摘要
针对中小型制造企业在电子商务环境下的网络分销渠道选择问题,考虑了两种双渠道供应链,一是网络直接分销渠道和传统零售渠道,二是网络间接分销渠道和传统零售渠道。并以stackalberg博弈为基础,分别建立了双渠道供应链中以制造商为主的主从博弈定价策略模型和以电商分销商为主的主从博弈定价策略模型。给出了中小型制造商选择不同网络分销渠道的条件。算例结果表明:对于网络间接分销渠道,随着电商分销商对产品批发价主导程度的不同会对传统零售商产生不同的影响,甚至会导致其退出销售渠道。在保证传统零售商参与的前提下,构建不同网络分销渠道的成本差将影响中小企业对网络渠道的选择。研究结果对中小制造企业选择不同网络营销渠道有一定的指导意义。
For small and medium manufacturing enterprises on E-business environment,we consider two classes of dualchannel supply chains.On one hand,the first class of dual-channel chain consists of internet direct distribution channel and traditional retail channel,and on the other hand,the second one concludes internet indirect distribution channel and traditional retail channel.By means of Stackelberg game methods,we build a pricing strategy model where manufacturers as leaders in pricing strategy and another pricing strategy model where e-commerce distributors as leaders in pricing strategy,respectively.Well-posedness conditions of different distribution channels choices are characterized.The numerical results illustrate that in the internet indirect distribution channel,distributors with different responses for the wholesale price level of products have different impacts on traditional retailers,and so far as to make retailers get away from retail channel.Under the premise of traditional retailers participating in the channel,different channel costs affect mall and medium manufacturing enterprises' strategies on the channel choices.In a certain sense,our research results are of some importance for small and medium manufacturing enterprises to choose different internet marketing channels.
出处
《系统工程》
CSSCI
CSCD
北大核心
2015年第6期26-33,共8页
Systems Engineering
基金
国家自然科学基金资助项目(70971070)
山东省自然科学基金资助项目(ZR2009HM004)
青岛市应用基础研究计划项目(14-2-4-57-jch)
关键词
双渠道供应链
电子商务
分销渠道选择
主从博弈
Dual-channel Supply Chain
Electronic Commerce
Distribution Channel Choice
Stackelberg Game
