摘要
基于Yue等人的需求预测模型,研究了产品替代度、市场波动以及渠道成员需求预测精度对店中店模式和传统模式下渠道成员收益的影响,并以此为基础说明了制造商在不同情况下应如何选择销售模式.研究表明:第一,在产品替代度较小时,制造商和零售商均倾向于选择店中店这一销售模式,反之,则双方更倾向于选择传统模式;第二,当市场波动较大时,制造商更倾向于采用店中店模式,反之,则双方更倾向于选择传统模式,同时在一定的市场波动范围内,采用店中店模式对渠道双方均有利;第三,店中店模式下制造商的需求预测精度越高,制造商越倾向于采用店中店模式,且该需求预测提高到一定的程度后,采用店中店模式对渠道双方均有利.
Based on Yue＇s demand forecast model, this paper studied the impact of product substitutability, market volatility and demand forecast on the profit of the channel members under SWS （store within a store） and traditional mode. Then we showed how the manufactory chooses its channel. We find that the manufactory prefers the SWS mode when the product substitutability is low. Secondly when the market volatility is high, the manufactory would choose the SWS mode. Lastly when the demand forecast of the manufactory is improved, it should prefer the SWS mode; otherwise it would choose the traditional mode. And when some conditions are satisfied, SWS mode is a Pareto strategy for both of the channel members.
出处
《系统工程理论与实践》
EI
CSSCI
CSCD
北大核心
2012年第7期1391-1399,共9页
Systems Engineering-Theory & Practice
基金
国家自然科学基金(70972102)
关键词
店中店
需求预测
市场波动
渠道模式
store within a store
demand forecast
market volatility
channel mode
