Research on Supply Chain Pricing of Manufacturer Channel Invasion under New Retail Model

Abstract

Abstract: From the perspective of new retail, this paper constructs a new retail sale channel that consists of manufacturer and experience store, and studies the supply chain evolution model before and after the invasion of new retail channel. The optimal prices under decentralized decision and centralized decision models are compared, and the impact of various variables on channel pricing and participant profits before and after the channel invasion is analyzed. The results show that:(1) Under the decentralized and centralized decision models after channel invasion, with the increase of new retail channel preference rate, the new retail price increases, the traditional retail price decreases, and the online direct selling price may increase or decrease. (2) No matter whether before or after channel invasion, the profit of supply chain under centralized decision is always higher than that under decentralized decision. (3) The increase of new retail channel preference rate will increase manufacturer's profit and decrease retailer's profit, so new retail channel preference rate will enhance manufacturer's channel invasion motivation. Finally, a numerical analysis shows that under certain conditions, channel intrusion can increase the profit of manufacturer and retailer, and then realize Pareto improvement, which is beneficial to the supply chain system.

Key words: new retail, channel invasion, pricing, channel preference, Pareto improvement

Li Qiuxiang, Deng Qing, Huang Yimin. Research on Supply Chain Pricing of Manufacturer Channel Invasion under New Retail Model[J]. Management Review, 2021, 33(10): 297-312.

