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由传统渠道和在线渠道组成的双渠道供应链中,在考虑产品的网络兼容性的前提下,通过对比分析产品在双渠道分销中的独立决策、单一协调策略和双重协调策略,从而提出双渠道供应链优化的三重协调策略,即支持性零售销售努力策略加上渠道协调价格策略再加上利润分享策略。利用博弈论模型阐明三重协调策略是解决双渠道冲突和改善渠道整体绩效及渠道各方成员绩效的有效协调机制。最后,通过数值实例验证了产品在双渠道分销过程中实施三重协调策略的制造商和零售商双方都能获得帕累托利润。
In the dual-channel supply chain composed of traditional channels and online channels, by considering the product’s network compatibility, by comparing the independent decision-making, single coordination strategy and double coordination strategy of products in dual-channel distribution, The triple coordination strategy of supply chain optimization, that is, supporting retail sales efforts strategy plus channel coordination price strategy plus profit sharing strategy. The use of game theory model to clarify the triple coordination strategy is to solve the double-channel conflict and improve the overall performance of channels and channel members of the effective coordination mechanism. Finally, numerical examples show that Pareto profits can be obtained by both manufacturers and retailers who implement triple reconciling strategies in dual-channel distribution.