摘要
本文构建了依赖网络渠道风险和零售渠道搜索成本的消费者选择模型,在此基础上分析了四类双渠道供应链结构下的厂商最优决策和渠道效率问题,以及不同双渠道供应链结构对在位厂商和供应链效率的影响.研究发现:双渠道供应链的效率依赖于网络渠道的购买风险和零售渠道的搜索成本,渠道风险能够调节分散决策模式下的双重边际化效应.此外,双渠道的市场覆盖效应和渠道竞争效应取决于两类渠道的提供主体.最后、制造商网络渠道策略与利润分成比例有关,当分成比例高于某阈值时,委托第三方网络商提供网络渠道的策略优于制造商自己进行网络销售的策略.本文的研究结论对供应链的渠道设计具有一定的理论指导意义.
We study consumer choice in supply chain channel with both network and retail selling channels, where the purchasing risk in the network selling channel and searching cost in the retail selling channel are both considered. Four dual channel structures are addressed to derive the optimal solutions, efficiency of different structures, as well as the impact of network channel entry on incumbent enterprises and supply chain efficiency. We find that, the efficiency of different dual channels depends on the purchasing risk in network channel and the searching cost in retail selling channel, and the channel risk can regulate double marginalization effect in the decentralized supply chain. The market coverage effect and channel competition effects are determined by the channel providers. Moreover, whether the manufacturer provides the network selling channel or not is related to profit sharing rate~ it is better to employ third-party network partners to provide network selling than by the manufacturer when the sharing rate is beyond a threshold. The results derived are of a certain theoretical significance.
出处
《系统工程理论与实践》
EI
CSSCI
CSCD
北大核心
2013年第7期1672-1681,共10页
Systems Engineering-Theory & Practice
基金
国家自然科学基金(70971069
71002077)
教育部人文社会科学重点研究基地重大项目(12JJD630004)
教育部新世纪优秀人才支持计划(NCET-11-252)
教育部长江学者和创新团队发展计划
关键词
供应链管理
双渠道模式
消费者行为
渠道风险
supply chain management
dual selling model
consumer behavior
channel risk
作者简介
许垒（1982-），男，汉，山东人，讲师，研究方向：现代物流与供应链管理，收益管理
李勇建（1973-），男，汉，山东人，教授，博士生导师，研究方向：现代物流与供应链管理，突发事件应急管理，系统优化与决策分析．