References

[1] Griffis S. E., Rao S., Goldsby T. J., et al. The Customer Consequences of Returns in Online Retailing:An Empirical Analysis[J]. Journal of Operations Management, 2012,30(4):282-294
[2] Akçay Y., Boyacı T., Zhang D. Selling with Money-back Guarantees:The Impact on Prices, Quantities, and Retail Profitability[J]. Production and Operations Management, 2013,22(4):777-791
[3] 王正沛,李国鑫. 消费体验视角下新零售演化发展逻辑研究[J]. 管理学报, 2019,16(3):333-342
[4] 胡祥培,王明征,王子卓,等. 线上线下融合的新零售模式运营管理研究现状与展望[J]. 系统工程理论与实践, 2020,40(8):2023-2036
[5] 江积海,王若瑾. 新零售业态商业模式中的价值倍增动因及创造机理——永辉超级物种的案例研究[J]. 管理评论, 2020,32(8):325-336
[6] 赵蒙,于梦琦,胡祥培. 新零售背景下药品协同配送优化研究[J]. 系统工程理论与实践, 2021,41(2):297-309
[7] 吕茹霞,张翠华. 新零售下考虑需求迁移的双线服务质量控制及协调研究[J]. 软科学, 2021,35(6):116-124
[8] 李坚飞,李蓓,孙梦霞. 创新驱动下新零售服务供应链质量协同改进的稳态策略[J/OL]. 中国管理科学, https://doi.org/10.16381/j.cnki.issn1003-207x.2019.1930,2020-11-10
[9] 范辰,张琼思,陈一鸣. 新零售渠道整合下生鲜供应链的定价与协调策略[J/OL]. 中国管理科学, https://doi.org/10.16381/j.cnki.issn1003-207x.2019.1037,2020-03-13
[10] Bell D. R., Gallino S., Moreno A. Showrooms and Information Provision in Omni-channel Retail[J]. Production and Operations Management, 2015,24(3):360-362
[11] 金亮,张旭梅,但斌,等. 交叉销售下"线下体验+线上零售"的O2O供应链佣金契约设计[J]. 中国管理科学, 2017,25(11):33-46
[12] 黄孟丽,张玉林. 新零售背景下考虑渠道偏好和需求迁移的零售供应链决策研究[J]. 工业工程与管理, 2021,26(3):32-39
[13] Li Z. X., Gilbert S. M., Lai G. M. Supplier Encroachment Under Asymmetric Information[J]. Management Science, 2014,60(2):449-462
[14] 张翠华,李慧思. 考虑产品质量差异的制造商入侵决策研究[J]. 管理工程学报, 2020,34(4):161-170
[15] Mizuno T. Direct Marketing in Oligopoly[J]. Journal of Economics & Management Strategy, 2012,21(2):373-397
[16] 曹裕,汪小炼,吴堪. 两阶段闭环供应链制造商直销渠道入侵策略研究[J]. 财经理论与实践, 2020,41(6):126-132
[17] 郑本荣,杨超,杨珺,等. 产品再制造、渠道竞争和制造商渠道入侵[J]. 管理科学学报, 2018,21(8):98-111
[18] 郑本荣,杨超,杨珺. 回收模式对制造商渠道入侵策略的影响[J]. 管理科学, 2019,32(3):92-105
[19] Wei Y., Kevin C., Dilip C., et al. Direct Marketing, Indirect Profits:A Strategic Analysis of Dual-Channel Supply-Chain Design[J]. Management Science, 2003,49(1):1-20
[20] 张翠华,李春雨,吕茹霞. 考虑服务质量差异和质量敏感的平台入侵研究[J]. 工业工程与管理, 2020,25(4):77-85
[21] 经有国,刘震,李胜男. 不确定需求下制造商渠道入侵与信息收集披露激励[J]. 工业工程与管理, 2020,25(2):109-117
[22] 经有国,申诗谣,刘震. 消费者公平关切下入侵制造商渠道策略研究[J]. 工业工程与管理, 2020,25(5):83-112
[23] Hu B. Y., Qu J. L., Meng C. Supply Chain Coordination under Option Contracts with Joint Pricing under Price-dependent Demand[J]. International Journal of Production Economics, 2018,205:74-86
[24] 李友东,夏良杰,王锋正,等. 考虑渠道权力结构的低碳供应链减排策略比较研究[J]. 管理评论, 2019,31(11):240-254
[25] Matsui K. When and What Wholesale and Retail Prices Should Be Set in Multi-channel Supply Chains?[J]. European Journal of Operational Research, 2018,267(2):540-554
[26] 孙朝苑,田思源. 碳交易政策和广告宣传对供应链回收渠道选择的影响[J]. 管理评论, 2020,32(12):242-252
[27] 韩小花,周维浪,沈莹,等. "以旧换再"闭环供应链策略选择及其定价协调研究[J]. 管理评论, 2018,30(1):177-194
[28] Wang J., Zhou Z., Yu M. Z. Pricing Models in a Sustainable Supply Chain with Capacity Constraint[J]. Journal of Cleaner Production, 2019,222(10):57-76
[29] Xie J. P., Liang L., Liu L. H., et al. Coordination Contracts of Dual-channel with Cooperation Advertising in Closed-loop Supply Chains[J]. International Journal of Production Economics, 2017,183:528-538
[30] He Q. D., Wang N. M., Yang Z., et al. Competitive Collection under Channel Inconvenience in Closed-loop Supply Chain[J]. European Journal of Operational Research, 2019,275(1):155-166
[31] Zhou J. H., Zhao R. J., Wang W. S. Pricing Decision of a Manufacturer in a Dual-channel Supply Chain with Asymmetric Information[J]. European Journal of Operational Research, 2019,278(3):809-820
[32] 于丽娟,李雪,祝爱民. 需求信息不对称下多渠道供应链的协调定价[J]. 运筹与管理, 2015,24(2):44-50
[33] Gan S. -S., Pujawan I. N., Widodo B. Pricing Decision for New Remanufactured Product in a Closed-loop Supply Chain with Separate Sales-channel[J]. International Journal of Production Economics, 2017,160:120-132
[34] Huang Y. M., Liu L., Qi E. S. The Dynamic Decision in Risk-averse Complementary Product Manufacturers with Corporate Social Responsibility[J]. Kybernetes, 2016,45(2):244-265
[35] 曾能民,曾冬玲,何青. 竞争还是合作?——考虑顾客异质质量偏好下的双寡头企业均衡策略研究[J]. 管理评论, 2020,32(12):253-262
[36] Modak N. M., Kelle P. Managing a Dual-channel Supply Chain under Price and Delivery-time Dependent Stochastic Demand[J]. European Journal of Operational Research, 2019,272(1):147-161
[37] 毛照昉,刘鹭,李辉. 考虑售后服务合作的双渠道营销定价决策研究[J]. 管理科学学报, 2019,22(5):47-56
[38] 但斌,娄云,马崧萱,等. 服务促进销售的产品服务供应链定价与优化策略[J]. 管理评论, 2017,29(8):211-222
[39] Zhou Y. W., Guo J. S., Zhou W. H. Pricing/Service Strategies for a Dual-channel Supply Chain with Free Riding and Service-cost Sharing[J]. International Journal of Production Economics, 2018,196:198-210
[40] 石平,颜波,石松. 考虑公平的绿色供应链定价与产品绿色度决策[J]. 系统工程理论与实践, 2016,36(8):1937-1950
[41] 刘丛,黄卫来,郑本荣,等. 考虑营销努力和创新能力的制造商激励供应商创新决策研究[J]. 系统工程理论与实践, 2017,37(12):3040-3051
[42] Rofin T. M., Mahanty B. Optimal Dual-channel Supply Chain Configuration for Product Categories with Different Customer Preference of Online Channel[J]. Electronic Commerce Research, 2018,18(3):507-536
[43] Zhang F., Wang C. Dynamic Pricing Strategy and Coordination in a Dual-channel Supply Chain Considering Service Value[J]. Applied Mathematical Modelling, 2018,54:722-742
[44] Chong Z., Wang Y. X., Liu Y. Coordination Contracts for a Dual-channel Supply Chain under Capital Constraints[J]. Journal of Industrial and Management Optimization, 2021,17(3):1485-1504