策略型消费者对双渠道供应链系统最优定价策略的影响
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摘要
以一个零售商和一个制造商构成的双渠道供应链系统为对象,主要研究制造商在渠道冲突和消费者的策略性行为双重挑战下的最优定价问题。通过引入多智能体建模方法,再现了以策略型行为为代表的12类消费者的复杂决策行为,以及制造商与零售商之间的Stackelberg博弈。对多智能体模型进行仿真,数据结果表明:在市场中策略型消费者的整体影响力较弱时,制造商面临的主要问题是渠道竞争;而当策略型消费者的整体影响力较强时,制造商面临的主要问题转变为消费者的策略性行为引发的利润流失。然而,制造商可以通过收益共享契约实现双渠道协调,并削弱策略型消费者的负面影响,实现双赢。
This paper studies pricing decisions in a dual sales channel supply chain system, which consists of one manufacturer and one retailer, taking into consideration strategic consumer behavior and the impact of channel confliction. The manufacturer is the leader who decides both the direct sales channel price and wholesale price to the retailer. Accordingly, the retailer needs to decide the best response retailing price to maximize his/her own profit. With twelve consumer behavior activities analyzed and modeled, the mathematical analysis of such Stackelberg game becomes quite challenging. A multi-agent approach is thus proposed and used to model the decision-making process. The simulation results reveal that when the impact of strategic consumers is weak, the manufacturer should focus on the channel confliction problem arising from the retailer; otherwise, the manufacturer should focus more on profit loss from strategic consumers. In addition, the manufacturer can coordinate the supply chain by revenue-sharing contract to weaken the negative impact of strategic consumers.
This paper studies pricing decisions in a dual sales channel supply chain system, which consists of one manufacturer and one retailer, taking into consideration strategic consumer behavior and the impact of channel confliction. The manufacturer is the leader who decides both the direct sales channel price and wholesale price to the retailer. Accordingly, the retailer needs to decide the best response retailing price to maximize his/her own profit. With twelve consumer behavior activities analyzed and modeled, the mathematical analysis of such Stackelberg game becomes quite challenging. A multi-agent approach is thus proposed and used to model the decision-making process. The simulation results reveal that when the impact of strategic consumers is weak, the manufacturer should focus on the channel confliction problem arising from the retailer; otherwise, the manufacturer should focus more on profit loss from strategic consumers. In addition, the manufacturer can coordinate the supply chain by revenue-sharing contract to weaken the negative impact of strategic consumers.
引文
[1] 但斌,王瑶,王磊,等. 考虑制造商服务努力的异质产品双渠道供应链协调[J]. 系统管理学报, 2013, 22(6): 835-840.
[2] 徐峰,盛昭瀚. 产品再制造背景下制造商双渠道定价策略计算实验研究[J].系统管理学报, 2013, 22(3): 327-334.
[3] Zhang D, Cooper W L. Managing clearance sales in the presence of strategic customers [J]. POMS, 2008, 17(4): 416-431.
[4] Aviv Y, Pazgal A. Optimal pricing of seasonal products in the presence of forward-looking consumers [J]. M&SOM, 2008, 10(3): 339-359.
[5] Cachon G P, Swinney R. Purchasing, pricing, and quick response in the presence of strategic consumers [J]. Management Science, 2009, 55(3):497-511.
[6] Levin Y, McGill J, Nediak M. Optimal dynamic pricing of perishable items by a monopolist facing strategic consumers [J]. POMS, 2010, 19(1): 40-60.
[7] 刘晓峰,徐贤浩. 消费者策略行为视角下短生命周期产品的定价机制研究[J]. 中国管理科学, 2011, 19(4): 152-158.
[8] Dasu S, Tong C. Dynamic pricing when consumers are strategic: Analysis of a posted pricing scheme[J]. European Journal of Operational Research, 2010, 204(3): 662-671.
[9] Osadchiy N, Vulcano G. Selling with binding reservations in the presence of strategic consumers [J]. Management Science, 2010, 56(2): 2173-2190.
[10] Parlakturk A K. The value of product variety when selling to strategic consumers [J]. M&SOM, 2012, 14(3): 371-385.
[11] 陈军,但斌. 基于降价预期的生鲜农产品定价策略研究[J]. 管理工程学报, 2011, 25(3): 43-47.
[12] Levin Y, McGill J, Nediak M. Dynamic pricing in the presence of strategic consumers and oligopolistic competition [J]. Management Science, 2009, 55(1): 32-46.
[13] Swinney R. Selling to strategic consumers when product value is uncertain: The value of matching supply and demand [J]. Management Science, 2011, 57(10): 1737-1751.
[14] Su X, Zhang F. Strategic customer behavior, commitment, and supply chain performance[J]. Management Science, 2008, 54(10): 1759-1773.
