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在制造商开辟直销渠道的背景下,研究零售商开辟网络渠道的定价策略,分别建立了集中模式、Stackelberg博弈模式下的定价决策模型,并引入两部定价-分享契约,实现了供应链的协调,最后运用数值分析,得到结论:零售商开辟网络渠道的三渠道结构模型下,集中模式下的利润大于分散模式下的利润,且两部定价-分享契约能够实现三渠道供应链的完美协调。
In the background of the manufacturer opening up the direct sales channel, this paper studies the pricing strategy of the retailers in opening up the internet channel, sets up the pricing decision model under the centralized mode and the Stackelberg game mode, and introduces two pricing-sharing contracts to realize the supply chain coordination Finally, by using numerical analysis, it is concluded that under the three-channel structure model in which retailers open up online channels, the profit under centralized mode is greater than the profit under decentralized mode. And the two pricing-sharing contracts can achieve the perfect coordination of three-channel supply chain.