最新钱报（五十）两部定价契约下基于销售努力的双渠道供应链定价

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今天小编分享一篇英文期刊论文《两部定价契约下基于销售努力的双渠道供应链定价与协调》，请跟小编一起来学习吧！

1.摘要

学者的这篇期刊论文是基于电商平台所写的期刊论文，学者基于销售努力和电商平台扣点费率两因素运用斯塔克博弈模型和两部定价契约对电商平台参与的双渠道供应链定价与协调进行研究。学者的摘要部分先是表明了自己的研究对象和研究方法，其次是研究过程。最后，学者写了研究结果和结论，学者的摘要写作中包含了摘要写作的四要素，其言语精炼。

This journal paper of the scholar is based on the journal paper written by the e-commerce platform. Based on the two factors of sales effort and deduction rate of the e-commerce platform, the scholar uses Stark game model and two pricing contracts to study the pricing and coordination of the dual-channel supply chain in which the e-commerce platform participates. The abstract part of the scholar first indicates his research object and research method, and then the research process. Finally, the scholar writes the research results and conclusions, and the scholar's abstract writing contains the four elements of abstract writing, and its speech is concise.

学者的关键词部分，销售努力与电商平台扣点费率是与研究对象相关的关键词，属于研究考虑的因素。两部协调定价是学者的研究方法。定价决策与双渠道供应链协调是研究对象相关的要达到的研究目标。

In the keyword section of scholars, sales effort and deduction rate of e-commerce platform are keywords related to the research object, which belong to the factors considered in the research. Two coordinated pricing is the research method of scholars. Pricing decision and dual channel supply chain coordination are the research objectives related to the research object.

将关键词与论文题目对比，学者关键词中的部分词组与题目相关。还有部分词语与文中的内容相关。因此，在关键词写作时不仅要与题目相呼应，也要包含文中的一些关键词，同时注意控制关键词的个数，一般为3-5个词语。

By comparing the key words with the topic of the paper, some phrases in the key words of scholars are related to the topic. Some of the words are related to the content of the text. Therefore, when writing keywords, not only to echo with the title, but also to contain some keywords in the text, and pay attention to control the number of keywords, generally 3-5 words.

2.引言

学者引言的开头以新冠肺炎疫情为开头，引出电子渠道乘势而来，电商渠道不断蚕食市场，传统零售行业不得不更加努力的进行销售。接着学者列举了一些传统零售行业在销售过程中努力的例子，表明传统零售行业在电商冲击下也正在不断努力。因此，学者要拿出在电商平台参与下，研究不同决策模式下基于销售努力的双渠道供应链最有定价决策问题具有重要的实践意义。

The introduction of the scholar begins with the COVID-19 epidemic, which leads to the emergence of electronic channels. E-commerce channels continue to eat into the market, and the traditional retail industry has to work harder to sell. Then scholars listed some examples of the efforts of the traditional retail industry in the sales process, indicating that the traditional retail industry is also making continuous efforts under the impact of e-commerce. Therefore, it is of great practical significance for scholars to study the optimal pricing decision of dual-channel supply chain based on sales effort under different decision-making modes with the participation of e-commerce platforms.

引言的第二、三段学者开始写文献综述，学者主要是从双渠道供应链定价决策与销售努力对供应链定价决策的影响方面进行写。学者最后一段说明上述文献采用的是批发价格契约和收益共享契约，而学者所研究的是基于两部协调定价机制下基于销售努力的双渠道供应链定价决策问题。然后进一步说明自己接下来要怎样去研究。

In the second and third paragraphs of the introduction, scholars begin to write literature review, mainly from the aspects of dual-channel supply chain pricing decisions and the impact of sales efforts on supply chain pricing decisions. In the last paragraph, the author explains that the above literature adopts wholesale price contract and revenue sharing contract, while the author studies the dual-channel supply chain pricing decision problem based on sales effort under the two-part coordinated pricing mechanism. Then further explain how you want to go about it.

学者对于文献的整理很清晰，但小编觉得学者的文献综述部门仍有可添加之处。文献综述的每一段结尾可分别总结上述文献怎么怎么样，然后发现那些方面没有做研究。学者最后一段的总结小编觉得略显简略，因此，还可再详细分析。

The scholars' sorting of the literature is very clear, but Xiaobian thinks that the scholars' literature review department can still be added. At the end of each paragraph of the review, you can summarize what the literature says and find out what hasn't been studied. The scholar's summary of the last paragraph is a little brief, so it can be analyzed in detail.

