分享兴趣，传播快乐，增长见闻，留下美好。亲爱的您，

这里是LearingYard学苑！

今天小编为大家带来知识打卡（七十四）

欢迎您的用心访问！

本期推文阅读时长大约8分钟，请您耐心阅读。

Share interest, spread happiness, increase knowledge, and leave beautiful.

Dear you,

This is the LearingYard Academy!

Today, the editor brings you knowledge punch cards (70)

Welcome your visit!

This tweet usually takes about 8minutes to read. Please be patient and read.

01内容提要

今天将阅读一篇新的博士论文：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。还是首先来看看这篇文章的题目、摘要和关键词。

A new PhD thesis will be read today: Hao Liu. Research on multi-channel supply chain pricing and coordination strategy [D]. Dalian Maritime University,2018. or firstly, let's take a look at the title, abstract and keywords of this article.

02创新点概括

我们首先来看文章的创新点，作者一共指出三条：

（1）在企业的渠道选择问题中，将消费者的搭便车行为和零售商的促销努力纳入研究。

（2）考虑到了消费者的异质性，研究零售商是否开通线上渠道的问题，将线上渠道丰富度嵌入到模型中，分析了线上渠道丰富度对供应链各成员定价策略的影响。

（3）在不同权力结构下，研究供应链决策的影响。并提出促销成本分担－滞销补贴协调契约，实现了供应链的完美协调。

We begin with the article's innovations, of which the authors point out a total of three.

(1) consumer free-riding behavior and retailers' promotional efforts are incorporated into the study in the context of firms' channel choice problems.

(2) Taking into account the heterogeneity of consumers, the question of whether retailers open online channels is studied, and the impact of online channel richness on the pricing strategies of each member of the supply chain is analyzed by embedding online channel richness into the model.

(3) The impact of supply chain decision making is studied under different power structures. And the promotional cost-sharing-lagging subsidy coordination contract is proposed to achieve perfect coordination of the supply chain.

03摘要

文章在摘要部分首先指出 研究背景 ：技术完善，越来越多的消费者选择线上渠道购物，且许多企业己开始选择多渠道销售模式。除此之外，还指出文章的多渠道是零售商双渠道和制造商线上直销渠道构成。然后介绍了文章的 研究目的 ：主要对多渠道供应链的定价及协调策略进行研究。 研究方法 是主要釆用合作博弈下的集中决策和非合作博弈下的斯坦伯格博弈模型及纳什分散决策，理论分析、定量建模。

In the abstract section, the article begins by stating the background of the study: technology has improved, more and more consumers are choosing online channels for shopping, and many companies have started to choose multi-channel sales model. In addition, it is also pointed out that the multichannel of the article is composed of dual channels for retailers and online direct sales channels for manufacturers. The purpose of the study is to investigate the pricing and coordination strategies of multichannel supply chains. The research methodology is mainly theoretical analysis and quantitative modeling using centralized decision making under cooperative game and Steinberg game model and Nash decentralized decision making under non-cooperative game.

最后作者在摘要中指出了本文的研究内容：

（1）用博弈模型研究在建议零售价背景下研究了批发价格模式选择问题，得出了供应链各成员的价格均衡策略。除此之外，还考虑零售商议价能力和消费者对渠道的偏好度，对比分析了不同批发价格议价模式下的制造商利润、零售商利润和供应链总利润。

（2）基于线下渠道促销努力及消费者的搭便车行为，在零售商已开通双渠道下，研究制造商是否开通线上直销渠道以及制造商开通线上直销渠道后的合作广告问题，最后出了双边补贴的协调契约，实现了供应链的完美协调。

（3）考虑线上直销的制造商和线下零售商组成的双渠道，研究零售商是否开通线上销售渠道。基于线上线下价格是否统一两种情况，分开研究了零售商开通线上渠道对供应链的影响和零售商O2O的定价策略。

（4）在多渠道供应链模式下，研究线上价格是否一致，分析供应链各成员利润随相关参数的变化，并探讨了采用线上价格一致策略的条件。还考虑制造商和零售商不同主导下，对供应链决策的影响。

（5）在制造商统一定价下，研究成本分担－滞销补贴协调契约对供应链的协调，以及价格对契约系数的影响。

The authors conclude their abstract by stating the research of this paper.

(1) A game model study was conducted to investigate the wholesale price model selection problem in the context of the proposed retail price, and the price equilibrium strategies of each supply chain member were derived. In addition, the manufacturer's profit, the retailer's profit and the total profit of the supply chain under different wholesale price bargaining models are compared and analyzed by considering the retailer's bargaining power and the consumer's preference for the channel.

(2) Based on offline channel promotion efforts and consumers' free-riding behavior, the issue of whether manufacturers open online direct sales channels and the cooperative advertising after manufacturers open online direct sales channels is studied under retailers have opened dual channels, and finally out a coordination contract of bilateral subsidies to achieve perfect coordination in the supply chain.

(3) Consider the dual channel consisting of online direct sales manufacturer and offline retailer, and study whether the retailer opens the online sales channel. Based on the two cases of whether online and offline prices are unified, the impact of retailers opening online channels on the supply chain and the pricing strategy of retailers' O2O are studied separately.

(4) Under the multichannel supply chain model, we study whether online prices are consistent, analyze the variation of profits of each supply chain member with related parameters, and explore the conditions for adopting a consistent online price strategy. The impact on supply chain decisions under different dominance of manufacturers and retailers is also considered.

(5) Under manufacturer's uniform pricing, the coordination of the cost-sharing-lag subsidy coordination contract on the supply chain and the effect of price on the contract coefficient are investigated.

04心得

文章研究的是多渠道供应链下的企业策略制定，小编我更多关注的研究内容集中在（1）,（4）,（5），即用博弈模型研究在建议零售价背景下研究了批发价格模式选择问题；制造商和零售商不同主导下，对供应链决策的影响；供应链协调契约。

The article studies the strategy formulation of enterprises under multi-channel supply chains, and I focus more on (1), (4), (5), i.e., the game model is used to study the problem of wholesale price model selection in the context of the proposed retail price; the influence on the supply chain decision under different domination of manufacturers and retailers; and the supply chain coordination contract.

今天的分享就到这里了。

如果您对今天的文章有独特的想法，

欢迎给我们留言，

让我们相约明天，

祝您今天过得开心快乐！

That's it for today's sharing.

If you have a unique idea about today’s article,

Welcome to leave us a message,

Let us meet tomorrow,

I wish you a happy day today!

参考资料：谷歌翻译;

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.

本文由LearningYard学苑整理并发出，如有侵权请在后台留言！