传统制造企业为了开辟新的产品市场，改善经营现状，纷纷构建网络直销渠道直接
向消费者销售产品；传统零售企业面对激烈的市场竞争，也在保留原有零售渠道的
基础上构建网络销售渠道。无论是制造商引入网络渠道还是零售商引入网络渠道，
势必会对原有渠道造成冲击，造成制造商和零售商以及渠道之间的摩擦，进而引起
供应链效率的损失。如何通过定价策略来降低双渠道供应链的效率损失以及实现双
渠道供应链的协调成为供应链研究的重要课题

互联网技术和移动智能设备的普及使人们对网络购物的认可度逐渐提升，加之
物流系统，特别是最后一公里和最后一百米物流配送效率的提高，网络渠道的分销
成本呈现降低的趋势。本文基于分销效率的改变，以双渠道供应链为研究对象，分
别构建了制造商和零售商双渠道供应链的决策模型，重点探究网络渠道分销成本变
化对制造商双渠道供应链和零售商双渠道供应链定价和协调策略的影响。主要内容
有：
研究考虑分销效率的制造商双渠道供应链定价与协调策略。制造商和零售商之
间拟定长期合同批发价格外生以及批发价格作为制造商决策变量时，重点分析不同
渠道权力结构下制造商和零售商的定价策略。提出改进的收益共享契约实现双渠道
供应链协调，基于数值分析探讨网络渠道分销效率和渠道权力的变化对协调契约的
影响

研究考虑分销效率的零售商双渠道供应链定价与协调策略。制造商和零售商之
间拟定长期合同批发价格外生以及批发价格内生时，重点分析不同渠道权力结构下
制造商和零售商的定价策略。提出改进的收益共享契约实现双渠道供应链协调，基
于数值分析探讨网络渠道分销效率的变化对协调契约的影响

研究分销效率对制造商和零售商双渠道决策的影响。对比分析批发价格外生、
批发价格内生情形下，分销效率对制造商和零售商双渠道定价、销量和利润的影响

关键词：分销效率；双渠道供应链；定价；协调II
Considering the distribution efficiency of dual- channel
pricing and the coordination of supply chain research
Abstract
With the development of Internet technology, e-commerce, breaks the enterprise
original management concept and business model, is forcing companies to change,
changed people&39;s life and consumption habits, the network consumption into people&39;s life.
Traditional manufacturing companies in order to open up new products market, improve
the management status quo, to build the network direct selling products directly to
consumers; The traditional retail enterprise in the face of fierce market competition, also
keep the original retail channels to build on the basis of network marketing channels. Both
manufacturers into network channels and retailers introduce network channels, is bound to
impact the original channel, cause friction between manufacturers and retailers and
channels, resulting in loss of supply chain efficiency. How to use pricing strategies to
reduce the efficiency loss of dual channel supply chain and realize the double channel of
the supply chain coordination become an important topic in the research of supply chain.
The popularity of the Internet technology and mobile smart devices on the network
shopping gradually improve recognition, combined with the logistics system, especially
the last kilometer and the final one hundred meters to enhance the efficiency of logistics
distribution, distribution costs reduce the trends of network channels. Based on the change
of the distribution efficiency, with dual channel supply chain as the research object, build
the decisions of manufacturer and retailer of dual channel supply chain model, the key to
explore the changes in the cost of network channel distribution dual channel supply chain
to manufacturers and retailers dual channel supply chain pricing and coordination strategy.
The main contents are:
Research considering distribution efficiency, the maker of the double channel pricing
and the coordination of supply chain strategy. To formulate long-term wholesale price
contract between manufacturers and retailers exogenous and the manufacturers wholesale
prices as the decision variables, focus on analysis under different channel power structureIII
manufacturer and retailer&39;s pricing strategy. Put forward the improved revenue sharing
contract implementation double channel coordination of supply chain, based on the
numerical analysis to investigate the network channel distribution efficiency and the
change of channel power to coordinate the impact of the contract.
Research considering the retailer distribution efficiency of double channel pricing
and the coordination of supply chain strategy. Manufacturers and retailers to formulate
long-term contracts between exogenous and endogenous wholesale prices, wholesale
prices under different channel power structure analyzed manufacturer and retailer&39;s pricing
strategy. Put forward the improved revenue sharing contract implementation double
channel coordination of supply chain, based on the numerical analysis to explore the
efficiency of the distribution network channel changes to coordinate the impact of the
contract.
The distribution efficiency of double channel decisions of manufacturers and retailers.
Exogenous wholesale prices, wholesale prices are endogenous contrast analysis situation,
distribution efficiency of manufacturers and retailers of double channel pricing, sales and
profits.
Key words: Distribution efficiency, Dual-channel supply chain,pricing,coordinationIV
目 录
摘要...........I
Abstract ...... II
第一章 绪 言......1
一、研究背景与意义......1
（一）研究背景..........1
（二）研究意义..........2
二、研究内容及方法......3
（一）主要研究内容..3
（二）研究方法..........3
三、研究的创新点..........4
第二章 双渠道供应链相关理论基础及国内外研究现状..........5
一、双渠道供应链理论基础...... 5
（一）双渠道供应链理论...... 5
（二）双渠道供应链的决策问题......6
（三）双渠道供应链的基本数学模型..........6
二、博弈论理论基础......7
（一）斯坦克尔伯格博弈理论..........7
（二）伯川德博弈理论.......... 8
二、国内外研究现状......8
（一）传统供应链研究现状.. 8
（二）双渠道供应链研究现状........10
（三）现有研究小结
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