CAJ | 학술논문

就一个运营网络购物的供应链，分析物流服务需求方和服务提供方的定价和服务水平决策等问题。在成本共担优化模型中考虑基于顾客购买行为意向的产品需求函数，进而分别给出非合作、准合作和完全合作模式下供应链企业决策间的关系，以及网购顾客重购概率对最优定价策略的影响。结论有：证明三种合作模式下双方最优策略的存在性及存在条件；给出最优产品定价策略和服务定价策略间的数量关系，并证明其与网购顾客行为意向有关。数值分析表明，最优定价策略随服务水平和网购顾客重购概率的变化趋势受成本共担系数的影响；较小的成本分摊系数使最优产品定价随着服务水平和网购顾客重购概率的变化幅度增大。
취일개운영망락구물적공응련，분석물류복무수구방화복무제공방적정개화복무수평결책등문제。재성본공담우화모형중고필기우고객구매행위의향적산품수구함수，진이분별급출비합작、준합작화완전합작모식하공응련기업결책간적관계，이급망구고객중구개솔대최우정개책략적영향。결론유：증명삼충합작모식하쌍방최우책략적존재성급존재조건；급출최우산품정개책략화복무정개책략간적수량관계，병증명기여망구고객행위의향유관。수치분석표명，최우정개책략수복무수평화망구고객중구개솔적변화추세수성본공담계수적영향；교소적성본분탄계수사최우산품정개수착복무수평화망구고객중구개솔적변화폭도증대。
The paper mainly focuses on pricing and service level strategies in a logistics service supply chain with a service demander , a service provider and online shoppers .Product demand is based on online shoppers ’ repeated purchase probability .The service demander has to determine the product price and a coefficient of sha-ring logistics costs with the service provider .The service provider must make decision on logistics service price . Both firms want to maximize their expected profits .We propose models to analyze the optimal product price , service price and their relationship affected by the repeated buying probability under non -cooperation , perfect-co-operation and quasi -cooperation mode respectively , strategies of service level as well .The existence of the opti-mal strategies is proved .The quantitative relationship between the optimal product price and service price is giv-en,which depends on parameters of customers ’ purchase behavior intention .The numerical example shows that change of the optimal pricing strategies with consumers ’ behavior intention and service level depends on the sha-ring coefficient .The optimal product price may increase more rapidly with a small sharing coefficient than the optimal service price does .