品牌权益影响下的双渠道供应链定价决策及协调研究

针对一个制造商开通直销渠道销售产品与零售商的价格竞争问题，文章基于制造商与零售商共享品牌权益的视角，研究在制造商双渠道供应链结构中，价格和品牌权益同时作用下的双渠道供应链定价决策，分别分析在集中决策下和分散决策下，品牌权益对两种渠道价格和利润的影响。研究发现：在集中决策下，两种渠道的价格、利润与品牌权益成正相关；在分散决策下，当品牌权益超过一定临界值时，其对制造商直销渠道的价格和制造商总利润的影响大于零售商。鉴于品牌权益对供应链定价决策的重要影响，文章建立制造商和零售商之间的品牌权益成本共担机制，并通过数值仿真分析发现，当实施品牌权益成本共担机制时，制造商和零售商的销售价格和利润均是最优的。因此，零售商应加强与制造商的互动，共同创造高品牌权益的同时，也应共同分享高品牌权益。

Research on the Pricing Decision and Coordination of Dual-Channel Supply Chain under the Influence of Brand Equity

By selling products through direct sales channels the manufacturer goes through the price competition with the retailers. From the perspective of the manufacturer and the retailers sharing brand equity, this paper studies the pricing strategies of the dual-channel supply chain under the simultaneous effect of price and brand equity in the dual-channel supply chain structure of the manufacturer, and analyzes the influence of brand equity on the price and profit of the two channels under centralized decision and decentralized decision respectively. The study finds that under centralized decision-making, the price and profit of the two channels are positively related to brand equity; under the decentralized decision, when the brand equity exceeds a certain threshold, its impact on the prices of direct sales channels of manufacturers and the total profits of manufacturers greater than retailers. In view of the important influence of brand equity on supply chain pricing decisions, this paper establishes a cost-sharing mechanism of brand equity between the manufacturer and the retailers, and through numerical simulation analysis we find that when implementing a cost-sharing mechanism for brand equity, the sales price and profit of manufacturers and retailers are optimal. Therefore, retailers should strengthen their interaction with the manufacturer and jointly create high brand equity while sharing high brand equity.