摘要
基于双渠道零售主体的区别,分别构建零售商均过度自信、仅实体零售店过度自信、仅电子零售商过度自信以及二者均不过度自信的4种博弈模型,比较分析渠道竞争强度和零售商过度自信水平对供应链定价决策、利润收益的影响。研究表明,零售商产生过度自信行为将普遍提升产品零售价水平;而渠道竞争强度的增加则有利于产品零售价格的下降;在此过程中,过度自信的零售商总是利于增加竞争对手的利润,但若零售商自身的过度自信水平低于竞争对手时,则于零售商自身利润存在优势。此外,零售商之间的渠道竞争强度和过度自信水平是影响品牌制造商利润的重要因素。
This study examines the distinctions in a dual-channel supply chain among retailers:those with overconfidence in both retailers,those with overconfidence only in physical retailers,those with overconfidence only in e-retailers,and those without overconfidence in respective channel.It analyzes how the intensity of channel competition and retailer overconfidence impact pricing decisions and profit gains in the supply chain.The results indicate that retailer overconfidence generally raises product retail prices,while increased channel competition promotes price reduction.Retailer overconfidence consistently benefits competitors’profits,except when the retailer’s level of overconfidence is lower than that of competitors,which gives it a profit advantage.Additionally,the intensity of channel competition and the level of retailer overconfidence are crucial factors influencing brand manufacturers’profits.
作者
王文杰
刘亚洲
WANG Wenjie;LIU Yazhou(Donghua University,Shanghai,China)
出处
《管理学报》
CSSCI
北大核心
2023年第10期1525-1535,共11页
Chinese Journal of Management
基金
国家自然科学基金资助重点项目(71832001)
国家自然科学基金资助项目(71872038)。
关键词
渠道竞争
过度自信
双渠道供应链
定价决策
channel competition
overconfidence
dual-channel supply chain
pricing decisions
作者简介
通讯作者:王文杰(1965-),女,江苏宜兴人。东华大学(上海市200051)旭日工商管理学院教授、博士研究生导师。研究方向为众包物流定价、供应链管理。E-mail:wenjiew@dhu.edu.cn。
