关键词: 双渠道, 供应链, 电子渠道, 零售商, 主从博弈, 贝叶斯方法

Abstract: In dual-channel supply chain, retailers were close to the customers, manufacturers outsourced its distribution of electronic channels to retailers and retailers got subsidies from manufacturers according to the order volume of electronic channels. Under uncertain demand, this phenomenon was studied by Stackelberg game and Bayesian methods. Study results showed that if manufacturers were optimistic about future demand, the price of electronic channels and retail channels would be increased, and the demand of electronic channels reduced. Retailers'units subsidies given by manufacturers were positively associated with the price of electronic channels and retail channels, and were negatively related to the demand of electronic channels, but has no influence on the demand of retail channel. With numerical examples, the influencing factors of manufacturers and retailers'profit were analyzed, such as the market share of electronic channels, demand forecast error of manufacturers and retailers, the correlation coefficient etc.

Key words: dual channels, supply chain, electronic channels, retailer, stackelberg game, Bayesian methods