工业技术经济2018，Vol.37Issue(5)：72-78,7.DOI:10.3969/j.issn.1004-910X.2018.05.010
考虑交叉销售的双渠道供应链定价策略研究
Pricing Strategy of Dual-Channel Supply Chain Considering Cross-Selling
摘要
Abstract
In order to discuss the influence of cross-selling on dual-channel supply chain, this paper designs a pricing deci-sion model of dual-channel supply chain, which composed of a manufacturer and a retailer.This kind of dual-channel supply chain is controlled by cross-selling or no cross-selling.Through the solution and comparative analysis to the model, some researches are as follows.When the cross-selling effect of the network direct channel to the traditional retail channel is larger, the manufacturer will reduce the price of the direct channel and increase the wholesale price of the retail channel.On the contrary, the manufacturer will increase the price of direct channel and reduce the wholesale price of retail channel.When the cross-selling effect between the two channels is consistent, there will be no influence on manufacturer's price.If the crossing-selling effect of the direct channel to the retail channel is not less than the retail channel to the direct channel, the retailer's price will not be influenced by the cross-selling, and it can also increase retailer profits.关键词
双渠道供应链/交叉销售/定价策略/制造商主导/Stackelberg博弈/利润Key words
dual-channel supply chain/cross-selling/pricing strategy/manufacturer domination/Stackelberg game/profit分类
管理科学引用本文复制引用
王文宾,王智慧,林欣怡..考虑交叉销售的双渠道供应链定价策略研究[J].工业技术经济,2018,37(5):72-78,7.基金项目
国家自然科学基金项目(项目编号:71102164,71601099) （项目编号:71102164,71601099）
四川循环经济研究中心规划项目(项目编号:XHJJ-1704) （项目编号:XHJJ-1704）
四川省教育厅人文社会科学重点研究基地四川省电子商务与现代物流研究中心资助科研项目(项目编号:DSWL17-1). （项目编号:DSWL17-1）
