] Krishnan H,Kapuscinski R,Butz D A.Coordinating contracts for decentralized supply chains with retailer promotional effort[J].Management Science,2004,50(1):48-63.

消费者“搭便车”行为影响下的双渠道供应链定价和促销策略研究

Pricing and Promotion Strategies in the Dual-channel Supply Chain Considering the Free-riding Behavior of Consumers

PDF (PC)

可视化

摘要/Abstract

引用本文

使用本文

参考文献

相关文章 15

Metrics

本文评价

推荐阅读 0

[1]	聂如欣,田章朋,梁鹤鸣. 社会网络环境下基于行为管理的大群体共识决策方法[J]. 中国管理科学, 2024, 32(9): 35-47.
[2]	张磊,叶鑫. 考虑风险态度和自信行为的应急响应等级决策方法[J]. 中国管理科学, 2024, 32(6): 120-128.
[3]	胡华清,王璐,葛泽慧,陈丽华. 制造商差异化供应下的零售商信息策略[J]. 中国管理科学, 2024, 32(6): 255-266.
[4]	赵新刚,周颖. 重大突发公共卫生事件中社会群体行为演化的计算实验：以新冠疫情为例[J]. 中国管理科学, 2024, 32(5): 207-217.
[5]	张雪彤,张卫国,王超. 发达市场与新兴市场的尾部风险[J]. 中国管理科学, 2024, 32(4): 14-25.
[6]	蒋志强,王逸明,汪鹏,周炜星. 亲社会行为机理可以促进医疗众筹项目筹资吗？[J]. 中国管理科学, 2024, 32(4): 227-236.
[7]	景熠,曹柳,张闻秋. 考虑多元行为策略的地方政府大气治理四维演化博弈分析[J]. 中国管理科学, 2024, 32(4): 306-314.
[8]	蒋丹,张广玲. 升序还是降序？商品排序对在线购物车废弃行为的影响研究[J]. 中国管理科学, 2024, 32(3): 178-187.
[9]	董念念,尹奎,谷炜. 每日绩效压力影响员工创新行为的内在机制与边界条件研究[J]. 中国管理科学, 2024, 32(3): 278-286.
[10]	王大澳,王欢,赵士南,菅利荣. 互联网信用支付对零售商库存决策的影响研究[J]. 中国管理科学, 2024, 32(2): 119-128.
[11]	李伟伟,易平涛,王露. 基于行为特征分析的情境化评价方法及应用[J]. 中国管理科学, 2024, 32(10): 171-180.
[12]	张子元,裔士明,于丽英. 基于顾客价值的双渠道供应链合作增值服务决策研究[J]. 中国管理科学, 2024, 32(10): 203-213.
[13]	白世贞,贾雪莲. 资金约束型生鲜农产品双渠道供应链运营策略研究[J]. 中国管理科学, 2024, 32(10): 275-285.
[14]	姚凡军,肖汉,高野,高红伟. 碳配额交易政策下考虑消费者偏好和成员行为的供应链微分博弈研究[J]. 中国管理科学, 2024, 32(1): 231-241.
[15]	郭强,陈小兰,赵新元. 酒店官网和OTA渠道博弈研究[J]. 中国管理科学, 2024, 32(1): 242-250.