Abstract: For a two-echelon supply chain system composed of one manufacturer and one retailer,the channel members' dynamic pricing decisions based on reference price effect was investigated.Owing to the diseconomies of scale of manufacturer,the manufacturer might adopt either uniform wholesale price or differentiated wholesale prices in three periods.Combined with both parties' pricing periods,the equilibrium prices and profit allocations were derived and compared under four decision-making modes.Then the impacts of reference price factor and scale diseconomies coefficient were analyzed.The results showed that the behaviors of retailer's taking advantage of reference price effect under each mode would have different impacts on manufacturer's wholesale prices decisions,and the influence degrees of scale diseconomies coefficient on the equilibrium prices and chain members' profits under different modes were also distinct.The optimal mode for manufacturer did not rely on its own decision-making goal,but on the retailer's decision-making goal.In most cases,the retailer could get more profit when aiming at its total three-period profit than optimizing it period by period.Counter-intuitively,the mode in which both parties optimized their profits period-by-period could yield the highest total profit of the system.

Key words: three-period supply chain, reference price effect, diseconomies of scale, dynamic pricing decisions

摘要： 针对制造商和零售商组成的两级供应链系统,探究了三周期环境下基于参考价格效应的成员动态定价决策。作为渠道主导方的制造商生产成本具有规模不经济性,其可能采用均一化或差异化两种批发价格策略。结合双方的定价时期,给出并比较了4种决策模式下的均衡价格和利润,分析了参考价格因子和规模不经济系数的影响。研究表明,零售商利用参考价格效应的行为在不同模式下将对制造商的批发价决策产生不同影响,规模不经济系数对各种模式的均衡价格及成员利润的影响程度也存在差异;制造商利润的最优模式依赖的不是自身决策目标,而是零售商的决策目标;绝大部分情况下,零售商以其三期总利润为目标比逐期优化的收益更高;双方逐期决策和以各期利润最大化的模式反而能够产出最高的系统总利润。

关键词: 三周期供应链, 参考价格效应, 规模不经济, 动态定价决策