Abstract: In this paper,we study the effects of different cooperation strategies with dual channel manufacturers on pricing and profits of a supply chain with hybrid sales channels by means of the Stackelberg game theory. It is shown that in the cooperation with dual channel manufacturers, the cooperation strategies not only increase the profit of the cooperative alliance, but also the profits of other members out of the alliance. Moreover, the more enterprises are involved in cooperation alliance, the greater the total profit of the supply chain. In addition, if the number of members in a cooperative alliance is fixed,the vertical cooperation brings more profit to the supply chain than the horizontal cooperation. Finally, we obtain similar conclusions by numerical experiments.

Key words: hybrid sales channels, supply chains, cooperative strategies, stackelberg game

摘要： 本文通过Stackelberg博弈方法研究含有混合销售渠道的供应链中双渠道制造商参与的不同合作策略对供应链中企业的定价和利润的影响。研究表明:在有双渠道制造商参与的合作中,合作策略不仅增加了合作联盟的利润,而且也能够增加合作联盟外其他成员的利润;供应链中参与合作的企业越多,给供应链带来的总利润也越大;在参与合作联盟的成员数相同的条件下,供应链的纵向合作比横向合作给供应链能够带来更多的利润。最后,通过数值实验验证了上述结论。

关键词: 混合销售渠道, 供应链, 合作策略, Stackelberg博弈