电商平台主导型双渠道E-闭环供应链定价与协调研究
Pricing and Coordination Mechanism Design of Dual-Channel E-Closed-Loop Supply Chain Dominated by E-Commerce Platform
通过电商平台主导型E-闭环供应链提升制造商产品销售与回收效益、维持电商平台高效运行的关键, 是把握其不同影响因素的作用规律、制定设计合理的产品定价策略与利益协 调机制. 文章针对消费者渠道偏好、电商平台佣金对电商平台主导型双渠道E-闭环供应链定价的影响, 在对制造商与电商平台竞合关系分析基础上, 构建Stackelberg博弈模型, 给出了集中、分散决策情景下的最优定价策略, 并进行了相应算例分析, 进而设计价格-利润共享协调机制解决E-闭环供应链的``双重边际效应''问题. 研究表明: 合理的平台佣金既能促进电商平台与制造商的合作, 又能保障电商平台高额利润的获取, 并能实现E-闭环供应链总体效率的提升; 消费者直销渠道偏好度增强, 对电商平台与制造商利润的影响具有差异性, 且有损协调机制下E-闭环供应链的增量利润. 针对消费者渠道偏好的异质性, 制定合理的产品价格、设计有效的协调契约是提升电商平台与制造商利润的可行策略.
To grasp the rules of different influencing factors, developing and designing the feasible product pricing strategies and profitable coordination mechanism is the significant key, which can promote the product sales and recycling benefits of manufacturers and maintain the efficient operation of the e-commerce platform in the situation where E-closed loop supply chain is dominated by e-commerce platform. To investigate the impact of consumer channel preference and e-commerce platform commission on E-closed loop supply chain pricing dominated by e-commerce platform, this paper establishes a Stackelberg game model based on the analysis of competition and cooperation between manufacturer and e-commerce platform. Then, we present an optimal pricing strategy under centralized and decentralized cases, and analyze the related numerical examples. Finally, designing a price and profit-sharing coordination mechanism to solve the ``double marginalization" problem of e-closed loop supply chain. The results show that a moderate platform commission can not only encourage the cooperation between e-commerce platform and manufacturer, but also ensure that e-commerce platform can obtain higher profits and improve the overall efficiency of e-closed loop supply chain. The enhancement of consumers' preference for direct selling channel has different influences on the profits of e-commerce platform and manufacturer, and damages the incremental profit of e-closed loop supply chain under the coordination mechanism. Therefore, given the different consumers' direct channel preferences, it is a feasible strategy to improve the e-commerce platform and manufacturer's profits by formulating reasonable product price and designing effective coordination mechanism.
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