信息产品销售渠道模式选择研究  

Research on selecting the sale channel model of the information goods

作　　者：刘志勇[1,2] 李敏强[1] 寇纪淞[1] 

机构地区：[1]天津大学管理与经济学部,天津300072 [2]天津商业大学商学院,天津300134

出　　处：《系统工程学报》2013年第1期109-118,共10页Journal of Systems Engineering

基　　金：国家杰出青年科学基金资助项目(70925005)

摘　　要：信息产品供应商在销售产品时有多种渠道可以选择,可以通过在线直销,也可以通过传统的零售渠道方式.而在零售模式下,供应商可以与零售商之间采用Fixed-fee协议或Per-copy协议.供应商在面临这些不同的销售渠道和销售方式时,产品质量、销售价格以及消费者对直销渠道的接受程度等因素决定了最终的选择方式.通过对供应商、零售商和消费者的决策行为进行分析,给出了供应商通过直销渠道和零售渠道销售产品下的收益最优化模型,并对结果进行了比较.研究表明当消费者对产品评价值服从均匀分布的情况时,零售渠道下采用Fixed-fee模式有利于供应商,而在双重渠道下,供应商采用Per-copy模式更有利.而且当供应商采用直销渠道销售高质量产品,由零售渠道销售较低质量产品时,供应商能获得最大收益.The information goods manufacturer can distribute their products through many kinds of channels, e.g. online direct sale and traditional retail marketing. The retailer pays a manufacturer based on two common payment schemes, the Fixed-fee policy and the Per-copy policy. Which channel and sell model is preferable for the manufacture？ The product quality, the price, and the customer acceptance for direct channel are the decisive factors. Through analyzing the decision behaviors of the manufacture, retailer and consumer, the model of maximizing the manufacture＇s profit is presented in the presence of both direct and retail channel. Based on the comparison among different channels, the paper shows that when the valuation for the information goods has a uniform distribution, the manufacture prefers the Fixed-fee policy through the direct sale channel, whereas the Per-copy policy is preferable through dual-channel. The best sale channel strategy is to distribute the highquality version through the direct sale channel and the low-quality version through the retailing channel for the manufacturer.

关 键 词：信息产品 供应链 STACKELBERG博弈 双重渠道 

分 类 号：F49[经济管理—产业经济]