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在零售商资金约束下,研究了风险中性的制造商与风险厌恶的零售商组成的双渠道供应链定价模型。给出了零售商资金充足下的制造商和零售商最优定价策略以及在资金不足情况下,零售商采取不同筹集资金方式(银行借贷和推迟支付)下的双渠道供应链定价策略,探讨了零售商风险厌恶程度和筹集资金方式对渠道价格以及制造商、零售商运作绩效的影响。最后进行数值算例,结果表明零售商的风险厌恶程度不仅影响传统渠道的销售价格而且影响直销渠道价格,零售商越厌恶风险,渠道销售价格越低,制造商和零售商运作绩效越低。当零售商资金不足时,采用不同的筹集资金方式对制造商和零售商的渠道价格、运作绩效影响情况不同,发现当采用推迟支付策略时,可以改善制造商和零售商运作绩效,减少供应链绩效损失。
Under the constraints of retailers’ funds, this paper studies a dual-channel supply chain pricing model consisting of risk-neutral manufacturers and risk-averse retailers. This paper gives the optimal pricing strategy of retailers and the retailers under the condition of sufficient capital, and the pricing strategy of the two-channel supply chain under the circumstances that the retailers adopt different fund-raising methods (bank loans and deferred payment) The degree of risk aversion of retailers and the impact of fund-raising methods on channel prices and the performance of manufacturers and retailers. Finally, a numerical example is conducted. The results show that the risk aversion of retailers not only affects the sales price of traditional channels but also affects the prices of direct sales channels, the more risky the retailers, the lower the sales prices of channels, and the lower performance of manufacturers and retailers. When the retailers lack of funds, using different ways to raise funds on the manufacturer and retailer channel prices, operating performance of different situations, found that when the delay payment strategy, manufacturers and retailers can improve operational performance, reduce supply chain Performance loss.