汽车市场中租赁渠道对传统零售渠道的影响  

The Importance of Retail Channels in the Automobile Market

作　　者：梁喜[1] 熊中楷[2] 

机构地区：[1]重庆交通大学财经学院,重庆400074 [2]重庆大学经济与工商管理学院,重庆400030

出　　处：《管理工程学报》2011年第3期31-36,共6页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(70571088;70871125);重庆市自然科学基金资助项目(2006BB0188)

摘　　要：在零售与租赁混合渠道供应链中,占主导地位的单个汽车制造商向单个零售商和单个租赁商分别销售产品,然后零售商在零售市场销售产品,租赁商在租赁市场出租产品。在两周期设置下根据制造商是否向租赁商提供回购合同,将渠道结构划分为独立式、冲突式和回购式三类,并分析了租赁渠道对传统零售渠道的影响以及对制造商的启示。Manufacturers are in the upstream automobile supply chain,whereas used car buyers or leasing customers are in the downstream supply chain.The leasing automobile industry is a closed-loop supply chain because a car needs to go through the product life cycle of selling,leasing,buying back,refurbishing,reselling,and recycling.The key for the success of the closed loop supply chain is to ensure that manufacturer and leaseholder sign a buy-back contract to optimize the recovery and utilization of old cars. Retail and leasing are two main marketing channels.A car manufacturer needs to deal with two major problems.First,a car manufacturer needs to specify reasonable buy-back contract items,such as repurchase price,units and time,in order to strengthen cooperation with leaseholders and coordination with the leasing supply chain.Second,in order to strengthen hybrid channel management that consists of retail channel and leasing channel,a car manufacturer needs to analyze the effect of the buy-back contract on retail and hybrid channels,and to determine a reasonable channel management strategy.Current literature on durable product leasing primarily offers the perspectives of industrial organizations and yields management,but rarely offers the perspective of supply chain management. Our paper investigates the impact of buy-back contract on retail and hybrid channels from the perspectives of closed-loop supply chain management in the automobile industry.We categorize the hybrid channel structure into three types-independent,conflict and buy-back-depends on whether a car manufacturer provides the buy-back contract to leaseholder. We consider the car manufacturer＇s wholesale price and the leaseholder＇s amounts of orders and exogenous variables.Based on the assumption,we structures consumer demand function and analyzes the potential impact of the buy-back contract of car manufacturers on retail channels using product substitution parameters. The main results indicate that in these three kinds of channel structure the retaile

关 键 词：供应链管理 渠道管理 混合渠道 租赁 汽车 

分 类 号：F253.4[经济管理—国民经济]