线上线下同价背景下双渠道零售商的定价策略与协调机制研究

The uniform pricing strategy does not simply mean to set the same price in both online and offline channels. It also includes the self-matching and the competitive price matching policies. In order to alleviate the channel conflict and be against the competition effectively, more and more multi-channel retailers begin to implement this uniform pricing strategy . However, due to the lack of theoretical guidance, this new pricing strategy has aroused a widespread controversy. Based on the theories such as the supply chain management, game theory and operation research, this project will first construct a series of supply chain models and then design the corresponding procedures to solve these problems. By examining these equilibrium solutions and analyzing how the environmental parameters affect these results, we will identify the differences, the mechanisms and the most suitable supply chain environment for each of these pricing strategies from the perspective of all supply chain members (e.g., the retailers, the upstream suppliers, the competitors, the consumers and the whole supply chain). Furthermore, we will also study how to change the transaction relationship with the suppliers and design plausible incentive mechanisms to coordinate the supply chain. We hope this study can advance our practical knowledge of designing plausible pricing and channel management strategies for the multi-channel retailers under the e-commerce era, and such knowledge can help these multi-channel retailers to adapt to the rapid development of the internet economy and improve the operational performance of the dual channel supply chain effectively.

线上线下同价并不简单的等同于线上线下制定一样的价格，还包括店内比价及全网比价。虽然越来越多的双渠道零售商开始采用线上线下同价策略以缓解渠道冲突，但由于缺乏理论指导，引起广泛争议。针对这样的背景，本项目将以供应链管理、非合作博弈等理论为基础，构建一系列描述不同环境下的供应链决策模型，并设计相应的求解方法，从理论上揭示不同形式的线上线下同价策略的作用机理、相互关系及产生的社会影响，识别出线上线下同价策略的适用环境，并以此为基础，进一步探讨如何转变与供应商的交易模式并设计相应的激励机制以协调供应链，为更好实施线上线下同价策略创造条件。希望本项目的实施能够一定程度上丰富和拓展现有关于零售商的定价策略与渠道管理理论，为我国零售业适应当前网络经济蓬勃发展的新形势，有效提升双渠道供应链的运作水平和管理效益提供有价值的理论指导。

线上线下同价并不简单的等同于线上线下制定一样的价格，还包括店内比价及全网比价。虽然越来越多的双渠道零售商开始采用线上线下同价策略以缓解渠道冲突，但由于缺乏理论指导，引起广泛争议。针对这样的背景，本项目构建了一系列描述不同环境下的供应链决策模型，并设计相应的算法进行求解分析，研究（1）线上线下同价策略的适用环境问题；（2）不同定价策略具体形式的作用机理与绩效差异问题；（3）线上线下同价背景下的交易模式问题；以及（4）线上线下同价背景下的供应链协调问题。研究成果一定程度上丰富和拓展了现有关于零售商的定价策略与渠道管理理论，为我国零售业适应当前网络经济蓬勃发展的新形势，有效提升双渠道供应链的运作水平和管理效益提供有价值的理论指导。.项目研究取得了较好的研究成果，目前为止，共发表包括European Journal of Operational Research, Information and Management, International Journal of Production Research, IEEE Transactions on Engineering Management等SSCI收录的权威学术期刊论文9篇，其中第一作者/通讯作者7篇。此外，还完成研究论文7篇，两篇投递到国家自然基金委认定的A类中文期刊上，五篇投递到SSCI收录的国际权威期刊上。相关研究成果获得第十六届江苏省哲学社会科学优秀成果奖一等奖1项、十五届苏州市哲学社会科学优秀成果奖三等奖1项、国际会议最佳论文奖1项，项目主持人获得江苏省青蓝工程优秀青年骨干教师、仲英青年学学者等人才称号。指导和培养青年教师2名，硕博士研究生5名。