基于消费者渠道偏好的供应链决策模型  

A supply chain decision-making model based on consumer channel preference

作　　者：晋盛武[1,2] 罗海丹[1,2] 

机构地区：[1]合肥工业大学经济学院,安徽合肥230601 [2]安徽省高校工业信息与经济研究中心,安徽合肥230601

出　　处：《合肥工业大学学报（自然科学版）》2013年第6期755-759,共5页Journal of Hefei University of Technology：Natural Science

基　　金：国家自然科学基金资助项目(71273082);教育部人文社会科学研究资助项目(11YJA630039);安徽省软科学重大资助项目(2011AKRK0980)

摘　　要：文章分析存在零售商创新投入的双渠道竞争市场中,零售商的创新投入与消费者对直销渠道的接受程度对供应链参与方的产品售价和利润,以及供应链整体绩效产生的影响。研究表明:制造商将直销渠道的引入作为激励零售商提高创新投入水平的一个工具,并从中获益,此时,零售商能获得较低的批发价格,且创新投入的增加能提高产品的销量,进而提高自身的利润;在竞争性市场下,零售商创新投入的增加能有效缓和渠道竞争和冲突。The impacts of retail innovation and customer acceptance of direct channel on both supply chain players and the whole supply chain in dual-channel supply chain are examined. The results show that the manufacturer uses the direct channel as an effective tool to motivate the retailer to improve in- novation investment and profits from it. At this time, the direct channel may benefit the retailer be- cause it can obtain a lower wholesale price from the manufacturer and a higher sales volume from the improved retail innovation investment. And the retail innovation can effectively alleviate the channel competition and conflict and improve the supply chain performance in the competitive market.

关 键 词：双渠道 供应链 创新投入 消费者渠道偏好 

分 类 号：F272[经济管理—企业管理]