市场中日益多样化的消费者行为将会影响供应链成员对市场需求的预测，进一步影响企业的决策和收益。首先，通过市场不确定性，从外部整体地刻画出整个市场中所有消费者的多样化行为对需求的影响。然后，具体地刻画每一个消费者的多样化购买行为，包括从时间维度研究策略型消费者的延迟购买的行为、从空间维度研究消费者在多个购买渠道之间选择和转移的行为。同时，分别从横向和纵向的角度研究供应链渠道管理。在纵向渠道管理中，通过比较集中型和分散型供应链中成员的决策和收益，揭示渠道结构纵向分散化规律。在横向渠道管理中，首先，探究企业在单一的零售渠道的基础上，引入网络直销渠道的动机；然后，进一步揭示双渠道供应链中产品差异化规律。从消费者行为出发，将市场营销理论和企业的运作管理结合起来，运用博弈论和基于多代理思想的计算实验方法，研究多个供应链成员在多周期博弈中学习和最优化决策的过程，通过分析实验结果得到有意义的管理启示。

第一章为绪论，指出本书在消费者行为多样化和供应链管理工作越来越复杂的背景下，将营销市场上的消费者行为研究和供应链运作管理中的最优决策问题相结合的研究对企业发展具有的指导意义；分别从消费者行为、供应链渠道管理和计算实验三个方面回顾了已有文献；另外，介绍了整体的研究思路，简要概括了主要研究内容和研究方法，并总结了重要创新点。

第二章考虑到现实生活中的企业决策者无法完全顾及市场上消费者可能出现的多样化购买行为，这就为企业决策带来了很多的不确定性，因此研究了市场不确定性对消费者需求的影响。在多代理组成的供应链系统中，制造商决策网络渠道价格和批发价格，零售商同时最优化零售渠道价格和订货量，探究制造商引入网络直销渠道、构建双渠道供应链的动机。进一步，在扩展模型中考虑多条互相竞争的供应链，研究竞争环境对企业决策和收益的影响。

第三章研究了季节性产品在正价销售阶段和促销阶段的定价和订货策略。市场上的策略型消费者会根据效用最大化的原则抉择“是否”和“何时”购买产品。在策略型消费者的影响下，关注企业将供应链纵向分散化的动机。研究发现，当消费者具有强烈的延迟购买意愿时，供应链总收益降低，企业有动机将渠道结构分散化来抑制延迟购买行为，提高供应链的整体绩效。

第四章刻画了消费者在双渠道供应链中的搭便车行为。消费者在实体零售商店补充产品信息后，转移到网络渠道寻求更低的价格。制造商可以在两个渠道中提供完全相同或者具有差异性的产品。通过比较两种产品策略下供应链成员的决策和收益，揭示企业的产品差异化规律。

第五章总结了本书的研究成果和管理启示，并指明了现有的局限性和接下来的研究方向。

关键词：双渠道供应链；策略型消费者；搭便车行为；产品差异化策略；计算实验

Abstract

The complicated consumer behavior in the market will affect the supply chain members' prediction of the demand and further influence the decisions and profit of enterprises.First,using market uncertainty to depict the complicated consumer behavior from the perspective of the whole market.Then,each consumer's purchasing behavior is depicted in detail.Respectively,from the perspective of time,strategic consumers deliberately delay purchases,and from the perspective of space,consumers can choose and transfer among multiple purchasing channels.In supply chain management,enterprises from vertical and horizontal perspectives consider channel strategy.From the vertical perspective,enterprises focus on the comparison of the supply chain members' decisions and profits between a centralized structure and a decentralized one,to reveal the motivation of decentralization.From the horizontal perspective,this book firstly explores the manufacturer's motivation to introduce an online direct channel in addition to the single retail channel,and then focuses on product differentiation strategy in dual-channel supply chains.This book contributes to the study in marketing and supply chain management.Supply chain members are simulated as multiple agents in computational experiments.This book studies the process of agents'learning and decisions optimization,and analyzes the experimental results to obtain meaningful managerial implications.

Chapter 1 presents an introduction to the book.Considering the di verse consumer behavior and the increasingly complex work of supply chain management,this book combines the research on consumer behavior in marketing with the decision-making optimization in supply chain management.Those are of guiding significance to the firms' development.This book reviews the literature in three streams,consumer behavior,supply chains'channel management and computational experiments.In addition,Chapter 1 introduces the overall research ideas,briefly summarizes the main research content and research methods,and summarizes the important innovation points.

Chapter 2 considers the fact that,in real life,decision makers in enterprises are not able to follow all the unexpected situations in the consumer market,which will bring uncertainty to the decision makers.Thus,by considering the impact of market uncertainty,the research focuses on the motivation of the manufacturer to introduce the online direct channel and build the dual-channel supply chain.Further,the extended model considers competition between multiple supply chains in the market,and focuses on the effect of competition on the firms' decisions and profits.

Chapter 3 studies the pricing and ordering strategy of seasonal products in two selling periods:one full-price period and one sale period.Based on the principle of utility maximization,strategic consumers in the market will decide not only“whether”but also“when”to purchase a product.By comparing the members'decisions and profits under a centralized structure and a decentralized structure,this book explores the enterprise's motivation of decentralization in the presence of strategic consumers.The results imply that when consumers are more willing to delay purchases,the enterprise's profit decreases.Decentralization can weaken the impact of strategic consumers and improve the profit.

Chapter 4 studies consumers' free riding behavior in a dual-channel supply chain.After consuming the in-store services,experiencing the products and supplementing the non-digital product information in physical retail stores,consumers can switch to the online channel for a lower product price.The enterprise can offer the same products in the dual-channel supply chain,or differentiate the products in the two channels.By comparing the members' decisions and profits in these two strategies,this book explores the conditions where the enterprise is motivated to differentiate products in dual channels.

Chapter 5 summarizes the research results and managerial implications of this book,and points out the limitations of the research and the direction in the further work.

Keywords:Dual-Channel Supply Chain;Strategic Consumers;Free Riding Behavior; Product Differentiation Strategy; Computational Experiments