Optimal pricing policies for differentiated brands under different supply chain power structures
Optimal pricing policies for differentiated brands under different supply chain power structures
复制标题
不同供应链权力结构下差异化品牌的最优定价策略
DOI：
10.1016/j.ejor.2016.10.046
复制
发表时间：
2017-06
影响因子：
6.4
通讯作者：
Xiaojun Wang
中科院分区：
文献类型：
--
作者：
Zheng Luo;Xu Chen;Jing Chen;Xiaojun Wang
我们研究了一个供应链，其中零售商由两个不同品牌的制造商供应，一个是好品牌，一个是一般品牌。市场中的顾客根据价值和品牌偏好进行细分，即顾客对平均品牌的接受程度和对每个品牌的顾客剩余程度。通过对不同权力结构组合的探索，考虑了横向竞争（两个相互竞争的制造商之间）和纵向竞争（制造商与零售商之间）。建立了多阶段博弈模型，考察了不同权力结构对定价决策和制造商和零售商利润的影响。我们发现，两家制造商之间的激烈竞争对制造商不利，对零售商有利。供应链成员（两个制造商和零售商）之间没有优势导致整个供应链的最高利润。我们还发现，对于两个相互竞争的制造商来说，第一个宣布定价决策的利润较低，而第二个宣布从了解竞争对手的价格中获益。这就解释了为什么竞争对手不愿意透露价格、投标率和合同的决定，因为这些信息代表了议价能力。本文还分析了消费者对普通品牌接受度的影响。
We investigate a supply chain in which a retailer is supplied by two manufacturers with differentiated brands, a good brand and an average brand. The customers in the market are segmented based on value and brand preference, namely the customer acceptance of the average brand and the customer surplus for each brand. Both horizontal competition (between the two competing manufacturers) and vertical competition (between the manufacturers and the retailer) are considered through an exploration of different power structure combinations. Multiple-stage game models are developed to examine the impact of different power structures on the pricing decisions and the profits of the manufacturers and the retailer. We find that intensified competition between the two manufacturers hurts the manufacturers and benefits the retailer. No dominance among supply chain members (the two manufacturers and the retailer) leads to the highest profit for the entire supply chain. We also find that for the two competing manufacturers, being first to announce the pricing decision results in lower profit – the second to announce benefits from knowing the rival's price. This explains why rivals prefer not to reveal decisions on prices, bid rates, and contracts, as this information represents bargaining power. The impact of customer acceptance of the average brand is also analyzed.
登录
查看更多内容
合作竞争在低碳制造中的作用
影响因子：
6.4
作者：
Luo, Zheng;Chen, Xu;Wang, Xiaojun
通讯作者：
Wang, Xiaojun
DOI：
10.1016/j.omega.2011.12.010
发表时间：
2012-12
影响因子：
6.9
作者：
Xu Chen;L. Li;Ming Zhou
通讯作者：
Xu Chen;L. Li;Ming Zhou
影响因子：
5
作者：
C. Ingene;M. Parry
通讯作者：
C. Ingene;M. Parry
DOI：
10.1287/mksc.11.3.266
发表时间：
1992-08
期刊：
IO: Theory eJournal
影响因子：
--
作者：
Aradhna Krishna
通讯作者：
Aradhna Krishna
DOI：
10.1007/978-1-4613-8905-7_4
发表时间：
1929-03
期刊：
The Economic Journal
影响因子：
--
作者：
H. Hotelling
通讯作者：
H. Hotelling