CAJ | 학술논문

本文考虑渠道一体化对品牌建设的作用，在一个制造商和两个零售商的两阶段供应链系统中，其中确定性的市场需求与产品的市场零售价格有关，通过分析以下三种定价方式下的最优定价和库存策略下供应链成员和系统的收益，1）商品市场零售价格由零售商各自决定，两零售商和制造商之间存在着竞争活动；2）商品市场零售价格由制造商统一制定；3）市场零售价格、转让价格和系统库存水平按渠道协调的最优原则确定，确定了同一产品品牌内部的市场竞争、定价控制权及转让价格对渠道性能及品牌自身造成的影响，并由此提出了分散决策系统中的一种激励机制。
본문고필거도일체화대품패건설적작용，재일개제조상화량개령수상적량계단공응련계통중，기중학정성적시장수구여산품적시장령수개격유관，통과분석이하삼충정개방식하적최우정개화고존책략하공응련성원화계통적수익，1）상품시장령수개격유령수상각자결정，량령수상화제조상지간존재착경쟁활동；2）상품시장령수개격유제조상통일제정；3）시장령수개격、전양개격화계통고존수평안거도협조적최우원칙학정，학정료동일산품품패내부적시장경쟁、정개공제권급전양개격대거도성능급품패자신조성적영향，병유차제출료분산결책계통중적일충격려궤제。
We focus on the effect of channel coordination on brand. In a two-stage supply chain with one manufacturer and two retailers, customer demands are deterministic and depends on retail prices. We discuss the optimal princing and inventory policies for the following three cases： 1） Retail prices are determined by retailers respectively, competitions occur between members of the supply chain; 2） Retail prices are determined by the manufacturer; 3） prices are made according to channel coordination. With analysis and comparasion of the above three cases, this paper pay attention to the affects of transfer pricing and inner-brnnd competitions on channel performance and brand in a newsvendor problem, and presents an incentive scheme in a decentralized supply chain.