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内容提要

今天将继续博士论文《多渠道供应链定价及协调策略研究》，上一期我们已经阅读了这篇文章的题目、摘要。这一期来阅读第二章多渠道供应链批发价格制定策略。

Today we will continue our PhD thesis on "A Study on Multi-Channel Supply Chain Pricing and Coordination Strategies". In the last issue we have read the title, abstract of this article. In this issue, we will read the second chapter on multichannel supply chain wholesale price setting strategies.

背景

​ 现目前，零售商在定价决策中处于强势定位，对制造商的约束制约也越来越多。所以制造商在制定批发价格的时候不可能直接独立确定，还是要和零售商进行博弈，简要来说就是讨价还价。

制造商会制定建议零售价给予零售商制定价格上的指导。其中 ，建议零售价 是指制造商根据产品本身的制造商成本指定的，能过够保证零售商的基本利润的价格，也能够避免零售商私自抬价，影响品牌形象。在实际中，建议零售价可能会和实际价格不一致。

在多渠道供应链定价问题中，制造商建议零售价形成的参照价格效应不可忽视。本文中的 参照价格效应 是指消费者在发现实际价格高于建议零售价后，对价格就会很敏感，反之则不会对价格敏感。这种参照价格会影响到消费者的购物意愿，购买频率。

所以此章要研究的问题就是制造商单独确当批发价、以建议零售价为基准和以制造商直销价为基准确定批发价格三种模式的优劣。

Nowadays, retailers are in a strong position in pricing decisions, and there are more and more constraints on manufacturers. Therefore, manufacturers cannot directly determine wholesale prices independently, but still have to play the game with retailers, which in short means bargaining.

The manufacturer will set a suggested retail price to give retailers guidance on setting prices. Among them, the suggested retail price is the manufacturer according to the manufacturer's cost of the product itself, to ensure that the retailer's basic profit price, but also to avoid retailers to raise prices, affecting the brand image. In practice, the suggested retail price may not be consistent with the actual price.

In the multichannel supply chain pricing problem, the reference price effect formed by the manufacturer's suggested retail price cannot be ignored. Among them, the reference price effect in this paper refers to the fact that consumers are price sensitive when they find that the actual price is higher than the suggested retail price, and vice versa. This reference price affects consumers' willingness to shop and purchase frequency.

So the issue to be studied in this chapter is the advantages and disadvantages of three models: manufacturer alone determines the wholesale price, the suggested retail price as a reference, and the manufacturer's direct price as a reference to determine the wholesale price.

模型建立

此文供应链由一个制造商和一个零售商构成，制造商开通线上直销渠道，零售商则是线上线下双渠道。

This article supply chain consists of a manufacturer and a retailer, with the manufacturer opening an online direct sales channel and the retailer a dual online and offline channel.

模型构建第一步是推导需求函数，根据上图供应链结构以及文章中涉及到的参数。总结一下就是制造商会制定批发价格和直销价格；零售商统一线上线下一个零售价；零售商会进行促销努力，吸引顾客；消费者存在搭便车行为，会按照一定的比例从线下渠道转为线上渠道；产品价格的建议零售价与实际存在差距，这会对需求产生影响，也就是参照价格效应。给予上述，文章参考已有研究结论，得出文章的需求函数如下图所示。

The first step in model construction is to derive the demand function, based on the supply chain structure shown above and the parameters covered in the article. To summarize, the manufacturer will set the wholesale price and direct sales price; the retailer will unify the online and offline one retail price; the retailer will make promotional efforts to attract customers; the consumer exists free-riding behavior and will switch from offline channel to online channel according to a certain percentage; there is a gap between the proposed retail price and the actual product price, which will have an impact on the demand, that is, the reference price effect. Given the above, the article refers to the findings of existing studies and comes up with the demand function of the article as shown below.

​

模型分析

在模型分析中，文章从三个模式进行分析。在整个供应链中，制造商以主导者的身份参加博弈，零售商作为价格更随者。

In the model analysis, the article looks at three models. Throughout the supply chain, the manufacturer participates in the game as the dominant player and the retailer as the price more follower.

制造商单独确定批发价格。 此时批发价格与建议零售价格和直销价格均无联系，直接为w。在次模式下构建目标函数如下。

The manufacturer determines the wholesale price separately. At this point the wholesale price is not linked to either the suggested retail price or the direct sales price, which is directly w. The objective function is constructed in the submodel as follows.

以制造商建议零售价为基准确定批发价格。 此时批发价格与建议零售价存在联系，w=rf(r表示零售商的议价能力，f为建议零售价)。在此模式下构建目标函数如下。

The manufacturer's suggested retail price is used as a benchmark to determine the wholesale price. At this point, the wholesale price is linked to the suggested retail price, w=rf (r denotes the bargaining power of the retailer and f is the suggested retail price). The objective function is constructed in this model as follows.

​

以制造商直销价为基准确定批发价格。 此时批发价格与直销价存在联系，w=rpd(r表示零售商的议价能力，pd为直销价)。在此模式下构建目标函数如下。

The wholesale price is determined using the manufacturer's direct selling price as the benchmark. At this point, the wholesale price is linked to the direct selling price, w=rpd (r denotes the bargaining power of the retailer and pd is the direct selling price). The objective function is constructed in this model as follows.

结果分析

文章对结果的分析采用的是理论法分析和数值仿真，通过对比不同模式下的利润大小，发现制造商单独确定批发价格时是最优的，只有当零售商议价能力变强时，制造商才会偏向以建议零售价为基准。

The analysis of the results in the article is based on theoretical method analysis and numerical simulation. By comparing the profit size under different models, it is found that it is optimal when the manufacturer determines the wholesale price alone, and only when the bargaining power of the retailer becomes stronger, the manufacturer is biased to use the suggested retail price as the benchmark.

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参考资料：谷歌翻译、百度词条；

参考文献：刘昊. 多渠道供应链定价及协调策略研究[D].大连海事大学,2018.

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