【摘要】 针对电子商务环境下传统零售与网上直销并存的双渠道模式,在促销-价格敏感需求与促销补偿激励等条件下构建了模型,分析、比较了集中式与分散式决策下供应链最优的促销投入、促销补偿投资与定价策略,研究了促使双渠道达成协调的合同设计。研究发现:单独利用两部定价合同不能有效地协调双渠道供应链;而两部定价合同与促销水平补偿合同的组合能够实现供应链协调和渠道成员双赢,且满足这种条件的组合合同有无穷多个。更多还原

【Abstract】 Based on the coexistence of traditional retail channel and direct Internet channel within the supply chain in E-commerce,this paper develops a model under promotion-price sensitive demand,promotion-incentive compensation and so on,analyzes and compares the optimal promotion investment,incentive compensation investment and pricing strategies in the integrated and decentralized manners of dual-channel supply chain and studies the contract design on coordination problem of the above supply chain.It demonstrates that the two-part tariff alone cannot achieve the dual-channel supply chain coordination while the suitable two-part tariff contract combined with a promotion-level subsidy contract can do and a "win-win" situation can be realized and then the manufacturer can provide infinite such combined contracts for coordination of dual-channel supply chain.更多还原