3.模型描述与假设

模型描述与假设部分不需要过多的语言修饰，描述清楚即可。学者说明研究对象是由一个生产商和一个传统零售商组成的双渠道供应链，研究目的是研究其定价决策问题。学者描述了研究过程并绘制了模型流程图，学者这一部分描述很清晰，在图中把各个参数的标注也很清晰。同时，学者也将研究假设部分罗列清楚。首先是制造商不计生产成本呢，电商平台和传统零售商不计销售成本，同时不考虑缺货，然后是制造商通过电商平台销售商品给零售商时，电商平台统一收取扣点费用。最后是产品市场需求受零售价格和销售努力水平双因素的影响。

Model description and hypothesis do not need too much language modification, description can be clear. Scholars show that the research object is a dual-channel supply chain composed of a manufacturer and a traditional retailer, and the purpose of the research is to study its pricing decision. The scholar described the research process and drew the model flow chart. The description of the scholar was very clear, and each parameter was clearly marked in the figure. At the same time, scholars also listed the research hypotheses clearly. First of all, manufacturers do not consider production costs. E-commerce platforms and traditional retailers do not consider sales costs and do not consider stock shortages. Then, when manufacturers sell goods to retailers through e-commerce platforms, e-commerce platforms uniformly charge deduction fees. Finally, product market demand is influenced by retail price and sales effort level.

4.模型构建与求解

学者的模型构建与求解部分主要是参考另一位学者的文献构建传统渠道和电子渠道的需求函数，然后对需求函数的参数进行了描述，最后得出传统零售商、制造商及整个供应链的利润函数。学者在模型构建与求解中还有一部分是属于假设的内容，小编个人觉得这部分内容可以与上一部分单独说明的假设进行揉合。

The model construction and solution part of the scholar mainly refers to the literature of another scholar to construct the demand function of traditional channel and electronic channel, and then describes the parameters of the demand function, and finally obtains the profit function of traditional retailers, manufacturers and the whole supply chain. Scholars in the model construction and solution is also part of the content of the hypothesis, Xiaobian personally feel that this part of the content can be integrated with the previous part of the hypothesis separately explained.

学者在分散决策情况下的情形研究的是制造商主导供应链下的情况，通过逆向归纳法求解，当电商平台收费比率满足一定条件时，生产商的利润会随着零售价格和批发价格上涨。学者同时给出建议生产商可以根据一般电商平台的收费比率标准5%-20%进行收费。同时学者得出在分散决策情形下，传统零售商提高销售努力水平，将增加消费者对传统渠道购物的好感度，从而增加其产品的市场需求量，并直接增加传统零售商的最大化利润；但是，当销售努力的水平提高到一定程度以后，提高销售努力水平对产品需求量的增加速度小于零售价格增加对产品需求量的降低速度，也即提高销售努力水平获得的利润小于提高销售努力水平产生的成本。因此，传统零售商将选择最优销售努力水平来获得最大的利润。

In the case of decentralized decision-making, scholars studied the situation under the manufacturer-led supply chain. Through backward induction, when the charging ratio of e-commerce platform meets certain conditions, the profit of manufacturers will rise along with the retail price and wholesale price. At the same time, the scholars suggest that manufacturers can charge according to the charging ratio standard of general e-commerce platform 5%-20%. At the same time, it is concluded that under the decentralized decision-making situation, the traditional retailer's promotion of sales effort will increase consumers' favorable degree to the traditional channel shopping, so as to increase the market demand for its products, and directly increase the maximum profit of the traditional retailer. However, when the sales effort level is raised to a certain extent, the increase rate of product demand by increasing the sales effort level is smaller than the decrease rate of product demand by increasing the retail price. In other words, the profit obtained by increasing the sales effort level is smaller than the cost generated by increasing the sales effort level. Therefore, the traditional retailer will choose the optimal selling effort level to maximize profit.

但对于生产商来说，传统零售商销售努力水平的提高，将降低消费者对电子渠道购物的好感度，造成其产品市场需求量降低，故而生产商只能通过降低电子渠道的零售价格来提高其市场需求量。两者之间的决策会存在双重边际效应。

However, for manufacturers, the improvement of the sales effort level of traditional retailers will reduce consumers' favorable degree to electronic channel shopping, resulting in a decrease in the market demand for their products, so manufacturers can only improve their market demand by reducing the retail price of electronic channels. The decision between the two will have double marginal effects.

学者研究了集中决策下的定价决策问题。研究发现，供应链在电子渠道和传统渠道的最优零售价格都随着传统零售商销售努力水平的提高而增大。然后学者还对两种决策下进行了比对，发下集中决策情况下供应链整体的利润要优于分散决策下供应链整体的利润。

Scholars have studied the problem of pricing decision under centralized decision. It is found that the optimal retail price in both electronic and traditional channels increases with the increase of the sales effort level of traditional retailers. Then scholars also compared the two kinds of decisions and found that the overall profit of the supply chain in the case of centralized decision is better than that in the case of decentralized decision.

