摘要
构建了由一个制造商和亚马逊所组成的网络间接渠道模型。制造商进驻亚马逊销售自己的产品,亚马逊为制造商提供销售平台的同时也销售自营产品,两种产品在一定程度上相互替代。在为两产品提供无差别物流服务的同时,亚马逊向制造商收取一定销售收入比例的介绍费、单位产品物流费用以及固定数额的加盟费。通过对分散决策和集中决策的分析发现:当产品替代率较大时集中决策够使得渠道总收益增加,而该替代率范围又会受到消费者对物流服务敏感系数的影响;集中下的价格和物流服务都要较分散下的高,但两决策情形下的产品需求间的差异会同时受到产品替代率和消费者物流敏感系数的影响。最后,引入收益共享机制来协调整个网络间接渠道,并借鉴Nsah议价模型来确定最优的收益分成比例。
Research source of the problem:With the rapid development of E-commerce,many enterprises adopt the Internet channel to sell their products based on some purpose.And a growing number of large ecommerce companies have surged.These e-commerce companies provide a better option of indirect Internet channel to manufactures.Thus,the products of manufactures which are sold on the Internet platform of Amazon will substitute with the products of Amazon in some extent. Description of the problem:In this paper,the operation mode of Amazon is referred to construct an Internet channel model which consists with a manufacture and Amazon.Manufacture enters Amazon and sell its product,and decide the price p1.Amazon will sell its own products which is substitute with the product of manufacture in some extent a,and decide the price p2of its own products.Manufacture will provide a certain percentage of sales revenue as commission and a fixed amount of the initial fee to Amazon.Amazon will exact logistics fee yof per unit product from manufacture for providing undifferentiated logistics services with Amazon’s products.Methods Model of Research:The relationship between demand and price in economics is extended to the relationship between demand and logistics services and introduce the substitutability of products.The cross decision mode that Amazon will provide undifferentiated logistics services for manufacture’s product is introduced into the model.Considering the difference between Amazon and manufacture in indirect Internet channel,these problems are studied in a Stackelberg game.Problem-solving ideas:Firstly,the situation of decentralized decision is studied,which Amazon decide the price of its own product and the undifferentiated logistics services firstly and manufacture will decide the price of its product according to Amazon’s decision above between two participants in indirect Internet channel.Secondly,the situation of centralized decision is analyzed.Then,the total profits of two situations are contrasted.At last,the r
出处
《中国管理科学》
CSSCI
CSCD
北大核心
2017年第4期42-51,共10页
Chinese Journal of Management Science
基金
广东省自然科学基金项目(2016A030313485)
广东省哲学社会科学"十二五"规划项目(GD15CGL15)
广东省软科学计划项目(2015A070704005)
中央高校基本科研业务费专项资金项目(2015KXKYJ02)
广东省科技计划项目(2013B040500007
20BB040200057)
关键词
网络间接渠道
替代产品
渠道协调
indirect Internet channel
substitute products
the coordination of channel
