摘要
在同时考虑线上零售商与线下实体店服务的情况下,建立制造商为核心的双渠道供应链系统,分析实体双渠道、线上双渠道、混合双渠道3种结构下,不同服务效应及效用强度下制造商的最优渠道策略。研究发现,当服务效应强度较低时,制造商会选择线下双渠道模式;服务竞争效应下,制造商在价格竞争程度较低时可能会选择线上双渠道模式,而在搭便车效应下,制造商在价格竞争程度较高时才会选择线上双渠道模式;同时,服务竞争效应可能使制造商提供更高的批发价格以及更低的线上零售价格,使零售商在混合双渠道模式下提供更高的服务水平及线下零售价格。
Considering the online retailer and the offline retailer service,this paper establishes a dual channel supply chain system with manufacturers as the core and three structures of offline dual-channel,online dual-channel and hybrid dual-channel,to analyze the manufacturer’s optimal channel strategy under different service effects and effects intensities.It is found that when the level of service effects is low,the manufacturer will choose the offline dual-channel mode;under the service competition effect,the manufacturer may choose the online dual channels mode when the degree of price competition is low,while under the free-riding effect,the manufacturer will choose the online dual-channel mode when the degree of price competition is high;meanwhile,the service competition may enable the manufacturer to provide a higher wholesale price and a lower online retail price,and enable the retailer to provide higher service level and offline retail price under the mixed dual channel model.
作者
李响
王美琪
郭畅
LI Xiang;WANG Meiqi;GUO Chang(Nankai University,Tianjin,China)
出处
《管理学报》
CSSCI
北大核心
2024年第8期1217-1226,共10页
Chinese Journal of Management
基金
国家自然科学基金资助项目(72072094)。
关键词
双渠道供应链
渠道选择
实体店服务
代理销售模式
dual-channel supply chain
channel selection
offline retailer service
agency selling format
