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受现实中生产商和大型零售商不同契约关系的启发,本文以两个生产商和一个零售商组成的系统为对象,从顾客在两种替代性产品之间的选择行为出发,分别研究了零售商定价和生产商定价模式下的最优产品定价和库存决策。研究表明,在MNL选择模型下,零售商联合定价时应当选择使得产品单位利润相等的定价策略;生产商定价博弈中存在唯一的Nash均衡。数值实验分别考察了“生产商强势”和“零售商强势”两种情形下的最优决策和利润分配情况;实验结果能给相关企业的销售模式选择带来有益的管理启示。
Inspired by the actual contractual relationship between the manufacturer and the large retailer, this article takes the system composed of two producers and one retailer as the object. Starting from the customers’ choice behavior between the two alternative products, Optimal Product Pricing and Inventory Decision Under Commercial Pricing and Manufacturer Pricing. The research shows that under the MNL model, retailers should choose the pricing strategy that makes the unit profit equal when the retailer co-pricing; there is a unique Nash equilibrium in the producer pricing game. The numerical experiments examine the optimal decision-making and profit distribution in the two cases of “strong producer” and “strong retailer”, respectively. The experimental results can bring beneficial management implications to the sales model selection of the related enterprises.