考虑到电商平台与实体门店两种渠道参与主体的质量决策对不同渠道产品质量水平的影响，进而引致两种渠道下供应链产品质量与价格的市场竞争。本文运用stackblerg博弈分析模型，研究由制造商、实体门店、电商平台与消费者组成的双渠道供应链产品质量控制问题。在考虑需求不确定性的基础上，构建双渠道下制造商、实体门店和电商平台收益分析模型，分析双渠道下制造商与实体门店的批发价格契约、制造商与电商平台之间收益共享契约两种策略对供应链产品质量控制水平的影响，通过运用最优化原理求解制造商、实体门店和电商平台物流配送的最优质量控制水平，并对结果进行仿真模拟。结果显示：制造商、实体门店和电商平台之间的契约对三方产品质量控制具有交互影响，电商平台物流配送质量水平与实体门店仓储质量水平呈同方向变化，而实体门店产品市场售格的提高则不利于电商平台加强物流配送质量水平，消费者对产品售格敏感性越高，制造商越注重产品质量提升。反之，消费者对仓储和物流配送质量水平敏感性提高，并不利于制造商加强产品质量控制。因此，通过大力发展物流配送服务业，提升产品物流配送质量控制水平，不仅有助于生产环节质量控制，同时也将促使实体门店加强产品仓储质量控制水平。
Quality and price competition of products in different channel which affected by quality decisions of e-commerce platform and physical stores is considered. And product quality control problem in dual channel supply chains, which consists of manufacturers, retailer, e-commerce platform and customers based on the stackblerg game mode is studied. Considering the uncertainty of customer demand, the variation of the product quality level and supply chain's profit with coordination of wholesale price contract between manufacturers and retailer, revenue-sharing contract between manufacturers and e-commerce platform is analyzed, based on the benefit analytical models of manufacturer, physical store and e-commerce platform. Also, the optimal quality control levels of the manufacturers retailer and e-commerce platform are proved by using the principle of optimization. After the simulation, the result shows that the quality levels of the manufacturers, retailer, e-commerce platform are interacted with the contracts. The logistics distribution quality level of e-commerce platform and storage quality level of retailers change in the same direction, while increase in the price of retailer will be bad for the improvement of logistics distribution quality control. The more sensitive the consumers are to price, the more attention the manafacturer pays to product quality control. The more sensitive the consumers are to storage and logistics quality, the less attention the manufacturer pays to product quality control. So, the quality control in the production-process and physical stores can be promoted with the quality control of logistics and distribution services, which can be improved by the development of the logistics and distribution services.
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