电商平台扣点率影响下的双渠道供应链协调定价研究

doi:10.16381/j.cnki.issn1003-207x.2019.10.005

中国管理科学 ›› 2019, Vol. 27 ›› Issue (10): 44-55.doi: 10.16381/j.cnki.issn1003-207x.2019.10.005

电商平台扣点率影响下的双渠道供应链协调定价研究

张伸^1,2,3, 孟庆春^1,2,3, 安国政^1,2,3

1. 山东大学管理学院, 山东济南 250100;
2. 山东大学价值共创网络研究中心, 山东济南 250100;
3. 山东大学社会超网络计算与决策模拟实验室, 山东济南 250100

收稿日期:2018-02-11 修回日期:2019-02-28 出版日期:2019-10-20 发布日期:2019-10-25
通讯作者: 孟庆春(1973-),男(汉族),山东济阳人,山东大学管理学院副院长,教授,博士生导师,理学博士,应用经济学博士后,研究方向:供应链管理,E-mail:meqich@163.com. E-mail:meqich@163.com
基金资助:
国家自然科学基金资助项目（71572096）

Coordinated Pricing in the Dual Channel Supply Chain with the Commission Rate of the E-commerce Platform

ZHANG Shen^1,2,3, MENG Qing-chun^1,2,3, AN Guo-zheng^1,2,3

1. School of Management, Shandong University, Jinan 250100, China;
2. Research Center for Value Co-creation Network, Shandong University, Jinan 250100, China;
3. Social Supernetwork Computation and Decision Simulation Laboratory, Shandong University, Jinan 250100, China

Received:2018-02-11 Revised:2019-02-28 Online:2019-10-20 Published:2019-10-25

摘要/Abstract

摘要： 电商平台通常对入驻企业征收技术服务费、推广费用和促销活动费用等，这部分费用占销售额的比例即电商平台扣点率成为影响入驻企业定价的重要因素。有鉴于此，本文研究了电商平台扣点率影响下的双渠道供应链协调定价问题。首先构建了追求供应链整体利润最大化的集中式定价模型，得出最优线上、线下渠道销售价格，分析了扣点率影响下的价格、销量与利润变化，逐步确定了扣点率的决策范围。然后以分散式决策下企业最优利润为基准设计基于Shapley值的协调定价方案以确定最优线下渠道批发价格，给出了协调后的最优定价，最后使用Mathematica 11软件进行了数值分析与仿真。这一研究对解释电商平台扣点率影响下的双渠道供应链协调定价机制与相关指标的变化，实现企业和电商平台的良性互动具有重要意义。

关键词: 双渠道供应链, 协调定价, 扣点率, Shapley值

Abstract: E-commerce platforms usually charge fees for technical service, marketing and sales promotion from enterprises on them. The proportion of fees as a percentage of sales, that is, the commission rate of e-commerce platforms cannot be neglected in the pricing of enterprises on platforms. In view of this, the coordinated pricing problem of the dual channel supply chain with the commission rate of the e-commerce platform was considered. At first, a centralized pricing model that pursues the maximization of the profit of the supply chain is constructed, and the optimal online and offline channel sales prices are obtained. The prices, sales volume and profit changes under the influence of the commission rate are analyzed, and the decision range of the commission rate is gradually defined. Then, based on the optimal profit of enterprises under decentralized decision, a coordinated pricing scheme based on Shapley Value was designed to determine the optimal wholesale price of the offline channel. Finally, numerical analysis and simulation were carried out by Mathematica 11. This paper is of great significance for explaining the mechanism of the coordinated pricing in the dual channel supply chain and the changing of the related indicators due to the impact of the commission rate and promoting the benign interaction between enterprises and e-commerce platforms.

Key words: dual channel supply chain, coordinated pricing, commission rate, Shapley Value

中图分类号:

C934
O224

张伸, 孟庆春, 安国政. 电商平台扣点率影响下的双渠道供应链协调定价研究[J]. 中国管理科学, 2019, 27(10): 44-55.

ZHANG Shen, MENG Qing-chun, AN Guo-zheng. Coordinated Pricing in the Dual Channel Supply Chain with the Commission Rate of the E-commerce Platform[J]. Chinese Journal of Management Science, 2019, 27(10): 44-55.

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电商平台扣点率影响下的双渠道供应链协调定价研究

Coordinated Pricing in the Dual Channel Supply Chain with the Commission Rate of the E-commerce Platform

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