关键词: 权力结构, 博弈分析, 制造商双渠道供应链, 定价, 影响

Abstract: Considering a supply chain composed of a manufacturer with both an offline traditional channel and an online direct channel and a retailer, a dual-channel demand function for the manufacturer is established based on the theory of consumer surplus. Then, it analyzes the impact of three power structures on supply chain participants’ pricing decisions, demands, and profits through constructing the manufacturer Stackelberg game, retailer Stackelberg game and Nash game models. The results show that the three games are shown to have no effect on manufacturer’s online direct channel price; the impacts of the two Stackelberg games on the retail price and the demand of the offline traditional channel, manufacturer’s online direct channel demands and supply chain’s total profits are identical. In Nash game, the offline channel retailer’s price and manufacturer’s online direct channel demands are the minimum, however, the offline channel retailer’s demands and supply chain’s total profits are the maximum. The manufacturer’s wholesale price and profits and the retailer’s profits decrease with the decline of the game dominance in the three games.

Key words: power structure, game theory, manufacturer dual-channel supply chain, pricing, impact