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主要研究了一个建立线上线下双渠道的零售商,如何进行定价协调零售商线上线下的水平冲突,并最终到达零售商整体的利润的优化.根据实际情况引入了销售努力补偿的协调机制,并通过算例分析发现当零售商对其网络渠道提供合适的销售努力程度时,零售商的利润可以得到优化.并在双渠道的零售商实现水平协调的基础上,考虑供应链垂直方向上因零售商和制造商双方博弈下带来了双重边际效应,进一步设计了收入共享契约,研究表明当零售商提供合适的收入分配比时,可以实现制造商和零售商利润的优化,实现了供应链成员Pareto改进,这样零售商双渠道就实现了水平和垂直方向的全协调,供应链成员的利润得到了优化.
This paper mainly studies how a retailer with online and offline channels can conduct pricing and coordination of online and offline horizontal conflict of retailers and finally achieve the optimization of the profits of retailers as a whole.According to the actual situation, the coordination mechanism of sales efforts compensation is introduced, And through the case study, we find that the retailer’s profits can be optimized when the retailers provide the appropriate sales efforts to their network channels.On the basis of horizontal coordination between retailers in two channels, The dual marginal effects brought by the retailer and the manufacturer, and the further design of the revenue sharing contract, the research shows that when retailers provide the appropriate income distribution ratio, the profit of manufacturers and retailers can be optimized and the supply chain Members Pareto improved so that retailers’ dual channels achieved full coordination both vertically and horizontally, and the profitability of supply chain members was optimized.