质量和价格影响需求的双渠道供应链饥饿营销策略

doi:F 272

摘要/Abstract

摘要： 研究了在制造商拥有零售商和网络两种销售渠道的供应链系统中，同时考虑质量和价格因素的饥饿营销策略。分析了供应链集中决策和分散决策下的均衡解，并进一步讨论了网络渠道供货比率对决策变量的影响及决策变量之间的相互影响。研究结果表明：分散决策下零售商加入双渠道供应链饥饿营销策略的意愿不高；分散决策下零售渠道获得的产品性价比最低，而集中决策下零售渠道获得的产品性价比最高；双渠道供应链实施饥饿营销策略不能给整个供应链带来更高的利润，但2个渠道质量敏感程度满足一定条件时，集中决策下实施饥饿营销策略对供应链而言是有好处的。

关键词: 饥饿营销, 双渠道供应链, 质量, 价格

Abstract: We study the hunger marketing strategy for a supply chain, taking both the quality and pricing into account, where the manufacturer has two sales channels: online and retailing. We analyze the optimal decisions under the two scenarios: centralized decision-making and decentralized decision-making, and discuss how the supply of online channel affects the decision variables and the interactive effects between the decision variables. The results show that, under decentralized decision-making, the retailer’s willingness to join the dual-channel supply chain which implements hunger marketing strategy is not high. The Retailing channel provides the lowest performance-to-price ratio products under decentralized decision-making, and the highest performance-to-price ratio products under the centralized decision-making. Dual-channel supply chain which implements hunger marketing strategy cannot lead to higher profits. However, if the quality sensitivity of the two channels satisfies certain conditions, implementing hunger marketing strategy under centralized decision-making is beneficial for the supply chain.

Key words: hunger marketing, dual-channel supply chain, quality, price

胡新平，李天丽，邓腾腾. 质量和价格影响需求的双渠道供应链饥饿营销策略[J]. 系统管理学报, 2015, 24(3): 436-443.

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