CAJ | 학술논문

在单个制造商和两个网络零售商构成的二级供应链渠道中,研究了零售商垂直纳什（VN）、斯塔克尔伯格（RS）、集中控制（IC）等不同主导地位下供应链渠道价格的均衡问题,并分析了网络零售商渠道权利结构及其差异化对商品价格决策产生的影响。通过数值模拟,认为随着网络零售商主导地位的提高,制造商的批发价格会被压低,出于自身利益的追求,主导零售商会提高自己的零售价格,其从供应链渠道中获得的利益也会增加。在不同权利结构下,网络零售商之间的服务或品牌差异程度越大,产品批发价格及零售价格会越低,零售商及制造商的利润也会越低。
재단개제조상화량개망락령수상구성적이급공응련거도중,연구료령수상수직납십（VN）、사탑극이백격（RS）、집중공제（IC）등불동주도지위하공응련거도개격적균형문제,병분석료망락령수상거도권리결구급기차이화대상품개격결책산생적영향。통과수치모의,인위수착망락령수상주도지위적제고,제조상적비발개격회피압저,출우자신이익적추구,주도령수상회제고자기적령수개격,기종공응련거도중획득적이익야회증가。재불동권리결구하,망락령수상지간적복무혹품패차이정도월대,산품비발개격급령수개격회월저,령수상급제조상적리윤야회월저。
The paper studies the issue of channel pricing strategy in the channel with single manufacturer and double online retailers under E-commerce environment,considers the effect of online retailers ’channel power structure and differentiation on channel pricing strategy.The results show that with the increase of dominant position in the channel,online retailers will lower the manufacturer＇s wholesale price,increase retail price in pursuit of profits,get more profits from the channel;The retailer service or brands are more differentiated,the wholesale price and the retail prices are lower,the profits of online retailers and manufacturer are also lower.