高级检索

留言板

尊敬的读者、作者、审稿人, 关于本刊的投稿、审稿、编辑和出版的任何问题, 您可以本页添加留言。我们将尽快给您答复。谢谢您的支持!

姓名
邮箱
手机号码
标题
留言内容
验证码

基于双渠道供应链的异质品分销策略

浦徐进,孙书省,金德龙

downloadPDF
文章导航> bob手机在线登陆学报（社会科学版）> 2019> (3): 106-115
浦徐进, 孙书省, 金德龙. 基于双渠道供应链的异质品分销策略[J]. bob手机在线登陆学报（社会科学版）, 2019, (3): 106-115. doi: 10.15918/j.jbitss1009-3370.2019.1148
引用本文: 浦徐进, 孙书省, 金德龙. 基于双渠道供应链的异质品分销策略[J]. bob手机在线登陆学报（社会科学版）, 2019, (3): 106-115.doi:10.15918/j.jbitss1009-3370.2019.1148
shu
PU Xujin, SUN Shuxing, JIN Delong. The Strategy of Differentiated Products Distribution in a Dual-channel Supply Chain[J]. Journal of Beijing Institute of Technology (Social Sciences Edition), 2019, (3): 106-115. doi: 10.15918/j.jbitss1009-3370.2019.1148
Citation: PU Xujin, SUN Shuxing, JIN Delong. The Strategy of Differentiated Products Distribution in a Dual-channel Supply Chain[J].Journal of Beijing Institute of Technology (Social Sciences Edition), 2019, (3): 106-115.doi:10.15918/j.jbitss1009-3370.2019.1148
shu

基于双渠道供应链的异质品分销策略

doi:10.15918/j.jbitss1009-3370.2019.1148
  • 1.

    江南大学 商学院, 江苏 无锡 214122

  • 2.

    东北大学 信息科学与工程学院, 辽宁 沈阳 110819

基金项目:

教育部人文社会科学研究规划基金资助项目（18YJAZH068）

The Strategy of Differentiated Products Distribution in a Dual-channel Supply Chain

  • 1.

    School of Business, Jiangnan University, Wuxi Jiangsu 214122, China

  • 2.

    College of Information Science and Engineering, Northeastern University, Shenyang Liaoning 110819, China

