CAJ | 학술논문

为了研究在需求不确定的环境下，双渠道供应链中制造商和零售商的定价策略和协调机制，建立了制造商主导型双渠道供应链的决策模型，同时考虑直销和传统2个渠道的需求不确定性。结果表明：消费者渠道偏好系数、渠道需求不确定性以及边际生产成本等变量对直销渠道价格、批发价格与传统渠道价格等定价策略具有确定影响关系。最后对比分析了分散式决策和集中式决策模式，提出一个使制造商和零售商缓解渠道冲突、实现共赢的二部线性契约，得到双方合作共赢的批发价格合理区间，并证明在合理区间内，合作批发价格越低，零售商向制造商提供的转移支付的可调整范围越大。
위료연구재수구불학정적배경하，쌍거도공응련중제조상화령수상적정개책략화협조궤제，건립료제조상주도형쌍거도공응련적결책모형，동시고필직소화전통2개거도적수구불학정성。결과표명：소비자거도편호계수、거도수구불학정성이급변제생산성본등변량대직소거도개격、비발개격여전통거도개격등정개책략구유학정영향관계。최후대비분석료분산식결책화집중식결책모식，제출일개사제조상화령수상완해거도충돌、실현공영적이부선성계약，득도쌍방합작공영적비발개격합리구간，병증명재합리구간내，합작비발개격월저，령수상향제조상제공적전이지부적가조정범위월대。
A supply chain composed of a manufacturer and a retailer is considered. This supply chain has two channels and its demands are subject to uncertainty in both channels. For such a supply chain, a mod- el is built for pricing decision and coordination of the supply chain. With this model, analysis results show that the online price, wholesale price, and the retail price are influenced by consumer＇ s channel prefer- ence coefficient, demand uncertainty, and marginal cost of production. Also, comparative analysis is car- ried out between decentralized and centralized decision making modes. Then, a contract is presented for channel conflict remitting and profit sharing. Rational range of wholesale price is obtained. In the obtained wholesale price range, the lower the wholesale price is, the larger range of transfer payment the retailer presents to the manufacturer.