消费者搭便车下制造商创新投入的供应链双渠道策略研究  

Strategies of the Dual-channel Supply Chain Considering the Innovation Investment of Manufacturer and Free-riding Behavior of Consumers

作　　者：田巍[1] 杨世信[1] 葛兵[1] TIAN Wei;YANG Shi-xin;GE Bing(School of Business Administration,Guangxi University of Finance and Economics,Nanning 530003,China)

机构地区：[1]广西财经学院工商管理学院

出　　处：《数学的实践与认识》2018年第24期1-11,共11页Mathematics in Practice and Theory

基　　金：国家自然科学基金(71461001);广西财经学院工商管理学科建设资助;广西高校科学技术研究项目(2013YB211)

摘　　要：针对顾客传统零售渠道服务搭便车现象,利用Hotelling模型建立四种供应链结构下双渠道供应链多阶段于博弈,分析顾客搭便车对制造商创新投入与传统零售渠道服务水平的影响及各方于博弈的均衡结果.研究发现,制造商和零售商偏好不同的供应链结构;随着顾客搭便车获得服务折扣的增加,传统渠道零售商零售价和利润减小,顾客服务水平降低,同时制造商创新投入减少、利润下降.当存在顾客搭便车行为时,渠道整合的零售商渠道差异定价优于为规避顾客搭便车而采取的渠道同价策略,此时制造商创新投入、传统渠道顾客服务水平及供应链双方收益都得到提高.此外利用不同渠道的差异化定位降低搭便车者获得的服务折扣将对供应链整体有利.Considering customers'service free-riding on tradition retail channel and using Hotelling model,this paper discussed multistage dual-channel supply chain games of four supply chain structures and analyzed the game equilibrium results and effects of customers' free-riding on a manufacturer's innovation investment and the service level of traditional retail channel.The research shows that the manufacturer and the retailers have different supply chain structure preferences.As customers'free-riding service discount increases,the traditional retailer's retail price and profit decrease,service level reduces,and the manufacturer's innovation investment and profit decline.When customers'service free-riding behavior exists,the integrated channel retailer's differential retail pricing is better than same price policy to avoid customers'free-riding,as the manufacturer's innovation investment,traditional channel customers'service level and two members'profit all increase.Furthermore it is advantageous for the whole supply chain by differential channel positioning to lower customers'free-riding service discount.

关 键 词：搭便车 双渠道供应链 创新投入 服务努力 博弈 

分 类 号：F274[经济管理—企业管理]