| 考虑电商平台拼购折扣的双渠道供应链协调定价 |
| Study of coordination pricing of supplier dual-channel supply chain considering group-purchase discount of e-commerce platform |
| 摘要点击 222 全文点击 0 投稿时间：2020-06-10 修订日期：2021-11-02 |
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| 中文关键词 电商平台；拼购折扣；双渠道供应链；协调定价；Shapley值 |
| 英文关键词 e-commerce platform; group purchase discount; dual-channel supply chain； coordination pricing; Shapley value |
| 基金项目 国家自然科学基金资助项目(71871017)；北京市教委社科基金资助项目(SM201910037004) |
| 作者 | 单位 | 邮编 | | 王道平 | 北京科技大学 | 100083 | | 周玉* | 北京科技大学 | 100083 |
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| 中文摘要 |
| 本文研究了电商平台拼购折扣活动对双渠道供应商与零售商定价策略的影响. 首先求解集中式与分散式决策下两渠道的最优定价与利润, 分析折扣影响下产品价格、需求及供应链成员利润的变化规律, 同时确定折扣率的范围; 然后以分散式决策下各成员最优利润为基准设计基于Shapley值的协调定价方案, 并进行数值分析. 结果表明, 较大的折扣力度并不能保证平台利润的最大化, 消费者的拼购成本系数较低时,平台实行拼购折扣对零售商利润的损害程度较大.平台实行拼购折扣后线上渠道销售价格下降, 零售渠道销售价格提高, 两种决策模式下购买产品的消费者数量均增加, 且存在一个关于折扣率的临界阈值,低于该阈值时, 消费者数量会随折扣率增大而增加. |
| 英文摘要 |
| Considering the effects of e-commerce platform’s group purchase discount on dual channel supply chain pricing strategy, this paper calculates the optimal price, profit of each channel and reasonable range of discount under centralized or decentralized decision mode, as well as analyzes the change rules of price and profit under the influence of discount. Then, based on members’ profit under decentralized decision, a coordinated pricing scheme based on Shapley value is designed. Finally, numerical simulation is carried out.The results show that a large degree of discount cannot guarantee the maximum benefit of platforms, platform’s discount would damage retailers’ profits when consumers’ purchase cost coefficient is small. The purchase price of online channel is decrease while retail channel price is increase after platform implements discount. Besides, the number of consumers increases in two decision modes, and below a critical discount threshold, the number of consumers is proportional to discount rate. |
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