摘要
随着行为运作管理的兴起,利他、公平和信任等行为因素受到学术界的极大关注。通过构建Stackelberg博弈模型,分别探讨了两类经典双渠道供应链中利他行为对零售商和制造商价格策略的影响。结果表明:供应链成员的利他偏好对价格策略具有重要影响,一个成员利他程度越高,则另一个成员越得益。而且相比零售商,制造商的利他偏好对供应链的影响更大。双渠道供应链中,网上价格往往低于网下价格,当供应链成员具有利他偏好时该结论仍然成立。研究还发现,产品的网络拟合度也影响最优价格策略,若产品与网络越兼容,则零售价格越低,制造商利润越高而零售商利润越低。
With the development of behavioral operational management,human behaviors such as altruism,fairness and trust have received considerable attention in research. This paper studies the effect of altruism on retailer' s and manufacturer' s pricing strategy in two classic dual-channel supply chains by presenting Stackelberg game models. The analysis shows that the player's altruism preference significantly affects their pricing strategies.The more altruistic one player is,the more profits the other player obtains. Moreover,the effect of manufacturer's altruistic preference is larger than that of the retailer's. In addition,the online price is always lower than offline price in dual-channel supply chain,which still holds true in altruism scenario. The results also reveal that the product web-fit has great effect on the player's optimal pricing strategies. The more compatible with online market the product is,the lower its retail price will be and thus the manufacturer benefits more whereas the retailer benefits less.
出处
《南京工业大学学报（社会科学版）》
2016年第3期111-117,共7页
Journal of Nanjing Tech University：Social Science Edition
基金
国家自然科学基金项目(71071075
71173103)
国家社会科学基金重大项目(12&ZD204)
