Internet环境下混合市场渠道协调的数量折扣模型

200788:100026788(2007)0820001211Internet,(,200052):().Stackelberg,.,,().Internet,,.:Internet;;;;:F274:AAQuantityDiscountModelforCoordinationofInternet2basedHybridChannelsXIEQing2hua,HUANGPei2qing(ShanghaiJiaotongUniversity,Shanghai,200052)Abstract:ThehybridchannelsconsistedofdirectInternetchannelandtraditionalretailerisdominatingthemarketingofmodernmanufacturers.Basedonaquantitativemethod,thepaperaimstostudythequantitydiscountmechanismforthecoordination(i.e.,maximizingthetotalchannelprofit)ofhybridchannels.AStackelberggamemodelisestablished,andaninitialanalysisonsharingtheafter2coordinationprofitsispresented.Theresultsshowthatmanufacturercanprovideinfinitequantitydiscountsforcoordinationofhybridchannels,someofwhichcanmakebothmanufacturerandretailerenjoygreatercooperativeprofitsthanundernon-cooperativesituation.TheintroductionofInternetchanneldoesntmeanathreattoretailer,inthatthecompetingmanufacturerandretailercanchoosetocooperatetoreachawin2winsituation.Keywords:Internet;hybridchannel;channelcoordination;quantitydiscount;game:2006202220:(70372056):(1975-),,,,:.1Internet,,Internet,.Internet,.Internet,Internet,,,.,,.,().,,,(),,,(,).(doublemarginalization)[1],,:,.,,.,,,(quantitydiscount).Jeuland&Shugan[2],,Choi[3];Gerstner&Hess[4,5];Ingene&Parry[6];Lee&Staelin,[7].,Desiraju&Moorthy,,[8].Internet.Chiang(2003)Internet[9],Internet,Internet,,.Seong&Hean(2003)Internet(induce)[10],.,,.Stackelberg,.,Internet,(,Levis,[11]),,Internet,,,,,.2Internet,:1),:Internet;2);3);4)(Internet).:p1p2Internetq1P()q2InternetPc()220078,,.FfRMC(R+M),Internet.,,.,[6,12]:qi=a-bpi+pj,i,j=1,2,ij,a0,b0,,a,,,01,,b1.,Internet,,,Internet,V,V.Internet()p2,(p2+V)Internet,Internet.:q1=a-p1+(p2+V),:a0,01,01;(1a)q2=a-(p2+V)+p1.(1b)3Internet,,..:C=(p1-c)[a-p1+(p2+V)]+(p2-c)[a-(p2+V)+p1]-F-f.(2)(2)p1p2:5c5p1=-2p1+2p2+a+V+(1-)c=0;(3a)5c5p2=2p1-2p2+a-V+(1-)c=0.(3b)(3a)(3b),:p31=12a1-+c,p32=12a1--V+c.(4)(4).,:q31=a+V-(1-)c2,q32=a-V-(1-)c2.(5),.,,,.T,:38Internet,,[2],,,.maxp1R=(p1-T3)[a-p1+(p2+V)]-f.(6)T3p1p31,p2p32.(6)p1,(4)p31,p32,:T3=12a1--V+(2-)c.(7):3R=(p31-T3)q31-f=a+V-(1-)c2q31-f=(q31)2-f.(8),,k3R.:3M=(T3-c)q31+(p32-c)q32-F=12a1--V-c(q31+q32)-F.(9):3C=3R+3M=12a1--V-c(q31+q32)+(q31)2-f-F.(10),,..4,,Stackelberg(leader).:w(Q)=W-dQ.(11),:,[2,6]:(W-dQ)Q+k,,W(),d,Q,k.,,(€x3x)::R=(p1-w(q1))q1=(p1-w)[a-p1+(p2+V)]+d[a-p1+(p2+V)]2-k-f.(12)(12)p1,:€p1=(1-2d)p2+W+(1-2d)a+(1-2d)V2(1-d).(13)(13)(1a)(1b),:€q1=a+p2-W+V2(1-d);(14)€q2=2-1-12(1-d)2p2+W2(1-d)++1-12(1-d)a+2-1-12(1-d)2V.