摘要
建立了由一个制造商和一个零售商组成的双渠道供应链模型,考虑了市场需求与消费者渠道偏好相关时,制造商的定价和渠道设计选择问题.分别讨论了供应链制造商集中控制和分散控制两种控制模式下制造商采取以下三种不同渠道策略时在定价、需求和收益方面的差异:只有传统渠道、只有电子渠道、双渠道.分析发现双渠道的有效性取决于消费者属性和渠道成本两大因素.双渠道不影响制造商的定价,并刺激了新的市场需求,提高了制造商和供应链的利润.同时双渠道降低了分散控制下零售商的定价及需求,造成了零售商的利润亏损.最后通过算例仿真,验证了结论的正确性.
We develop a dual-channel supply chain model with a single manufacturer and retailer,considering channel selection and pricing strategy with consumers＇ channel preference dependent demand.Manufacturers have three different distribution options：（1） only a retail channel,（2） only a e-tail channel,（3） dual-channel.We compare the differences in pricing and demand as well as profit of dual-channel with other distribution strategies both in the condition of a integrated supply chain and non-integrated supply chain.It is found that the effectiveness of dual-channel depends on consumer attributes and channel costs.Dual-channel strategy will not affect the pricing of the manufacturer,and will stimulate new demands,so it will improve the profits of the supply chain and the manufacturer.Meanwhile,dual-channel will cut down the price and demand of retail channel in a non-integrated supply chain,so it will reduce retailer＇s profit.At last,we illustrate our analytical results with some examples,and the proposed conclusions are validated.
出处
《山东理工大学学报（自然科学版）》
CAS
2011年第6期13-18,共6页
Journal of Shandong University of Technology:Natural Science Edition
关键词
双渠道
供应链
电子渠道
渠道偏好
定价
dual-channel
supply chain
e-tail channel
channel preference
pricing
