贴牌生产供应链混合渠道构建基础及优化机理研究  

Study on Duilding Foundation and Optimization Mechanism of Hybrid Channel in OEM Supply Chain

作　　者：姜金德[1] 李帮义[1] 

机构地区：[1]南京航空航天大学经济与管理学院,江苏南京211106

出　　处：《数学的实践与认识》2014年第11期64-73,共10页Mathematics in Practice and Theory

基　　金：国家社会科学基金(10BGL010);教育部高校博士点基金(20113218110024)

摘　　要：研究由制造商和品牌商组成的混合渠道贴牌生产供应链渠道结构优化问题,制造商通过直销和贴牌两条渠道销售产品.通过与单一渠道比较,分别推导出制造商和品牌商选择混合渠道的依据和优越性,进而归纳出双方共同接受混合渠道的制造商生产成本和品牌商品牌溢价优化条件,分析了渠道转移系数对双方构建混合渠道结构条件的影响,得出了制造商生产成本和品牌商品牌溢价作为竞争要素的互动决策改进贴牌供应链整体绩效的优化机理.Study on channel structure optimization problem of Hybrid Channel OEM sup-ply chain composed by the Manufacturer and Brand Merchant, Manufacture sales productsthrough Direct Channel and OEM Channel. By comparison with the single channel. The basis and superiority of manufacturer and brand merchant select hybrid channel were deduced.Then conclude optimal conditions of manufacture＇s cost and brand＇s premium which acceptedhybrid channel by both sides, Analysis of the influence of the channel transfer coefficient im-pact the two sides build a hybrid channel structure conditions, Obtained improve the overallperformance of the OEM supply chain optimization mechanism which manufacture＇s cost andbrand＇s premium interactive decision as a competitive factor.

关 键 词：混合渠道 贴牌生产 供应链管理 决策优化 

分 类 号：F274[经济管理—企业管理] F224[经济管理—国民经济]