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本文研究了由生产商和零售商组成的两阶段供应链的最优折扣券发放模式及相应的产品定价、折扣券面值和折扣券有效期,并提出了供应链协调策略。通过比较分析生产商发放折扣券模式和零售商发放折扣券模式,得出在零售商发放折扣券时,生产商利润和供应链总利润都会得到较大的提高,而一定条件下零售商利润将会较生产商发放折扣券模式下有所下降。针对这种情况,论文提出了基于成本分摊的供应链协调策略,即在零售商发放折扣券的情况下,由生产商分摊部分折扣券发放成本以达到双赢的目的。研究表明,通过调整成本分摊比例可以在保证零售商利润不受损的前提下提升供应链的整体利润,最终达到供应链协调。
This paper studies the distribution pattern of the optimal discount coupons and the corresponding product pricing, discount coupon denomination and the discount coupon validity period in the two-stage supply chain composed of producers and retailers, and proposes the supply chain coordination strategy. Through comparative analysis of discount coupons issued by manufacturers and discount coupons issued by retailers, it is concluded that when the retailers issue discount coupons, both the profits of producers and the total profits of supply chains will be greatly increased. Under certain conditions, the profit of retailers will There will be a drop compared to the discount coupons issued by manufacturers. In response to this situation, the paper proposes a supply chain coordination strategy based on cost-sharing, that is, retailers are given discount coupons, and some discount coupons are distributed by manufacturers to achieve a win-win situation. The research shows that by adjusting the cost-sharing ratio, the overall profit of the supply chain can be increased without compromising the profits of retailers, and finally the supply chain coordination can be achieved.