| In the retail market with increasingly fierce homogenization competition,the blind pursuit of low cost and the strategy of price war in the past can no longer adapt to the needs of current market competition.Increasingly personalized and complicated consumer demand has also brought new challenges to the development of the retail industry,for which retail enterprises usually need to provide consumers with a variety of value-added services while selling products,so as to gain competitive advantages.The differentiated logistics service represents a potential new area of profit and has gradually become the main target of retail enterprises seeking competitive advantage.Therefore,it is necessary to design different logistics services for different consumer groups,that is,differentiated logistics services.In reality,many retail enterprises have designed a variety of logistics services to meet the diversified needs of consumers.For example,Jingdong Mall provides "211 limited time delivery","next day delivery","Jingzhunda" and other logistics services based on consumer demand.When there are multiple logistics services to choose from,consumers not only have to decide whether to buy products,but also need to weigh the service quality and price of each service and finally decide which logistics service to choose.Retail enterprises need to reasonably set the sales price of products and the price of each logistics service according to consumers’ choice behavior.When the retail enterprise entrusts the logistics enterprise to perform the logistics service,the wholesale price of the logistics service made by the logistics enterprise will also have an impact on the decision-making of the retail enterprise on the price of the products and services.The decentralized decision-making of retail enterprises and logistics enterprises based on their own interests is easy to lead to "double marginal effect",which damages the overall interests of the supply chain.Therefore,it is necessary to study the decision-making and coordination strategies between retail enterprises and logistics enterprises in the supply chain with differentiated logistics services,so as to maximize the overall interests of the supply chain and improve the interests of all supply chain members.Starting from the difference of logistics delivery time,this paper takes the three-level supply chain composed of two logistics enterprises,one retail enterprise and numerous consumers that provide differentiated logistics delivery service as the research object.The retail enterprise entrusts two logistics enterprises to provide ordinary distribution service and fast distribution service respectively for its consumers.Considering retail enterprises and two logistics enterprises decentralized decision and centralized decision in both cases,the integrated use of Stackelberg game model and supply chain contract theory and method of the pricing strategy of supply chain members and how to implement supply chain coordination optimization design contract,to ensure the supply chain members benefit and enhance the overall competitive strength of the supply chain.Finally,taking the differentiated logistics service of Jingdong Mall as an example,the specific application of differentiated logistics service in real retail enterprises is analyzed.In this paper,the pricing strategy of supply chain with differentiated logistics services is studied,which provides a reference for retail enterprises that provide differentiated logistics services in reality to formulate reasonable pricing strategies.The application of relevant coordination contracts and the research results also have reference significance for the coordinated development of retail industry and logistics industry in reality. |
