3C零售商商业模式研究:促销与贸易方式交互影响  

Business models for 3C retailers:Interactions of sales promotion and trade schemes

作　　者：王素娟[1,2] 胡奇英[3] 

机构地区：[1]山西大学经济与工商管理学院,太原030006 [2]上海大学管理学院,上海200444 [3]复旦大学管理学院,上海200433

出　　处：《管理科学学报》2011年第4期1-11,73,共12页Journal of Management Sciences in China

基　　金：国家自然科学基金资助项目(7097102370832002)

摘　　要：苏宁、国美两大3C零售商商业模式的变迁,是问题的来源.考察一个由生产商和零售商组成的供应链系统,生产商和零售商之间的战略博弈,并分析谈判力对博弈的影响.发现:首先,只有两种模式是有效率的,这两种模式的共同特点是在供应链成员中,一方完全控制市场而另一方作为合同的领导者决定利润的分配.不管是生产商还是零售商当其处于强势地位时,更愿意完全控制市场.结论为苏宁、国美商业模式的选择,转型的合理性提供了理论证明.Inspired by some cases,the purpose of this article is to analyze the choice and transitionof business models of 3C retailers by studying interaction of firms＇strategic decisions in a supply chainconsisting of one manufacturer and one retailer.Meanwhile we are interested in effects of the powerstructure on the firms＇strategic decisions.Based on these,we show that（1）only two business modelare effcient where one firm holds the full control over the market and the other is the leader of theother is the leader of contract,（2）either the manufacturer or the retailer,prefers to have full controlover the market demand when it has more power.The results obtained in this paper may be applied toanalyze the choice and transition of business models of Gome and Suning.

关 键 词：供应链 战略决策 批发价合同 收益共享合同 促销 

分 类 号：F224.3[经济管理—国民经济]