(15),W,d,p2,:420078,,.maxW,d,p2C=(€p1-c)€q1+(p2-c)€q2-F-f,(16)€p1,€q1,€q2(13)(14)(15).(16)W,d,p2,:-W+(a+V)d+p2+(1-)(1-d)c=0;(17)2(1-d)2(+1)a+4(1-d)2(2-1)p2+2(1-d)2(2-1)V-2(1-d)2(2-1)c+(1-d)(-1)c-da-d2V-2p2+w=0.(18)(17)(18),:€p32=12a1--V+c=p32.(19)(13),:€p31=12a1-+c=p31.(20),,,.€p32=12a1--V+c(17),:-W+[a+V-(1-)c]d+a2(1-)-V2+2-2c=0,:ŠW3=2q31…d3+T3.(21),ŠW3=2q31…d3+T3(w(Q)=ŠW3-…d3Q).,:3R=(1-…d3)(q31)2-k-f.(22):3M=3C-3R=12a1--V-c(q31+q32)+…d3(q31)2-F+k.(23)(15)…d3°1,3R0…d3:…d31.,…d3:…d3(0,1).…d3,Internet.3R0k:k[0,(1-…d3)(q31)2-f).,k.,1:1InternetInternet,Stackelberg,(ŠW3-…d3Q)Q+k(:ŠW3=2q31…d3+T3,q31,T3(5)(7),…d3(0,1),k[0,(1-…d3)(q31)2-f),k,Q).5,,,,58Internet,…d3,(two2parttariff)[1,6],{W,k},.,…d3=0,,,,.(16)W,d,(17).,.511():3c=1421-t2-2tV+2V2-F-f.(24)(t=a-(1-)c,):c=116+71-t2-2(+4)tV+(4-2)2V2-F-f.(25):c-c=116(t+V)20.(26),.,.:3R=(1-…d3)(t+V)24-k-f,3M=3c-3R.(27):3R=(t+V)216-f,3M=3c-3R.(28)(27)(28),:3R-3R=(3-4…d3)(t+V)216-k,(29)3M-3M=(3c-3c)-(3R-3R)=(4…d3-2)(t+V)216+k.(30)(29)(30),:…d312-4k(t+V)2,3R-3R0,3M-3M0;…d334-4k(t+V)2,3R-3R0,3M-3M0;12-4k(t+V)2…d334-4k(t+V)2,3R-3R0,3M-3M0;58-4k(t+V)2…d334-4k(t+V)2,(3M-3M)(3R-3R)0;12-4k(t+V)2…d358-4k(t+V)2,(3R-3R)(3M-3M)0;…d3=58-4k(t+V)2,(3R-3R)=(3M-3M)0.,2:2InternetInternet,(ŠW3-…d3Q)Q+k(:ŠW3=2q31…d3+T3,k),:620078,(),,.,,.q31q32(10).1)…d30,12-4k(t+V)2,();…d334-4k(t+V)2,1,.2)…d312-4k(t+V)2,58-4k(t+V)2,;…d358-4k(t+V)2,34-4k(t+V)2,;…d3=58-4k(t+V)2,.512,,,,??1,1[1].,33R,33M,1A.,,DE..,BC.B,,C.BC.F,BF,FC.BC?,…d3?,.Nash(1950),,[13].,,..6:1:=01125,V=50,a=100,=015,c=30,k=0,F=f=01:Internet,Internet,,.2,1,…d3(0,015](1)…d3[0175,1)(2),;…d3(015,01625)(3),,…d3(01625,0175)(4),,…d3=01625(5),.1,():€q31=44,…d3,1…d3.78Internet11(€q31=44)…d3(1)(2)(3)=(2)-(1)…d3=0135(1)6483.86969.1485.45998.45707.2-291.2485.41262.0776.6ŠW3=10118w(€q31)=8614…d3=018(2)6483.86969.1485.45998.46580.8582.5485.4388.3-97.1ŠW3=14114w(€q31)=10614…d3=0155(3)6483.86969.1485.45998.46095.597.1485.4873.7388.3ŠW3=11914w(€q31)=9512…d3=0171(4)6483.86969.1485.45998.46406.1407.7485.4563.077.7ŠW3=13315w(€q31)=10212…d3=5P8(5)6483.86969.1485.45998.46241.1242.7485.4728.1242.7ŠW3=126w(€q31)=9815…d3=1P2(1)6483.86969.1485.45998.45998.40.0485.4970.8485.4ŠW3=115w(€q31)=93…d3=3P4(2)6483.86969.1485.45998.46483.8485.4485.4485.40.0ŠW3=137w(€q31)=1042:=01425,V=80,a=100,=0115,c=35,k=70,F=f=02:Internet,Internet,,(k=70).2,24kP(t+V)2=010493,…d3(0,014507](1)…d3[017007,1)(2),;…d3(014507,015757)(3),,…d3(015757,017007)(4),,…d3=015757(5),.2,():€q31=38.2…d3.82007822(€q31=38)…d3(1)(2)(3)=(2)-(1)…d3=014(1)1642.9199