中文摘要：

考虑一个制造商通过其双渠道供应链销售产品,同时存在另一制造商仅通过网络直销渠道销售可替代产品,研究品牌竞争下该双渠道供应链的定价策略及协调机制。基于价格和服务敏感的线性需求,建立考虑品牌竞争和渠道竞争双重影响的定价模型,通过Nash博弈得到三方在分散决策和集中决策下的最优定价和期望利润。数值模拟证明,分散决策降低了供应链的整体效率;各博弈方的最优定价和期望利润均是关于品牌忠诚度、交叉价格弹性系数的增函数,并且相对于品牌竞争,渠道竞争对双渠道供应链的影响更显著。因此为加强渠道合作,建立基于服务合作的协调契约,研究结果表明该契约不仅可以实现双渠道供应链的协调,而且可以使得此双渠道销售的产品更具有竞争力。

英文摘要：

Considering one manufacturer sells a product through a dual-channel supply chain,while another manufacture sells a substitute product through the Internet channel,the pricing and coordination strategies of the dual-channel supply chain are studied.Based on the price and service-sensitive linear demand function,apricing model which considers both brand competition and channel competition is built.The decentralized and centralized pricing policies based on Nash games are formulated,and the optimal prices and the expected profits are obtained.The numerical analysis shows that there is efficiency loss in decentralized system,and brand loyalty,cross-price elasticity have a positive impact on the optimal prices and the expected profits.Furthermore,for the dual-channel supply chain,channel competition is fiercer than brand competition,so a coordination contract based on service cooperation is designed.It is proved that the contract can not only achieve supply chain coordination and a win-win outcome,but also make the product sold by dual-channel supply chain more competitive.