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鉴于当前网络直销引发的市场巨大冲击,以一个制造商和一个零售商组成的双渠道供应链系统为对象,研究消费者行为因素中的“有限理性”决策特征对供应链系统定价策略的影响。通过建立研究对象的多智能体模型,仿真分析了制造商主导的Stackelberg博弈情景下的产品渠道定价问题。并在此基础上分析了消费者理性程度、消费者对直销方式的认可程度、以及消费者对产品的价值判断对产品渠道定价和收益的影响。分析结果表明制造商可以通过培养消费者的网购习惯而获益,以及零售商可以通过培育消费者的购买理性而获益等结论。
In view of the huge market impact caused by the direct marketing of the network, aiming at the dual-channel supply chain system composed of a manufacturer and a retailer, this paper studies the “bounded rationality” decision-making characteristics of consumer behavior factors in the pricing strategy of supply chain system influences. By establishing a multi-agent model of the research object, the issue of product channel pricing under the manufacturer-dominated Stackelberg game scenario is simulated and analyzed. On the basis of this analysis, the author analyzes the degree of consumer rationality, consumer acceptance of direct sales and the impact of consumers’ value judgments on product pricing and profitability. The analysis shows that manufacturers can benefit from developing online shopping habits and retailers can benefit from fostering consumer rationalization.