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考虑品牌偏好型与实体忠诚型两类消费者偏好,构建了零售商内部、混合、外部三种融资模式下双渠道供应链订货与定价策略模型,采用博弈论与两阶段优化技术得到三种融资模式下最优订货与定价策略,并分析了消费者偏好与不同融资模式对供应链订货与定价策略的影响。研究发现:品牌偏好型消费者对网络渠道的偏好会影响供应链成员决策与现金流收益,品牌制造商与零售商集中决策时供应链总现金流大于分散决策时供应链的总现金流,零售商混合融资模式可以提高渠道的订货量,降低渠道价格,减少双渠道供应链双重边际化效应,实现供应链成员与消费者共赢,并且品牌制造商有动机通过银行贷款来满足零售商的融资需要。
Considering two types of consumer preferences, such as brand preference and entity loyalty, this paper builds a two-channel supply chain ordering and pricing strategy model under the three internal financing modes of retailers, and obtains three types of financing using game theory and two-stage optimization techniques Model and the optimal ordering and pricing strategy, and analyzes the influence of consumer preference and different financing modes on supply chain ordering and pricing strategy. The findings are as follows: the preference of brand preference consumers influences the decision-making of network members and the return of cash flow, and the total cash flow of supply chain is greater than the total cash flow of supply chain when brand manufacturers and retailers make centralized decision-making, retail The mixed mode of financing can increase the order quantity of channels, reduce the channel prices, reduce the double marginalization effect of the dual-channel supply chain, achieve the win-win situation between the members of the supply chain and the consumers, and the brand manufacturers have the incentive to satisfy the retailer’s financing through bank loans need.