摘要
研究了制造商通过传统零售渠道销售产品的同时开辟网上直销和中介销售渠道,采取多渠道供应链结构。利用Hotelling模型,分析了制造商的定价决策与渠道选择问题,建立了各渠道的收益函数,并分别考察渠道感知系数和利润分享比例对供应链整体收益的影响。研究结果表明,随着消费者渠道感知效应增加,整条供应链收益也会增加;当市场竞争程度较小,应当减少利润分享比例以提升供应链整体竞争力;而当市场竞争程度较大时,适当的增加利润分享比例系数对整条供应链是有利的。
Research on manufacturers opening products through traditional retail channels while opening up online direct sales and intermediary sales channels,and adopting a multi-channel supply chain structure.Using the Hotelling model,the manufacturer s pricing decision and channel selection issues are analyzed,the revenue function of each channel is established,and the effects of channel perception coefficient and profit sharing ratio on the revenue of each channel are examined separately.The research results show that with the increase of consumer channel perception effect,the entire supply chain revenue will also increase;when the degree of market competition is small,the proportion of profit sharing should be reduced to improve the overall competitiveness of the supply chain;and when the degree of market competition is large It is beneficial to the entire supply chain to appropriately increase the profit sharing ratio coefficient.
作者
余艾铧
李豪
YU Ai-hua;LI Hao(School of Economics and Management,Chongqing Jiaotong University,Chongqing 400074,China)
出处
《物流工程与管理》
2020年第7期112-114,共3页
Logistics Engineering and Management
