نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، دانشگاه الزهرا.

2 دانشجوی دکتری، دانشگاه الزهرا.

چکیده

با رشد سریع فناوری اطلاعات، تولیدکنندگان که در گذشته فقط به‌صورت سنتی و از طریق خرده‌فروشان محصولات خود را عرضه می‌کردند، می‌توانند به‌صورت مستقیم و آنلاین نیز محصولات خود را عرضه کنند. این پژوهش، یک زنجیره تأمین دو­کاناله شامل یک تولیدکننده و یک خرده‌فروش را در نظر گرفته است که در آن تولیدکننده می‌تواند محصولات خود را از طریق دو کانال سنتی و آنلاین به فروش برساند. فرض می‌­شود تولیدکننده محصول را در کانال آنلاین با دو روش حمل و درنتیجه دو زمان تحویل متفاوت عرضه ‌می‌کند که قاعدتاً روی تقاضای یکدیگر تأثیر می‌گذارد. زنجیره تأمین موردنظر ابتدا در حالت غیرمتمرکز با فرض رهبری تولیدکننده و با استفاده از رویکرد استکلبرگ مدل‌سازی شده و متغیرهای تصمیم کلیدی شامل قیمت کانال‌های سنتی و آنلاین و زمان‌های تحویل کانال‌های آنلاین تعیین می‌شود؛ سپس فرض می‌شود که تولیدکننده و خرده‌فروش تصمیمات خود را به‌طور یکپارچه و متمرکز اتخاذ کنند. آنچه موجب نوآوری و منحصربه‌فرد شدن این پژوهش می­شود، وجود دو کانال فروش آنلاین و رقابت بین آن‌ها و همچنین کانال فروش سنتی است. مثال‌های عددی ارائه­شده نشان می‌دهد که یکپارچگی و هماهنگی تولیدکننده و خرده‌فروش به نفع تمام اعضای زنجیره تأمین است و به میزان زیادی سود کل زنجیره تأمین را افزایش می‌دهد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Price and Lead Time Decisions in a Dual-Channel Supply Chain with Traditional and Online Sales Channels Considering Centralized and Decentralized Conditions and Transportation Modes

نویسندگان [English]

  • Mehdi Seifbarghy 1
  • hajar Kafshian Ahar 2

1 Associate Professor,Alzahra University.

2 Ph.D Student, Alzahra University.

چکیده [English]

Today, with the rapid growth of Information Technology, manufacturers provide their products through online direct channels to the consumers as well as the traditional physical channels. In this study, a dual channel supply chain including one manufacturer and one retailer is considered. The manufacturer can sell his products in two ways: the traditional retail channel and online direct channel. It is assumed that the manufacturer offers his product on an online channel via two different transportation modes and correspondingly two different lead times. Initially, a decentralized supply chain is considered, and then it is assumed that the manufacturer is vertically integrated with the retailer in centralized supply chain. The first model is analyzed using the Stackelberg game approach with the manufacturer as the leader, and the second model is optimized using an integrated approach. Optimal decisions of prices and delivery lead times are determined. The major contribution of this paper is existence of two online channels with two different service levels. Our numerical studies reveals that the integration and coordination of the manufacturer and the retailer is beneficial for all members of the supply chain and significantly increase the profit of the whole supply chain.

کلیدواژه‌ها [English]

  • Supply Chain Management
  • Pricing, Centralized and Decentralized Decisions
  • Online Sales Channel
  • game theory
  • Stackelberg Approach
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