Abstract: To explore the impact of social networks on the supply chain operations,three channel models (traditional retail channel,dual-channel and O2O) in which the manufacturer as leader of Stackelberg model were built to study the optimal seeding strategies and pricing decisions.The results showed that the wholesale price,online and offline retail prices of manufacturers were improved by implementing seeding strategy.When the implementation cost was within a relatively small region,seeding strategy could enable each member of the supply chain get more profits.Furthermore,the manufacturer could choose a higher social network effect under the dual-channel,and the implementation scope of seeding was larger comparing with other two channel models.The seeding strategy could help the manufacturer to induce the retailer to choose the channel model consistent with their preferences,and the retailer preferred the dual channel model when the implementation cost of seeding was low.

Key words: dual-channel, online-to-offline, seeding strategy, channel preference, supply chains

摘要： 为探究制造商利用社交网络实施种子策略对供应链运营的影响,分别构建3种渠道模式(零售渠道模式、双渠道模式、O2O模式)下以制造商为领导者的Stackelberg博弈模型,研究了不同渠道模式下的制造商实施最优种子策略和供应链定价决策问题。研究结果表明：制造商通过实施种子策略,可以在一定范围内促进产品的批发价格、线上与线下零售价格的提高;并且当种子策略实施成本低于一定阈值时,3种渠道模式下制造商都会实施种子策略以提高供应链各成员的利润。其次,制造商在双渠道模式下利用渠道优势可以选取更高的社交网络影响力强度扩大种子策略的优势,从而使得种子策略的可行范围更大。最后,制造商可以利用种子策略促使零售商选择与其偏好一致的渠道模式,即在种子策略实施成本较低时,制造商可以通过种子策略促使零售商也偏好双渠道模式。

关键词: 双渠道, O2O模式, 种子策略, 渠道偏好, 供应链