Abstract: In view of the double impact of e-commerce and New Coronary Pneumonia on traditional retail models,a dual channel supply chain pricing decision model based on sales efforts and e-commerce platform deduction rates under two-part coordinated pricing mechanism was proposed.The relationship between the optimal pricing strategy and the overall profit of the supply chain with the sales effort level and the discount rate of e-commerce platform was compared and analyzed under decentralized decision and centralized decision.The two-part coordinated pricing mechanism could realize the coordination of the supply chain while satisfying the profit maximization of the supply chain members.The results showed that the optimal sales effort level of traditional retailers reduced the overall profit of the supply chain under decentralized decision-making,but it could improve the overall profit of the supply chain under the two-part coordinated pricing mechanism.The increase of discount rate in e-commerce platform reduced the overall profit of the supply chain,and the negative impact of the deduction rate on the overall profit of the supply chain could be weakened through the two-part coordinated pricing mechanism.

Key words: sales efforts, two-part coordinate pricing, dual channel supply chain coordination, pricing decision, electric business platform buckle point rate

摘要： 针对电子商务和新冠肺炎对传统零售模式双重打击的现状,提出两部协调定价机制下基于销售努力和电商平台扣点费率的双渠道供应链定价决策模型。对比分析了分散决策和集中决策下的最优定价策略和供应链整体利润随销售努力水平和电商平台扣点费率的变化关系,通过两部协调定价机制在满足供应链成员利润最大化的同时实现供应链的协调。研究表明,传统零售商的最优销售努力水平,在分散决策下降低了供应链整体的利润,但在两部协调定价机制下能够提高供应链的整体利润。电商平台扣点费率的增加,降低了供应链的整体利润,可以通过两部协调定价机制减弱扣点费率对供应链整体利润的负面影响。

关键词: 销售努力, 两部协调定价, 双渠道供应链协调, 定价决策, 电商平台扣点费率