摘要
考虑零售商可能参与灰色市场投机,我们构建一个由制造商和零售商组成的两阶段博弈模型,并分别研究制造商是否提供服务以及零售商是否参与灰色市场投机组成的四种情景。研究结果表明:首先,不管制造商在高价市场中是否提供差异化服务,在替代系数和低价市场需求弹性都适宜的条件下零售商都参与灰色市场投机以获取额外的利润,并且双方在一定条件下实现共赢。其次,制造商提供服务能缩小零售商参与灰市投机的空间和减少利润受损的空间。再次,消费者对产品服务敏感性越高,服务策略应对灰色市场的效果越好。最后,服务水平与敏感系数和替代系数两个因素相关。
Gray market is a distribution channel unauthorized by the manufacturer or brand owner to sell genuine-brand products.With the rapid development of global logistics network and e-commerce,the proportion of gray market trade in the global economy is increasing.In particular,a growing number of countries are increasingly positive about gray markets or gray markets in some sectors.Therefore,how to manage the supply chain effectively under the gray market structure so as to benefit the company has become a problem that must be faced in supply chain management.It is considered in this paper that the manufacturer does not provide additional services in the low-price market but provides better product services in the high-price market,and the service is bundled with the product and no longer charges consumers extra fees.At the same time,consumers in the high-priced market who buy products through gray channels are not able to enjoy the services provided by authorized channels.Aiming at the problem that authorized retailers may participate in gray market,a two-stage Stackelberg model composed of a single manufacturer and a single retailer is constructed.Then the optimal decision and the profits of manufacturer and retailer are solved by using backward induction method.Sufficient conditions for the existence of gray market,the impact of the gray market on the profits of both parties and the change of service level are given.By analyzing the profitability of supply chain members in four different situations,we focus on the choice of manufacturers and retailers for their respective strategies and reveal how manufacturer uses service strategies to prevent retailer from participating in the gray market.In addition,we also study the influence of consumers’sensitivity to services on service strategy’s response to gray market.The results show that:first of all,regardless of whether the manufacturer provides differentiated services in the high-priced market or not,the retailer is involved in gray market to obtain extra profits
作者
杨锋
许凤妹
YANG Feng;XU Feng-mei(The School of Management,University of Science and Technology of China,Hefei 230026,China)
出处
《中国管理科学》
CSSCI
CSCD
北大核心
2021年第2期9-18,共10页
Chinese Journal of Management Science
基金
国家自然科学基金资助项目(71631006)
国家软科学研究计划(2013GXS1D006)
安徽省哲学社会科学规划项目(HSKY2O14D28)。
