考虑消费者异质性的零售商主导联盟定价决策

Pricing Decision-making of Alliance with A Dominant Retailer Considering Heterogeneous Consumers

摘要:

针对异质性消费者对低碳产品和普通产品不同选择特点，构建一个强势零售商与两个制造商所组成的两级供应链，研究不同联盟模式下定价决策问题，并分析消费异质性对供应链定价决策和利润的影响。研究表明，强势零售商与某一制造商联盟实现其产品价格同其集中决策下的定价水平，对另一制造商产品的边际利润与分散决策等同。两个制造商联盟决策下产品批发价提高，但其边际利润等同分散决策，导致供应链利润最差。低碳消费者对普通产品估值折扣系数总是正向影响普通产品市场定价和供应链利润，两类产品市场定价都随低碳消费者比例的增加而降低。当对普通产品估值折扣系数较低时，强势零售商与低碳产品制造商联盟时供应链利润随低碳消费者比例的增加而提升，反之，随低碳消费者比例的增大先增加后降低。

Abstract:

Considering heterogeneous consumers' different preferences about low-carbon products and common-products, the optimal pricing strategies under various decision-making models of different alliances among a two-stage supply chain composed of a dominant-retailer and two manufacturers is researched. Furthermore, the influences of consumption heterogeneities on pricing decisions and supply chain profits are analyzed by numerical examples. The results illustrate that an alliance between the dominant-retailer and a manufacturer realizes the pricing of its product the same as the pricing level of its centralized decision, and the marginal profit of the other manufacturer's product is equivalent to the decentralized decision. However, the wholesale prices of products are increased under the alliance model between two manufacturers but their marginal profits are equal to decentralized decision-making, which consequently result in the supply chain profits worst. Finally, the low-carbon consumers' valuation discount coefficient for the common product influences on the pricing of common products and the supply chain profits is always positive but the market pricing of two types of products is decreased with the increase of the proportion of low-carbon consumers. Meanwhile, the supply chain profit about the dominant-retailer alliance with low-carbon product manufacturers increases with the increase of the proportion of low-carbon consumers when the low-carbon consumers' valuation discount coefficient for the common product is low, on the contrary, the supply chain profit increases with the increase of the proportion of low-carbon consumers before it is reduced.