面向消费者的双渠道供应链团购策略

上海交通大学学报（自然版） ›› 2015, Vol. 49 ›› Issue (08): 1237-1243.

面向消费者的双渠道供应链团购策略

肖肖，骆建文

（上海交通大学安泰经济与管理学院，上海 200052）

收稿日期:2014-09-11 出版日期:2015-08-31 发布日期:2015-08-31
基金资助:
国家自然科学基金项目（71372107）资助

Customer-Oriented Group Buying Strategy in DualChannel Supply Chain

XIAO Xiao，LUO Jianwen

(Antai College of Economics and Management, Shanghai Jiaotong University, Shanghai 200052, China)

Received:2014-09-11 Online:2015-08-31 Published:2015-08-31

摘要/Abstract

摘要：

摘要：考虑了在既拥有传统零售渠道又拥有网络直销渠道的双渠道供应链中，2种决策方式下通过不同销售渠道发起团购对供应链最优决策的影响.研究表明：集中决策下，在市场份额较大的渠道上发起团购有利于增加供应链的整体利益.与集中决策相比，分散决策下通过直销渠道发起团购对供应链最优决策的影响是相同的，而通过零售渠道发起团购则无论最优团购规模还是供应链整体利润的增加量都有明显的下降.最后通过数值分析进一步验证了结论.

关键词: 双渠道, 团购, 斯塔克伯格博弈, 供应链管理

Abstract:

Abstract： The effect of group buying strategies in different sales channels on optimal supply chain decision was analyzed under two decisionmaking approaches in a dualchannel supply chain where the manufacturer sells goods to the ultimate consumers through traditional retail channel as well as direct online channel. The research shows that under centralized system, initiating group buying through the channel with larger market share will benefit the whole supply chain, while under decentralized system, in contrast, initiating group buying through the direct online channel has the same effect on the whole supply chain. However, the retail channel will decrease not only the optimal scale of group buying but also the increment of the overall benefit of the supply chain. Finally, a numerical analysis was given to testify the conclusion.
Key words：

Key words: dual-channel, group buying, Stackelberg game, supply chain management

中图分类号:

F 274

肖肖，骆建文. 面向消费者的双渠道供应链团购策略[J]. 上海交通大学学报（自然版）, 2015, 49(08): 1237-1243.

XIAO Xiao，LUO Jianwen. Customer-Oriented Group Buying Strategy in DualChannel Supply Chain[J]. Journal of Shanghai Jiaotong University, 2015, 49(08): 1237-1243.

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