文档介绍：
基于过度自信零售商的双渠道定价决策及
协调研究#
刘哲睿,郭金森,周永务**
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(华南理工大学工商管理学院)
摘要:构建了一个对价格敏感度过度自信的零售商与一个理性制造商组成的双渠道供应链体
系,得出了双渠道的的定价决策并分析了零售商的过度自信行为对定价决策的影响;借助算
例分析探讨了制造商期望利润与零售商过度自信程度的关联,发现双渠道环境下,制造商愿
意与过度自信零售商合作;并进一步通过收益共享契约实现了双渠道供应链的协调。
关键词:供应链管理;双渠道;过度自信;收益共享
中图分类号:F272
decision and coordination based on the overconfident
retailer
LIU Zherui, GUO Jinsen, ZHOU Yongwu
(School of Business Administration, South China University of Technology)
Abstract: Under the dual-channel supply chain system with a retailer overconfident to price
sensitivity and a rational manufacturer, the dual-channel pricing decisions are considered and the
impact of retailer’s overconfidence to dual-channel pricing decisions is analyzed. Then the
relationship of manufacturer’s expect profits and the degree of retailer’s overconfidence are
studied, concludes that the manufacturer is willing to cooperate with overconfident retailers.
Moreover, the dual-channel supply chain coordination is achieved by revenue sharing contract.
Key words: supply chain management; dual channel; overconfidence; revenue sharing
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0 引言
随着电子商务的迅猛发展以及人们购物方式的不断革新,越来越多的公司改变了其传统
的供应链分销体系,增添了网络直销的营销方式。近年来,国内外学者对电子商务环境中的
供应链双渠道营销进行了广泛的理论研究,并且不乏结合行为理论的研究。Chiang [1]等指
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出直销渠道可以减少双边际效应的不利影响,同时提高供应链绩效;xiao [2]等讨论了零售
商的风险规避度对渠道结构和批发价格的影响;晏妮娜[3]在服务-价格敏感需求条件下,研
究了供应链上下游节点之间的协调及传统渠道与电子渠道之间的协调;许传永[4]的研究发
现直销渠道