赵观兵 仇阳阳

摘  要：讨论由单个制造商和单个零售商组成的二级供应链，制造商依据销售商的订货量进行生产。文章假设双方都是风险中性的，制造商与销售商信息对称并且同时进行定价促销，市场需求根据定价和促销力度来衡定。通过引入回购惩罚联合契约，构建不同情形下供应链利润模型，对比分析不同决策情况下供应链的最优定价、促销力度以及最大利润，得出结论：在回购惩罚联合契约下，制造商、销售商选择高定价高促销时，供应链整体利润最大。

关键词：创新型新产品;定价;促销;供应链协调

中图分类号：F253    文献标识码：A

Abstract： Discuss the secondary supply chain composed of a single manufacturer and a single retailer. The manufacturer produces according to the order quantity of the sales volume. This chapter assumes that both parties are risk-neutral. Manufacturers and sellers have symmetrical information and carry out pricing promotions at the same time. Market demand is determined by pricing and promotion efforts. By introducing the repurchase penalty joint contract， constructing the supply chain profit model under different situations， comparing and analyzing the optimal pricing， promotion intensity and maximum profit of the supply chain under different decision-making situations， it is concluded that under the repurchase penalty joint contract， the manufacturer， when sellers choose high prices and high promotions， the overall supply chain has the greatest profit.

Key words： innovative new products; pricing; promotion; supply chain coordination

0  引  言

隨着科技的快速发展，消费类电子新产品的迭代周期变得越来越短，各类创新型产品层出不穷。我国消费类电子企业在中美贸易摩擦和新冠肺炎双重肆虐的经济大环境下求生存，处境堪忧。为了使企业获得更大利润，供应商和销售商应共同努力，不断开拓市场，扩大需求。张菊亮（2008）[1]在产品需求受定价高低与促销力度大小影响的背景下，设计出可以达到供应链合作的数量折扣合约，研究表明只有制造商和销售商联合定价促销供应链利润才能最大化。代建生等（2015）[2]研究零售商促销行为影响需求下的最优产品定价和促销策略，并运用回购契约和成本共担契约考察供应链的协调。周菲菲（2010）[3]针对短生命周期产品建立并分析了二级供应链的非合作和合作定价博弈模型，得出供应链系统在成员合作情形下才能达到利润最大化的结论。……