关键词: 销售努力, 两部协调定价, 双渠道供应链协调, 定价决策, 电商平台扣点费率

Abstract: In view of the double impact of e-commerce and New Coronary Pneumonia on traditional retail models,a dual channel supply chain pricing decision model based on sales efforts and e-commerce platform deduction rates under two-part coordinated pricing mechanism was proposed.The relationship between the optimal pricing strategy and the overall profit of the supply chain with the sales effort level and the discount rate of e-commerce platform was compared and analyzed under decentralized decision and centralized decision.The two-part coordinated pricing mechanism could realize the coordination of the supply chain while satisfying the profit maximization of the supply chain members.The results showed that the optimal sales effort level of traditional retailers reduced the overall profit of the supply chain under decentralized decision-making,but it could improve the overall profit of the supply chain under the two-part coordinated pricing mechanism.The increase of discount rate in e-commerce platform reduced the overall profit of the supply chain,and the negative impact of the deduction rate on the overall profit of the supply chain could be weakened through the two-part coordinated pricing mechanism.

Key words: sales efforts, two-part coordinate pricing, dual channel supply chain coordination, pricing decision, electric business platform buckle point rate