[15] Liu Q, Zhang D. Dynamic pricing competition with strategic customers under vertical product differentiation [J]. Management Science, 2013, 59(1): 84-101.
[16] 李豪,熊中楷,彭志强. 竞争环境下基于顾客策略行为的易逝品动态定价研究[J]. 中国管理科学, 2011, 19(2): 88-98.
[17] Yang H. Impact of discounting and competition on benefit of decentralization with strategic customers[J]. Operations Research Letters, 2012, 40(2): 123-127.
[18] Su X. Optimal pricing with speculators and strategic consumers [J]. Management Science, 2010, 56(1): 25-40.
[19] Su X. Intertemporal pricing with strategic customer behavior[J]. Management Science, 2007, 53(5): 726-741.
[20] 刘晓峰,黄沛. 基于策略型消费者的最优订购决策[J].管理工程学报, 2009, 23(4): 182-186.
[21] Li F, Liu J, Wei Y. Pricing decision in a dual-channel system with heterogeneous consumers [C]//In Proceedings of 3rd International Conference on Logistics. Informatics and Service Science.[s.l.].[s.n.], 2013.
[22] 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.
[23] Su X, Zhang F. Strategic customer behavior, commitment, and supply chain performance[J]. Management Science, 2008, 54(10): 1759-1773.
[2] 徐峰,盛昭瀚. 产品再制造背景下制造商双渠道定价策略计算实验研究[J].系统管理学报, 2013, 22(3): 327-334.
[3] Zhang D, Cooper W L. Managing clearance sales in the presence of strategic customers [J]. POMS, 2008, 17(4): 416-431.
[4] Aviv Y, Pazgal A. Optimal pricing of seasonal products in the presence of forward-looking consumers [J]. M&SOM, 2008, 10(3): 339-359.
[5] Cachon G P, Swinney R. Purchasing, pricing, and quick response in the presence of strategic consumers [J]. Management Science, 2009, 55(3):497-511.
[6] Levin Y, McGill J, Nediak M. Optimal dynamic pricing of perishable items by a monopolist facing strategic consumers [J]. POMS, 2010, 19(1): 40-60.
[7] 刘晓峰,徐贤浩. 消费者策略行为视角下短生命周期产品的定价机制研究[J]. 中国管理科学, 2011, 19(4): 152-158.
[8] Dasu S, Tong C. Dynamic pricing when consumers are strategic: Analysis of a posted pricing scheme[J]. European Journal of Operational Research, 2010, 204(3): 662-671.
[9] Osadchiy N, Vulcano G. Selling with binding reservations in the presence of strategic consumers [J]. Management Science, 2010, 56(2): 2173-2190.
[10] Parlakturk A K. The value of product variety when selling to strategic consumers [J]. M&SOM, 2012, 14(3): 371-385.
[11] 陈军,但斌. 基于降价预期的生鲜农产品定价策略研究[J]. 管理工程学报, 2011, 25(3): 43-47.
[12] Levin Y, McGill J, Nediak M. Dynamic pricing in the presence of strategic consumers and oligopolistic competition [J]. Management Science, 2009, 55(1): 32-46.
[13] Swinney R. Selling to strategic consumers when product value is uncertain: The value of matching supply and demand [J]. Management Science, 2011, 57(10): 1737-1751.
[14] Su X, Zhang F. Strategic customer behavior, commitment, and supply chain performance[J]. Management Science, 2008, 54(10): 1759-1773.
[15] Liu Q, Zhang D. Dynamic pricing competition with strategic customers under vertical product differentiation [J]. Management Science, 2013, 59(1): 84-101.
[16] 李豪,熊中楷,彭志强. 竞争环境下基于顾客策略行为的易逝品动态定价研究[J]. 中国管理科学, 2011, 19(2): 88-98.
[17] Yang H. Impact of discounting and competition on benefit of decentralization with strategic customers[J]. Operations Research Letters, 2012, 40(2): 123-127.
[18] Su X. Optimal pricing with speculators and strategic consumers [J]. Management Science, 2010, 56(1): 25-40.
[19] Su X. Intertemporal pricing with strategic customer behavior[J]. Management Science, 2007, 53(5): 726-741.
[20] 刘晓峰,黄沛. 基于策略型消费者的最优订购决策[J].管理工程学报, 2009, 23(4): 182-186.
[21] Li F, Liu J, Wei Y. Pricing decision in a dual-channel system with heterogeneous consumers [C]//In Proceedings of 3rd International Conference on Logistics. Informatics and Service Science.[s.l.].[s.n.], 2013.
[22] 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.
[23] Su X, Zhang F. Strategic customer behavior, commitment, and supply chain performance[J]. Management Science, 2008, 54(10): 1759-1773.