混合销售渠道两级供应链决策及优化研究  

Research on the decision-making and optimization of two-stage supply chain with hybrid sales channels

作　　者：胡燕娟[1] 皮德平[1] 叶德佑[1] 

机构地区：[1]浙江工业大学经贸管理学院,浙江杭州310023

出　　处：《浙江工业大学学报》2011年第1期75-80,96,共7页Journal of Zhejiang University of Technology

基　　金：国家自然科学基金资助项目(70671095)

摘　　要：研究了具有混合销售渠道的供应链决策及优化问题,引入电子商务初始投资程度系数α和消费者对电子商务的信任程度系数β,利用效用理论建立了传统渠道和电子销售渠道中消费者对商品价值评价无差别情况下的需求函数,分别求出单一渠道和混合渠道下不同竞争结构下的最优决策.通过对比分析得出三种竞争结构下α与β必须满足不同的条件才能使混合渠道供应链优于单一渠道的供应链,并分析两个因素对供应链效益优化的影响.最后给出数值分析.The decision-making and optimization problems of supply chain with hybrid sales channels are studied in this paper.The initial investing level coefficient αof electronic commerce and the consumer＇s credibility coefficient β to the electronic commerce are introduced.The the utility theory is used to set up the demand functions under the undifferentiated valuation of goods from consumers both in tradition channel and electronic channel.The optimal decisions under different competitive structures are obtained under the single channel and hybrid channel separately.Based on comparative analysis,we find that α and β must satisfy different conditions so that the mixed channel supply chain could be better than a single channel under the three competitive structures.Then the impact of α and β on the supply chain efficiency optimization is analyzed.The numerical analysis is given at last.

关 键 词：供应链 混合渠道 销售 电子商务 优化 

分 类 号：F252.21[经济管理—国民经济]