Pricing Decision in Dual Channel Supply Chain Under Asymmetric Manufacturer's Risk Averse Information

Operations Research and Management Science ›› 2013, Vol. 22 ›› Issue (6): 117-122.

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Pricing Decision in Dual Channel Supply Chain Under Asymmetric Manufacturer's Risk Averse Information

WANG Hong¹, SUN Yu-ling², ZHOU Jing³

1. School of Economics and Management, Nanjing Forestry University, Nanjing 210037, China;
2. School of Economics and Management, Nanjing University of Technology, Nanjing 210009, China;
3. School of Management and Engineering, Nanjing University, Nanjing 210093, China

Received:2011-06-28 Online:2013-12-25

制造商信息私有条件下的双渠道供应链定价决策

王虹¹, 孙玉玲², 周晶³

1.南京林业大学经济管理学院,江苏南京 210037;
2.南京工业大学经济与管理学院,江苏南京 210009;
3.南京大学工程管理学院,江苏南京 210093

作者简介:王虹(1981-),女,山东高密人,博士,讲师,博士后,研究方向:供应链运作管理等;孙玉玲(1976-),女,山东潍坊人,博士,副教授,研究方向:收益管理;周晶(1963-),女,江苏泰州人,教授,博导,副院长,研究方向:服务运营管理、交通运输与物流管理等。
基金资助:
国家自然科学基金资助项目(71301073,71071075);江苏省教育厅高校哲学社会科学基金资助项目(2011SJB630033);江苏省博士后科研资助计划(1101105C);中国博士后科学基金(2011M500932);教育部人文社科基金项目(12YJC630180)

Abstract

Abstract: For a dual channel supply chain consisting of a risk averse manufacturer's direct channel and a risk averse retailer's channel, this paper studies the prices of direct channel and traditional retail channel when the risk averse value of manufacturer and retailer are common information. Then it analyzes the channel prices when the risk averse value of manufacturer is his own private information. And the required conditions of perfect Bayesian Nash equilibrium are studied. It is shown that the retailer's optimal retail price type is consistent with manufacturer's optimal direct price type, and even the retailer has belief revision. But the manufacturer has several choices of pricing decision. Under different parameter conditions, there are separating equilibrium, pooling equilibrium and semi-separating equilibrium in the dynamic game under asymmetric information.

Key words: dual channel, pricing decision, asymmetric information, direct channel, risk averse

摘要： 针对由风险规避型制造商拥有的直销渠道和风险规避型零售商拥有的传统零售渠道组成的双渠道供应链模型,首先研究制造商和零售商的风险规避信息为共同知识条件下,直销渠道和传统零售渠道的定价决策。进一步分析制造商风险规避度为私有信息条件下,制造商和零售商的最优定价策略,探讨精炼贝叶斯均衡定价的存在条件。研究表明,信息非对称条件下,零售商即使存在信念的修正,其零售渠道的定价与制造商的定价决策类型始终保持一致,而制造商的最终定价策略选择有多种。在不同参数条件下,该非对称信息动态博弈模型可能存在分离均衡、混同均衡和准分离均衡。

关键词: 双渠道, 定价决策, 非对称信息, 直销渠道, 风险规避

CLC Number:

F274

WANG Hong, SUN Yu-ling, ZHOU Jing. Pricing Decision in Dual Channel Supply Chain Under Asymmetric Manufacturer's Risk Averse Information[J]. Operations Research and Management Science, 2013, 22(6): 117-122.

王虹, 孙玉玲, 周晶. 制造商信息私有条件下的双渠道供应链定价决策[J]. 运筹与管理, 2013, 22(6): 117-122.

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Pricing Decision in Dual Channel Supply Chain Under Asymmetric Manufacturer's Risk Averse Information

制造商信息私有条件下的双渠道供应链定价决策

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