  • 摘要:针对一条线上线下并存型的双渠道供应链，制造商同时销售高端和低端的异质品。构建制造商、实体店和电商之间的博弈模型，探讨供应链成员的分销策略偏好，剖析不同分销策略对供应链成员利润水平的影响。研究结果表明：当消费者的产品质量差异敏感程度较小（较大）时，制造商、实体店和电商均偏好线下销售低端产品，线上销售高端产品（线下销售高端产品，线上销售低端产品）的分销策略；当消费者的产品质量差异敏感程度适中时，制造商、实体店和电商的分销策略偏好不一致。同时，线上线下销售产品的质量差异程度增大有利于提高制造商的利润水平。通过拓展分析验证相关结论，在制造商自己构建线上销售渠道的情形下依然成立。
    Abstract:Since there exists a dual-channel supply chain consisting of a retailer and an e-tailer, a theoretical and analytical framework was constructed to explore the mechanism of firms' preference for different distribution strategies and analyze the effect of different distribution strategies on decisions and profits by firms of the supply chain. The results demonstrate that when consumers are less sensitive to product quality differences, the manufacturer, retailer and e-tailer would prefer the distribution strategy of selling low-end products through offline channel and high-end products through online channel; in contrast, the opposite is true when consumers are more sensitive to product quality differences. When consumers are moderately sensitive to product quality differences, firms have different preferences for distribution strategy. Meanwhile, increasing the degree of online and offline product quality differences will help increase the manufacturer's profit significantly. Expansion analysis verified that the relevant conclusions are still valid in the case that manufacturers build their own online sales channels.
  • [1] TSAY A A,AGRAWAL N. Channel conflict and coordination in the e-commerce age[J]. Production and Operation Management,2004,13(1):93-110.
    [2] BUCKLIN C B,THOMAS P A,WEBSTER E A. Channel conflict:when is it dangerous?[J]. The McKinsey Quart,1997,1997(3):36-43.
    [3] SWAMINATHAN J M,TAYUR S R. Models for supply chains in e-business[J]. Management Science,2003,49(10):1387-1406.
    [4] YAN R L,PEI Z. Retail services and firm profit in a dual-channel market[J]. Journal of Retailing and Consumer Services,2009,16(4):306-314.
    [5] CATTANI K D,GILLAND W G,SWAMINATHAN J M. Boiling frogs:pricing strategies for a manufacturer adding a direct channel that competes with the traditional channel[J]. Production and Operations Management,2006,15(1):40-57.
    [6] TSAY A A,AGRAWAL N. Manufacturer and reseller perspectives on channel conflict and coordination in multiple-channel distribution[J]. Manufacturing and Service Operations Management,2000,2(4):372-391.
    [7] LU Q H,LIU N. Effects of e-commerce channel entry in a two-echelon supply chain:a comparative analysis of single-and dual-channel distribution systems[J]. International Journal of Production Economics,2015,165:100-111.
    [8] HENDERSHOTT T,ZHANG J.A model of direct and intermediated sales[J]. Journal of Economics & Management Strategy,2006,15(2):279-316.
    [9] ARYA A,MITTENDORF B,SAPPONGTON D E M. The bright side of supplier encroachment[J]. Marketing Science,2007,26(5):651-659.
    [10] CAI G G. Channel selection and coordination in dual-channel supply chains[J]. Journal of Retailing,2010,86(1):22-36.
    [11] LI Z,GILBERT S M,LAI G. Supplier encroachment under asymmetric information[J]. Management Science,2014,60(2):449-462.
    [12] PARK H T K,KEN H T. Modeling hybrid distribution channels a game-theoretic analysis[J]. Journal of Retailing and Consumer Services,2003,10(3):155-167.
    [13] 许传永,苟清龙,周垂日,等. 两层双渠道供应链的定价问题[J]. 系统工程理论与实践,2010,30(10):1741-1752.
    [14] 赵礼强,徐家旺. 基于电子市场的供应链双渠道冲突与协调的契约设计[J]. 中国管理科学,2014,22(5):61-68.
    [15] LEI M,LIU H H,DENG H H,et al. Demand information sharing and channel choice in a dual-channel supply chain with multiple retailers[J]. International Journal of Production Research,2014,52(22):6792-6818.
    [16] YOO W S,LEE E. Internet channel entry:a strategic analysis of mixed channel structures[J]. Marketing Science,2011,30(1):29-41.
    [17] KURATA H,YAO D Q,LIU J J. Pricing policies under direct vs. indirect channel competition and national vs. store brand competition[J]. European Journal of Operational Research,2007,180(1):262-281.
    [18] YAN R L. Managing channel coordination in a multi-channel manufacturer-retailer supply chain[J]. Industrial Marketing Management,2011,40(1):636-642.
