摘要
以双渠道供应链为背景,分析了渠道公平对生产商和零售商均衡策略的影响.研究发现,当零售商市场份额较小时,生产商不会关注零售渠道是否取得了渠道公平;当零售商市场份额较大时,为了避免受到零售商设置较高零售价格的惩罚,生产商将关注渠道公平.另外,渠道公平可以有效改善"双向边际"效应.
Fairness plays an important role in developing and maintaining supply chain relationship. Based on a dual-channel supply chain, this paper examines the effect of fairness on the supply chain partners＇ strategies. We find that if the retail channel is dominated by the direct channel, the manufacturer does not care about channel fairness. Otherwise, the manufacturer has to achieve fairness to avoid being punished by a higher retail price. We also find that the double marginalization will be mitigated when the fairness is achieved.
出处
《系统工程理论与实践》
EI
CSSCI
CSCD
北大核心
2011年第7期1249-1256,共8页
Systems Engineering-Theory & Practice
基金
国家自然科学基金重点项目(70731003
70971076)
关键词
供应链管理
电子商务
双渠道
公平效应
定价策略
supply chain management
e-commerce
dual-channel
fairness
pricing strategy
