Abstract: To study the optimal pricing strategy and channel selection for retailers in duel-channel supply chains led by manufacturers,a game theory model was established by introducing price elasticity coefficient,unit direct selling cost and consumer channel preference.The result showed that the profit of retailers was influenced by both unit direct selling cost and consumer channel preference.When both were low,retailers' profit was the highest by online direct selling;when the former was high while the latter was low,the profit was the highest by online reselling;and when both were high,the profit was the highest by online agency.The manufacturers' profit was the highest by online agency.By online direct selling and online reselling,the manufacturers' profit was also influenced with unit direct selling cost and consumer channel preference.When the former was low,the lower the latter,the higher the profit was by online reselling;while the higher the latter,the higher the profit was by online direct selling.When the unit direct selling cost was high,the manufacturers' profit was the highest by direct selling.

Key words: dual-channel, retailers, supply chains, pricing, channel selection

摘要： 在制造商主导的双渠道供应链结构中,引入价格弹性系数、单位直销成本和佣金比例系数建立模型,运用博弈论分析了双渠道零售商的最优定价策略与渠道选择问题。研究发现,零售商利润受网上直销成本和消费者渠道偏好的共同影响,当两者均较低时,网络直销结构下利润最高;当前者较高而后者较低时,网络分销结构下利润最高;当两者均较高时,网络代销结构下利润最高。制造商利润在网络代销下不受单位直销成本和网络渠道偏好的影响,其利润值始终最高;而在网络直销和分销下受到两者共同影响,当两者均较低时,网络分销下利润更高;当前者较低而后者较高时,网络直销下利润更高;在前者较高后者无论高低时,网络直销下的利润均更高。

关键词: 双渠道, 零售商, 供应链, 定价, 渠道选择