考虑渠道公平的双渠道供应链均衡策略  

Impact of fairness on strategies in dual-channel supply chain

作　　者：邢伟[1] 汪寿阳[2] 赵秋红[3] 华国伟[2] 

机构地区：[1]曲阜师范大学运筹与管理学院,曲阜276826 [2]中国科学院数学与系统科学研究院,北京100190 [3]北京航空航天大学经济管理学院,北京100191

出　　处：《系统工程理论与实践》2011年第7期1249-1256,共8页Systems Engineering-Theory & Practice

基　　金：国家自然科学基金重点项目(70731003;70971076)

摘　　要：以双渠道供应链为背景,分析了渠道公平对生产商和零售商均衡策略的影响.研究发现,当零售商市场份额较小时,生产商不会关注零售渠道是否取得了渠道公平;当零售商市场份额较大时,为了避免受到零售商设置较高零售价格的惩罚,生产商将关注渠道公平.另外,渠道公平可以有效改善"双向边际"效应.Fairness plays an important role in developing and maintaining supply chain relationship. Based on a dual-channel supply chain, this paper examines the effect of fairness on the supply chain partners＇ strategies. We find that if the retail channel is dominated by the direct channel, the manufacturer does not care about channel fairness. Otherwise, the manufacturer has to achieve fairness to avoid being punished by a higher retail price. We also find that the double marginalization will be mitigated when the fairness is achieved.

关 键 词：供应链管理 电子商务 双渠道 公平效应 定价策略 

分 类 号：F253.2[经济管理—国民经济]