    [19] ALBERT H,LONG X Y,NASIRY J. Quality in supply chain encroachment[J]. Manufacturing and Service Operations Management,2015,18(2):280-298.
    [20] 刘晓峰,顾领. 基于消费者转换行为的线上线下产品定价策略的研究[J]. 管理科学,2016,29(2):93-103.
    [21] JING B. Behavior-based pricing,production efficiency and quality differentiation[J]. Management Science,2017,63(7):2365-2376.
    [22] 周健,陈露婷,唐哲宇. 基于Stackelberg博弈的异质品双渠道供应链定价策略[J]. 同济大学学报(自然科学版),2016,44(12):1962-1968.
    [23] XIAO T J,CHOI T M,CHENG T C E. Product variety and channel structure strategy for a retailer-stackelberg supply chain[J].European Journal of Operational Research,2014,233(1):114-124.
    [24] SAMAR K,MUKHOPADHYAY S K,YAO D Q,et al. Information sharing of value-adding retailer in a mixed channel hi-tech supply chain[J]. Journal of Business Research,2008,61(9):950-958.
    [25] WANG W,LI G,CHENG T C E. Channel selection in a supply chain with a multi-channel retailer:the role of channel operating costs[J]. International Journal of Production Economics,2016,173(4):54-65.
    [26] 刘咏梅,廖攀,胡军华. 电子商务环境下考虑竞争的新产品开发和定价策略研究[J]. 管理工程学报,2016,30(2):210-215.
    [27] KWARK Y,CHEN J,RAGHUNATHAN S. Platform or wholesale:different effects on retailers of online product reviews[C]. Thirty Third International Conference on Information Systems,Orlando,2012.
    [28] ABHISHEK V,JERATH K,ZHANG Z J. Agency selling or reselling?channel structures in electronic retailing[J]. Management Science,2016,62(8):2259-2280.
    [29] YAN R L,WANG J,ZHOU B. Channel integration and profits sharing in the dynamics of multi-channel firms[J]. Journal of Retailing and Consumer Services,2010,17(5):430-440.
    [30] YAN R L,PEI Z. The strategic value of cooperative advertising in the dual-channel competition[J]. International Journal of Electronic Commerce,2015,19(3):118-143.
    [31] KUMAR N,RUAN R R. On manufacturers complementing the traditional retail channel with a direct online channel[J].Quantitative Marketing and Economics,2006,4(3):289-323.
    [32] TIAN L,JIANG B J. Effects of consumer-to-consumer product sharing on distribution channel[J]. Production and Operations Management,2017,27(2):350-367.
  • [1] 罗丹.策略博弈、约束性激励与规制“软化”. bob手机在线登陆学报（社会科学版）, 2021, 23(5): 43-53.doi:10.15918/j.jbitss1009-3370.2021.7315
    [2] 王哲, 李帮义, 刘志, 王玥, 陈玉玉.双责任闭环供应链的生产决策和责任分担机制. bob手机在线登陆学报（社会科学版）, 2018, (4): 109-119.doi:10.15918/j.jbitss1009-3370.2018.1470
    [3] 邓翔, 瞿小松.温室气体减排联盟及其稳定性分析——基于博弈论视角. bob手机在线登陆学报（社会科学版）, 2017, (3): 25-32.doi:10.15918/j.jbitss1009-3370.2017.2344
    [4] 陈崇萍, 陈志祥.海外供应价格可变的国内外双源采购决策. bob手机在线登陆学报（社会科学版）, 2017, (5): 89-96.doi:10.15918/j.jbitss1009-3370.2017.2213
    [5] 张娟, 耿弘, 卜胜娟, 廖毕丰.耐用品与其消耗品的跨时期市场竞争策略. bob手机在线登陆学报（社会科学版）, 2016, (4): 102-108.doi:10.15918/j.jbitss1009-3370.2016.0414
    [6] 浦徐进, 赵媛媛, 李栋栋.基于二层供应链捆绑销售策略及垂直合作广告机制. bob手机在线登陆学报（社会科学版）, 2016, (5): 83-90.doi:10.15918/j.jbitss1009-3370.2016.0511
    [7] 丁志刚, 徐琪.供应链实施低碳技术的博弈与激励机制研究. bob手机在线登陆学报（社会科学版）, 2014, (4): 13-17.
    [8] 郑君君, 韩笑.心理异质对前景博弈策略选择影响研究. bob手机在线登陆学报（社会科学版）, 2014, (4): 64-69.
    [9] 周海云, 杜纲, 安彤.回收条例约束下双渠道营销闭环供应链的决策与协调. bob手机在线登陆学报（社会科学版）, 2014, (5): 65-70,76.
    [10] 王海兰, 赵道致.战备物资合同储备模式研究. bob手机在线登陆学报（社会科学版）, 2014, (4): 105-108.
    [11] 郭惠玲.基于博弈论视角的电商价格战分析. bob手机在线登陆学报（社会科学版）, 2014, (5): 94-102.
    [12] 陈正杨.社会救援资源应急供应链的协同管理. bob手机在线登陆学报（社会科学版）, 2013, (3): 95-99.
    [13] 斯文.场外衍生品市场监管的演化博弈分析. bob手机在线登陆学报（社会科学版）, 2013, (3): 39-46.
    [14] 吕君.供应链任务分配和决策机制研究. bob手机在线登陆学报（社会科学版）, 2011, (5): 34-38,43.
    [15] 李诗娴, 王雪青, 喻刚.建筑产品异质条件下的投标商报价策略研究. bob手机在线登陆学报（社会科学版）, 2010, (5): 36-38.
    [16] 赵涛, 李小鹏.绿色供应链管理绩效评价研究. bob手机在线登陆学报（社会科学版）, 2010, (5): 80-83.
    [17] 桂贤, 杜纲.不确定条件下供应链二级分销网络的优化研究. bob手机在线登陆学报（社会科学版）, 2007, (1): 86-90.
    [18] 赵涛, 吴文东.供应链知识节点作用机制研究. bob手机在线登陆学报（社会科学版）, 2006, (4): 60-62.
    [19] 韩款, 石善冲.实物期权博弈投资战略分析的理论及应用研究. bob手机在线登陆学报（社会科学版）, 2006, (1): 52-54.
    [20] 侯光明, 李存金.管理博弈论——一门新兴的交叉学科. bob手机在线登陆学报（社会科学版）, 2001, (3): 9-14.
  • 加载中
WeChat 点击查看大图
计量
  • 文章访问数:743
  • HTML全文浏览量:0
  • PDF下载量:158
  • 被引次数:0
出版历程
  • 收稿日期:2018-05-02
  • 刊出日期:2019-05-10

