考虑在线定制的双渠道供应链决策

为研究线上定制对制造商和零售商利润以及产品价格的影响,建立制造商在线上渠道提供定制产品、零售商在线下渠道提供标准产品的双渠道供应链模型,利用Stackelberg博弈求出制造商和零售商的最优决策,并与常规双渠道供应链相比,分析定制程度和交付时间的影响。结果表明:与常规双渠道供应链相比,提供线上定制产品对制造商和零售商都有利;交付时间越长,线上定制产品价格越低;线上产品定制程度越高,制造商的利润越低。

Decision-making of dual-channel supply chain considering online customization

To study the impact of online customization on the profits of manufacturers and retailers and the price of products, a dual channel supply chain model for manufacturers to provide customized products in the online channel and retailers to provide standard products in the offline channel is established. The optimal decision making of manufacturers and retailers is obtained by Stackelberg game, the dual channel supply chain is compared with the conventional dual channel supply chain, and the impact of customization degree and delivery time is analyzed. The results show that: providing online customized products is beneficial to both manufacturers and retailers compared with the conventional dual channel supply chain; the longer the delivery time, the lower the price of online customized products; the higher the customization degree of online products, the lower profit the manufacturer can get.