然后学者将两部定价契约协调与收益共享契约进行比较，表明采用收益共享契约更优于生产商实现供应链的纵向调整。

Then scholars compare the coordination of the two pricing contracts with the revenue sharing contract and show that the revenue sharing contract is better than the manufacturer to realize the vertical adjustment of the supply chain.

学者这部分利用两部定价契约进行协调，生产商可以采用两部协调定价机制，生产商首先向传统零售商收取固定的费用（可以看出加盟费），然后再根据产品市场需求量确定单位产品的批发价格。同时，学者举例现在有不少企业采用两部定价契约进行协调。通过两部定价契约协调发现，两部定价契约可以使供应链整体利润最大化，同时也是生产商和零售商的利润高于分散决策的情况。

The academics used two pricing contracts to coordinate,The manufacturer can adopt two coordinated pricing mechanisms. The manufacturer firstly charges a fixed fee to the traditional retailer (as can be seen from the franchise fee), and then determines the wholesale price of the unit product according to the market demand of the product. At the same time, scholars exemplifies that many enterprises now adopt two pricing contracts for coordination. Through the coordination of the two pricing contracts, it is found that the two pricing contracts can maximize the overall profit of the supply chain, and it is also the case that the profits of manufacturers and retailers are higher than those of decentralized decisions.

5.数值分析

数值分析部分学者主要是根据考虑的两个因素进行的分析，一个是销售灵敏度的敏感性分析，一个是扣点费率参数灵敏度分析。在销售灵敏度敏感分析方面：当销售努力对产品市场需求影响较小时，供应链整体利润随着销售努力水平的提高而增加，当销售努力水平提高到一定程度以后，供应链整体利润会随着销售努力水平的提高而下降。因此，在实际的供应链决策中，存在最优的销售努力水平使供应链利润最大化，并且集中决策下最优销售努力水平大于分散决策时的最优销售努力水平。在使用两部定价契约之后发现：生产商则通过降低批发价格来实现供应链整体利润的最优化。传统零售商通过提高销售努力水平来增大传统渠道零售价格从而实现利润的在最大化，可以发现协调决策减弱了销售努力水平提高对最优零售价格增大的影响。在扣点费率参数灵敏度分析方面：电商平台扣点费率的增大造成供应链双重边际效应逾明显。

In the numerical analysis part, scholars mainly conducted the analysis based on two factors considered, one is the sensitivity analysis of sales sensitivity, and the other is the sensitivity analysis of deduction point rate parameter. In the aspect of sales sensitivity sensitivity analysis, when the impact of sales effort on product market demand is small, the overall profit of the supply chain will increase with the improvement of sales effort level, and when the sales effort level increases to a certain extent, the overall profit of the supply chain will decrease with the improvement of sales effort level. Therefore, in actual supply chain decision-making, there is an optimal sales effort level to maximize supply chain profit, and the optimal sales effort level under centralized decision-making is greater than the optimal sales effort level under decentralized decision-making. After using two pricing contracts, it is found that manufacturers can optimize the overall profit of the supply chain by reducing the wholesale price. Traditional retailers increase the retail price of traditional channels by improving the sales effort level so as to maximize the profit. It can be found that the coordination decision weakens the influence of the increase of sales effort level on the increase of the optimal retail price. In terms of sensitivity analysis of deduction rate parameter, the increase of deduction rate of e-commerce platform causes more obvious double marginal effect of supply chain.

6.结束语

结论部分学者先是回顾了研究过程，其次是分三条说明自己的研究结论。分别是从整体到销售努力角度到带你上平台扣点费率角度写研究结论。最后提出研究不足与进一步的研究方向，研究不足在于学者研究时只是将电商平台扣点费率作为一个外生变量来分析，并且供应链成员包括生产商和传统零售商，没有将电子商务平台作为一个决策者纳入供应链定价决策范畴内。进一步的研究方向在于进一步考虑考虑由生产商、传统零售商和电商平台组成的三元供应链的定价决策模型。

The conclusion part of the scholars first reviewed the research process, followed by three points to explain their own research conclusions. Write the research conclusions from the overall perspective to the sales effort perspective to the point of view of bringing you to the platform. Finally, this paper proposes the research shortcomings and further research directions. The research shortcomings lie in that scholars only analyze the deduction rate of e-commerce platform as an exogenous variable, and the supply chain members include manufacturers and traditional retailers, without taking e-commerce platform as a decision maker into the category of supply chain pricing decision. The further research direction is to further consider the pricing decision model of the ternary supply chain composed of manufacturers, traditional retailers and e-commerce platforms.

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参考资料：谷歌翻译

参考文献：[1] 黄红伟,陈振颂,吴胜,焦健锋,王先甲.两部定价契约下基于销售努力的双渠道供应链定价与协调