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针对由制造商拥有的电子直销渠道和传统零售渠道组成的双渠道供应链系统,在需求发生扰动和联合促销情况下,对制造商和零售商之间的竞争和协调问题进行研究。通过求解优化问题的Kuhn-Tucker条件,分别给出无需求扰动和发生需求扰动时集中式双渠道供应链系统的最优定价、生产决策和联合促销投资水平,并提出促销补贴契约以协调需求扰动时的分散式双渠道供应链系统。结果表明需求扰动的大小和消费者对电子渠道的接受程度对双渠道供应链系统的最优决策和协调契约有着重要影响,另外需求扰动量的变化幅度越大,采取调整策略前后的利润差异越大,最后通过数值分析验证了模型的有效性。
Aiming at the dual-channel supply chain system consisting of manufacturer-owned electronic direct sales channels and traditional retail channels, the issue of competition and coordination between manufacturers and retailers is studied in the event of disturbance of demand and joint promotion. By solving the Kuhn-Tucker condition of optimization problem, the optimal pricing, production decision and joint promotion investment of centralized two-channel supply chain system without demand disturbance and demand disturbance are respectively given, and the promotion subsidy contract is proposed to coordinate the demand disturbance When the distributed dual-channel supply chain system. The results show that the size of demand disturbance and consumer acceptance of electronic channels have an important influence on the optimal decision and coordination contract of the two-channel supply chain system. In addition, the greater the change range of demand disturbance, the more the profit difference before and after the adjustment strategy At last, the validity of the model is verified by numerical analysis.