Purpose

The aim of this paper is to study the optimal pricing decision in a supply chain with a dual distribution channel in a centralized and decentralized decision-making systems and investigate the economic impact of retail services on pricing behaviors with respect to the power structures.

Design/methodology/approach

To reach the equilibrium behavior of decision-makers, two-stage optimization, the Stackelberg game and the Bertrand–Nash game have been used. Also, to explore the effect of environmental uncertainty on the behavior of decision-maker, demand functions are characterized as an uncertain price dependent, service dependent and channel dependent. Decision parameters are based on experts’ belief degree, in the sense of uncertainty theory initiated by Liu (2007).

Findings

Obtained results reveal that the retail services have a strategic role in the centralized supply chain and the decentralized supply chain with dominant manufacturer, while both the supply chain and the consumer suffer from higher environmental indeterminacy.

Research limitations/implications

This study is based on possible scenarios of dual distribution system only. Further research is recommended to investigate the applicability of the authors framework in different distribution systems.

Practical implications

The study findings are believed to be valuable for supply chains and organizations about to make a strategic decision on price of their good/service.

Originality/value

The paper contributes to the scarce literature on Uncertainty Theory initiated by Liu (2007), and combination of it with Game Theory for pricing in distribution system of supply chains. The study also contributes by investigating impact of non-price competitive factor (level of service) on pricing strategy.

中文翻译：

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具有零售服务的不确定双分销渠道下的最优定价策略

目的

本文的目的是研究在集中和分散决策系统中具有双重分销渠道的供应链中的最优定价决策，并研究零售服务对与权力结构有关的定价行为的经济影响。

设计/方法论/方法

为了达到决策者的均衡行为，使用了两阶段优化、Stackelberg 游戏和 Bertrand-Nash 游戏。此外，为了探索环境不确定性对决策者行为的影响，需求函数被表征为不确定的价格依赖、服务依赖和渠道依赖。决策参数基于专家的置信度，即刘（2007）首创的不确定性理论。

发现

获得的结果表明，零售服务在集中供应链和分散供应链中具有战略作用，制造商占主导地位，而供应链和消费者都遭受更高的环境不确定性。

研究限制/影响

本研究仅基于双配电系统的可能情况。建议进一步研究以调查作者框架在不同分发系统中的适用性。

实际影响

研究结果被认为对于即将对其商品/服务的价格做出战略决策的供应链和组织很有价值。

创意/价值

这篇论文对 Liu (2007) 发起的关于不确定性理论的稀缺文献做出了贡献，并将其与博弈论相结合用于供应链分销系统中的定价。该研究还通过调查非价格竞争因素（服务水平）对定价策略的影响做出贡献。