Abstract: Based on a supply chain of mixed leasing and retail channels in which a manufacturer repurchase products from a renter and resale them to the retailer,the manufacturer's choice of the following product line and channel combination strategies was discussed:the manufacturer supplied of high-quality products(strategy H),low-quality products(strategy L)or two heterogeneous products(including strategy HL/LH,high-quality and low-quality products entering the leasing(retail)and retail(leasing)channels respectively).Four two-cycle dynamic game models of joint product line and channel strategies were compared and analyzed by using the dynamic game theory.The results showed that:when the buyback price was high,a so-called buyback situation would arise under the above four strategies;the manufacturer would get the highest profit when chose strategy H with buyback,and the greater the product quality difference coefficient,the more obvious the advantage of strategy H;in the case of buyback situation,the buyback price was always lower than the resale price;the manufacturer's profit margin through the retail channel was always higher than that of the leasing channel,and the manufacturer's that profit margin of the strategy LH was the highest.An example was given to analyze the influence of product quality difference coefficient on the manufacturer's profit and related decisions.

Key words: mixed leasing and retail channels, product line, heterogeneous products, channel entry, buyback

摘要： 针对一个由制造商向租赁商回购产品并转售给零售商的租售混合渠道供应链,研究制造商对以下产品线与渠道联合策略的选择问题:向租售混合渠道供应高质量产品(H策略)、低质量产品(L策略)或两种异质产品(包括HL(LH)策略,即高质量和低质量产品分别进入租赁(零售)和零售(租赁)渠道),应用动态博弈理论建立上述4种策略下的两周期供应链博弈模型并进行比较分析。研究表明:①在上述4种策略下,回购价格较高时均会出现回购情形;②制造商在H策略有回购情形下实现最优,两种产品质量差异越大,则H策略的优势就越明显;③在有回购情形下,回购价格始终低于转售价格,制造商经由零售渠道的利润率始终高于租赁渠道,且LH策略下该利润率最高。最后,通过算例分析了4种策略下产品质量差异系数对制造商利润和相关决策的影响。

关键词: 租售混合渠道, 产品线, 异质产品, 渠道进入, 回购