基于双渠道供应链的异质品分销策略

doi:10.15918/j.jbitss1009-3370.2019.1148
  • 1. 江南大学 商学院, 江苏 无锡 214122
  • 2. 东北大学 信息科学与工程学院, 辽宁 沈阳 110819
    • 基金项目:

    教育部人文社会科学研究规划基金资助项目（18YJAZH068）

  • 收稿日期:2018-05-02
  • 刊出日期:2019-05-10

摘要:针对一条线上线下并存型的双渠道供应链，制造商同时销售高端和低端的异质品。构建制造商、实体店和电商之间的博弈模型，探讨供应链成员的分销策略偏好，剖析不同分销策略对供应链成员利润水平的影响。研究结果表明：当消费者的产品质量差异敏感程度较小（较大）时，制造商、实体店和电商均偏好线下销售低端产品，线上销售高端产品（线下销售高端产品，线上销售低端产品）的分销策略；当消费者的产品质量差异敏感程度适中时，制造商、实体店和电商的分销策略偏好不一致。同时，线上线下销售产品的质量差异程度增大有利于提高制造商的利润水平。通过拓展分析验证相关结论，在制造商自己构建线上销售渠道的情形下依然成立。

English Abstract

浦徐进, 孙书省, 金德龙. 基于双渠道供应链的异质品分销策略[J]. bob手机在线登陆学报（社会科学版）, 2019, (3): 106-115. doi: 10.15918/j.jbitss1009-3370.2019.1148
引用本文: 浦徐进, 孙书省, 金德龙. 基于双渠道供应链的异质品分销策略[J]. bob手机在线登陆学报（社会科学版）, 2019, (3): 106-115.doi:10.15918/j.jbitss1009-3370.2019.1148
shu
PU Xujin, SUN Shuxing, JIN Delong. The Strategy of Differentiated Products Distribution in a Dual-channel Supply Chain[J]. Journal of Beijing Institute of Technology (Social Sciences Edition), 2019, (3): 106-115. doi: 10.15918/j.jbitss1009-3370.2019.1148
Citation: PU Xujin, SUN Shuxing, JIN Delong. The Strategy of Differentiated Products Distribution in a Dual-channel Supply Chain[J].Journal of Beijing Institute of Technology (Social Sciences Edition), 2019, (3): 106-115.doi:10.15918/j.jbitss1009-3370.2019.1148
shu
参考文献 (32)

目录

    /

      返回文章
      返回

        作者相关

        写作规范

        友情链接

        总访问量: 今日访问量:

        版权所有：bob手机在线登陆学术期刊中心

        主管单位: 中华人民共和国工业和信息化部 主办单位: bob手机在线登陆 地址: 北京市海淀区中关村南大街5号

        本系统由北京仁和汇智信息技术有限公司开发  百度统计

        Baidu
        map