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针对传统零售市场中存在同类已有产品竞争的情况,对Salop环形城市模型进行拓展,研究了电子商务环境下可替代产品的双渠道供应链定价策略,并探讨了供应链协调问题。研究发现:产品替代程度对替代产品的各渠道定价和零售渠道需求有正向影响,对直销渠道需求的影响应考虑网络购物带来的便利程度,而对已有产品的需求和定价影响为负。为缓解渠道冲突,提出了改进的收益共享契约协调策略,可以实现供应链成员的Pareto改进。最后通过数值分析验证了协调策略的有效性,发现供应链效率随产品替代程度递增,而协调效果随产品替代程度先变差后变好。
Aiming at the competition of existing products in the traditional retail market, this paper extends Salop’s circular city model, studies the dual-channel supply chain pricing strategy of alternative products in e-commerce environment, and discusses the coordination of supply chain. The results show that the degree of product substitution has a positive effect on the pricing of alternative channels and the demand of retail channels. The impact on the demand of direct channels should consider the convenience brought by online shopping while negatively impact the demand and pricing of existing products . In order to alleviate the channel conflict, this paper proposes an improved revenue sharing contract coordination strategy, which can improve the Pareto of supply chain members. At last, the validity of the coordination strategy is verified by numerical analysis. It is found that the efficiency of supply chain increases with the degree of product substitution, while the coordination effect becomes better with the degree of product substitution first.