CAJ | 학술논문

针对由一个制造商和一个零售商组成的两层供应链，其中制造商拥有网络直销渠道和传统零售渠道组成的多渠道问题，运用stackelberg博弈分别进行了制造商和零售商需求信息不对称时二者集中控制和分散控制时的最优定价分析，结果表明分散控制会降低供应链的总体效率，继而为了提高多渠道供应链的效率，通过数量折扣模型对多渠道供应链进行协调定价，最后进行了算例验证及有效性分析，结果表明数量折扣模型能使多渠道供应链中的制造商和传统零售商达到双赢，它是合理有效的。
침대유일개제조상화일개령수상조성적량층공응련，기중제조상옹유망락직소거도화전통령수거도조성적다거도문제，운용stackelberg박혁분별진행료제조상화령수상수구신식불대칭시이자집중공제화분산공제시적최우정개분석，결과표명분산공제회강저공응련적총체효솔，계이위료제고다거도공응련적효솔，통과수량절구모형대다거도공응련진행협조정개，최후진행료산례험증급유효성분석，결과표명수량절구모형능사다거도공응련중적제조상화전통령수상체도쌍영，타시합리유효적。
In recent years , with e-commerce widely used , direct channel has been developed fastly .Many enter-prises begin to increase direct channel on the basis of traditional retailing channel .To the problem of one-manu-facturer one-retailer supply chain with asymmetric demand information between the two members ,the manufactur-er owns multi-channels composed by direct channel and traditional retailing channel .This paper analyzes the optimal wholesale price of the manufacturer and retailer when they centralize control and decentralized control with stackelberg Game Theory separately , and the result shows that decentralized control can lower the efficiency of the supply chain .To improve the efficiency of the multi-channels supply chain , we provide the manufacturer with a quantity-discount pricing policy that can coordinate the multi-channels supply chain price .Lastly we use the numerical test and effectiveness analysis , and the result shows that quantity-discount can make the manufac-turer and retailer in the supply chain win-win, so it is reasonable and effective .