Analysis of a Dominant Retailer Dual-Channel Supply Chain under Customers’ Channel Preference: The α-Branch and Bound Solution Algorithm

Document Type : Research Paper


Department of Industrial Engineering and Management Systems, Amirkabir University of Technology (Tehran Polytechnic), Tehran, Iran


This paper investigates the Stackelberg equilibrium for pricing and ordering decisions in a dominant retailer dual-channel supply chain. In a dual-channel sales network, the products are sold through both a traditional, physical retailer and a direct Internet channel. It is assumed that the retailer is the leader and the powerful member of the supply chain has the market power and acts as a leader and proposes his/her inventory policies and dollar-markup and the manufacturer, as a follower, will decide on the wholesale price and the price of Internet channel as well as the inventory quantity of online store based on the retailer’s decisions. The situation is formulated as a bi-level programming problem, and it is converted to a single level model using Karush-Kuhn-Tucker (KKT) conditions. The single level problem is solved using the α-Branch and Bound (α-BB) algorithm. We investigate the significance of customers’ channel preference on adopting an online channel by the manufacturer. We show that an online channel is not always detrimental to a retailer, but in a Pareto-zone, a range or zone of customers’ channel preference, both supply chain members benefit from newly added sales channel.


Main Subjects

Article Title [Persian]

تحلیل زنجیره تامین دوکاناله با یک خرده فروش قدرتمند و با لحاظ ترجیحات مشتری در [انتخاب] کانال: الگوریتم حل آلفا- انشعاب و تحدید

Authors [Persian]

  • رضا پاکدل مهربانی
  • عباس سیفی
دانشکده مهندسی صنایع و سیستمهای مدیریت، دانشگاه امیرکبیر(پلی تکنیک تهران)، تهران، ایران
Abstract [Persian]

این مقاله به بررسی تعادل استگلبرگ در تصمیم های قیمت گذاری و سفارش‌دهی در یک زنجیره تامین دوکاناله با وجود یک خرده فروش قدرتمند می‌پردازد. در یک زنجیره تامین دو کاناله، تولید کننده محصولات خود را از یک کانال فیزیکی و یک کانال مستقیم اینترنتی به فروش میرساند. فرض میشود که خرده فروش فیزیکی، قدرت بازار را در دست دارد و به عنوان رهبر در بازار عمل می‌نماید. این خرده فروش ابتدا حاشیه سود (به دلار) و سیاست موجودی خود را اعلام می‌نماید، سپس تولید کننده به عنوان پیرو، تصمیم‌های مرتبط با قیمت عمده فروشی، قیمت فروش کالا درکانال آنلاین و تعداد موجودی مورد نیاز در این کانال فروش را بر مبنای حاشیه سود توافق شده با خرده فروش و قیمت او تعیین می‌نماید. این مسئله به صورت برنامه ریزی دو سطحی مدل سازی شده است که با استفاده از شرایط بهینگی کروش- کان – تاکر به یک مسئله تک سطحی تبدیل می‌شود. در نهایت مسئله تک سطحی با استفاده از روش آلفا – انشعاب و تحدید حل می‌گردد. نتایج حل مدل نشانگر این موضوع است که ترجیح مشتری در انتخاب کانال خرید، تاثیر به سزایی بر نقطه تعادل بازی و همچنین بر تصمیم اولیه تولید کننده مبنی بر پذیرش یک کانال فروش آنلاین دارد. ما همچنین نشان می‌دهیم که کانال آنلاین همیشه به ضرر خرده فروش نیست بلکه در یک ناحیه پارتویی هر دو تولید کننده و خرده فروش در زنجیره تامین دوکاناله سود می‌برند.

Keywords [Persian]

  • زنجیره تامین خرده فروشی
  • زنجیره تامین دو کاناله
  • تکمیل کانال
  • آلفا- انشعاب و تحدید
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