基于随机参照价格的BODS全渠道绿色供应链定价和渠道策略研究

doi:10.16381/j.cnki.issn1003-207x.2021.1221

Abstract

Abstract:

In the context of new retail era， the “Buy-Online and Deliver-from-Store”（BODS） omni-channel model has been adopt by some green manufacturers to expand the green product market. In addition， the demand for green products is affected by the stochastic reference price of consumers. Therefore， in this paper， a BODS omni-channel green supply chain consisting of a risk-neutral manufacturer and a risk-averse retailer is proposed with stochastic reference price using a Stackelberg game framework. After the wholesale price and green degree of products are decided by the manufacturer first， one part of the products are wholesale to the retailer， who decides the marginal income of these products； the other part of the products are directly sold to consumers by the manufacturer through the online channel， but delivered by the retailer， who charges a commission for each unit of products from the manufacturer. With these assumption， a decentralized decision model is constructed， the decentralized decision-making equilibrium is given by the backward-induction method. On this basis， the influence of consumer’ stochastic reference price and commission coefficient on the optimal pricing decision and expected profit under decentralized decision model is analyzed. Then， the supply chain coordination issue is discussed based on centralized decision model. Next， the model is extended to a mixed-channel model. Finally， the channel strategies preferences of supply chain members are discussed by numerical methods.The results show that　（1）In the BODS omni-channel green supply chain， the greater the dispersion of the consumers’ stochastic reference price， the more beneficial to the manufacturer and the supply chain， but not necessarily to the retailer； In addition， the larger the BODS channel’s commission coefficient， the more beneficial to the supply chain；（2）The supply chain can be coordinated by a combination of revenue-sharing and cost-sharing contracts；（3）When the basic market demand for offline channel is small， the manufacturer prefers the traditional dual-channel strategy， while the retailer prefers the BODS omni-channel strategy. When the basic market demand for offline channel is large， the manufacturer prefers the BODS omni-channel strategy， while the retailer prefers the traditional dual-channel strategy.

Key words: stochastic reference price, omni-channel, green supply chain, pricing, channel selection

CLC Number:

F272.3

Zhibing Lin,Qing Wu. Research on Pricing and Channel Strategies of BODS Omni-channel Green Supply Chain with Stochastic Reference Price[J]. Chinese Journal of Management Science, 2024, 32(2): 65-74.

Figures/Tables 2

$a$	$n$	$t = 0.2 < t 1$			$t = 0.8 > t 1$
$a$	$n$	$m b *$	$ω b *$	$Π r b *$	$m b *$	$ω b *$	$Π r b *$
0.35	0.2	0.14092	0.33563	0.02227	0.33163	0.57180	0.12333
0.35	0.4	0.15444	0.34457	0.03140	0.30935	0.56838	0.12598
0.35	0.6	0.16112	0.35771	0.03930	0.28860	0.56820	0.12608
0.35	0.8	0.16375	0.37270	0.04594	0.26976	0.56963	0.12468
0.65	0.2	0.27428	0.27856	0.08437	0.40296	0.43791	0.18210
0.65	0.4	0.23482	0.31784	0.07259	0.35055	0.48504	0.16177
0.65	0.6	0.20525	0.34724	0.06377	0.31041	0.52088	0.14585
0.65	0.8	0.18227	0.37007	0.05692	0.27863	0.54908	0.13302

$a$	$x$	$p t *$	$m t *$	$ω t *$	$e t *$	$Q r t *$	$Q e t *$	$Π r t *$	$Π m t *$	$Π t *$
0.35	0	0.45088	0.11526	0.33562	0.11425	0.10706	0.40706	0.01234	0.17223	0.18457
0.35	0.25	0.46734	0.13314	0.33420	0.10702	0.09080	0.39080	0.01859	0.16167	0.18026
0.35	0.75	0.49636	0.15320	0.34315	0.09428	0.06213	0.36213	0.03032	0.13961	0.16993
0.35	1	0.50922	0.15843	0.35080	0.08863	0.04943	0.34943	0.03551	0.12872	0.16423
0.65	0	0.55306	0.32959	0.22347	0.06939	0.30612	0.00612	0.10090	0.06878	0.16967
0.65	0.25	0.55292	0.29271	0.26021	0.06945	0.30626	0.00626	0.08988	0.07989	0.16976
0.65	0.75	0.55268	0.23912	0.31356	0.06955	0.30650	0.00650	0.07387	0.09604	0.16992
0.65	1	0.55257	0.21905	0.33353	0.06960	0.30660	0.00660	0.06788	0.10210	0.16999

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Research on Pricing and Channel Strategies of BODS Omni-channel Green Supply Chain with Stochastic Reference Price

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