摘要
企业通过搭建线上线下(On/off-line)多渠道以满足消费者的延保服务需求,但也因此引发渠道间冲突。本文基于制造商视角搭建On/off-line延保服务渠道,引入公平关切理念,构建考虑零售商公平偏好的On/off-line延保服务决策模型,对延保服务进行定价及利润分配,研究On/off-line渠道结构下的最优渠道策略。研究表明,当处于弱势地位的零售商存在公平关切偏好行为时,制造商可通过调整批发价以维护On/off-line渠道及供应链的稳定性;制造商增设线上渠道可增加自身利益,但会导致零售商利润降低;随着线上渠道的增设,公平关切程度的增加会降低零售商的效用。
Enterprises have built on/off-line channels to meet consumers’demand for extended warranty services,but conflicts between channels have also arisen as a result.Based on the manufacturer’s perspective,this paper builds an On/off-line extended warranty service channel,and constructs an on/off-line extended warranty service decisionmaking model that considers the retailer’s fair preference to price and distribute profits for extended warranty services,researches the optimal channel strategy under the on/off-line channel structure.The results show that manufacturers can maintain the stability of On/off-line channel and supply chain by adjusting wholesale price for retailers with preference of fairness concerns.Manufacturers can increase their own interests by adding online channels,but lead to a decrease in total supply chain profits;with the increase of online channels,the increase of fairness concerns will reduce the utility of retailers.
作者
泮家丽
周兴建
戴金山
季洪悦
PAN Jia-li;ZHOU Xing-jian;DAI Jin-shan;JI Hong-yue(School of Management,Guangzhou College of Commerce,Guangzhou 511363,China;School of Management,Wuhan Textile University,Wuhan 430200,China;Postdoctoral Research Station of Management Science and Engineering,Nanchang University,Nanchang 330031,China;School of Transportation and Logistics Engineering,Wuhan University of Technology,Wuhan 430063,China)
出处
《物流研究》
2022年第3期36-42,74,共8页
Logistics Research
基金
国家自然科学基金项目(72062019)
江西省博士后科研择优资助项目(2019KY13)
湖北省教育厅哲学社会科学研究一般项目(20Y080)
关键词
公平关切
渠道策略
供应链延保
线上线下
Fairness Concern
Channel Strategy
Supply Chain Extended Warranty
On/off-line
作者简介
泮家丽(1996—),女,浙江庆元人,硕士,广州商学院管理学院助教,主要研究方向为物流与供应链管理;通信作者:周兴建,wuliuwtu@163.com,(1979-),男,湖北武汉人,博士,南昌大学管理科学与工程博士后科研流动站博士后,武汉纺织大学管理学院教授、硕士研究生导师,主要研究方向为供应链决策优化;戴金山(1978—),男,福建莆田人,博士,武汉理工大学交通与物流工程学院副教授,主要研究方向为物流与供应链管理;季洪悦(1998—),女,山东临沂人,武汉纺织大学管理学院硕士研究生,主要研究方向为物流工程与管理
