中文摘要：

基于博弈理论,研究了纯零售、纯直销及双渠道并存三种模式下,考虑质量改进的双渠道供应链协调问题。重点就质量改进对协调销售渠道、价格、销售量及系统总利润等进行了研究。研究发现三种模式下均存在市场均衡,均衡时混合渠道情形的纯零售模式对系统最为有利。纯零售模式下,批发价及直销价较低时,制造商质量改进会降低系统整体利润;批发价与直销价较高时则相反,零售商质量改进对系统整体利润影响较小,但可扩大市场销量。纯直销模式下,制造商质量改进,系统总利润下降,零售商质量改进,系统总利润增加。双渠道并存模式下,制造商质量改进,系统总利润及直销渠道的销量增加;而零售商质量改进,则与系统各方销量及利润无关。

英文摘要：

Based on the game theory,this paper analyzes the dual-channel supply chain coordination problems respectively under pure retail,pure direct selling and dual-channel co-existence modes with considering quality improvement. Focused on how does quality and its improvement impact the equilibrium distribution channel,pricing,sale quantity and total system profit. Result shows that the market equilibrium respectively exists in the three modes. The max system profit will be gotten at the mixed channel case of pure retail mode under the market equilibrium condition of the three modes. Under pure retail mode,when the wholesale price and direct selling price are lower,the quality improvement of manufacturer will be reduced,but the total system profit will be increased when the wholesale price and direct selling price are higher. Under pure retail mode,the total system profit will be less impacted but the market sales can be expanded by quality improvement of retailer.Under pure direct mode,total system profit will be declined with quality improvement of the manufacturer but the total system profits will be increased with quality improvement of retailer. Under the coexistence of dual channel mode,the total system profit and sale quantity will be increased with quality improvement of manufacturer but the quality improvement of retailer have nothing to do with the profit and sale quantity of system parties.