搭便车行为影响下制造商渠道选择研究  

Research on manufacturer's channel selection based on free-riding

作　　者：刘家国[1] 周笛[2] 刘咏梅[2] 赵金楼[1] 

机构地区：[1]哈尔滨工程大学经济管理学院,黑龙江哈尔滨150001 [2]中南大学商学院,湖南长沙410083

出　　处：《系统工程学报》2014年第6期813-823,共11页Journal of Systems Engineering

基　　金：国家自然科学基金资助项目(71402038);教育部人文社会科学研究一般资助项目(11YJC630131)

摘　　要：从搭便车行为的视角出发,研究了在双渠道环境下制造商产品渠道选择问题.构造了不同渠道环境下的需求利润模型,分析了不同渠道环境下制造商最优化利润,以及搭便车系数强度的变化对制造商最优利润的影响;应用Stackelberg博弈模型,进一步将三种渠道下的模型进行对比分析;最后运用以纯企业市场数据进行了实证研究.研究表明,受产品需求价格弹性、单位成本等因素影响,在不同的搭便车系数取值空间,制造商在生产产品后可能做出不同的渠道选择决策;同时,搭便车行为的现象较少,波及范围较小时对供应链整体利润的危害最大,而当搭便车系数增加到一足够大的值时,其对供应链整体可能会产生正向作用.Channel selection strategies are studied from the perspective of free-riding. Three models are created under each channel environment, including the traditional channel, e-channel and the dual-channel. The corresponding conclusions are got through a comparison. Based on the Stackelberg game theory, the coefficient of free-riding is introduced into the dual-channel model and after comparisons and analyses, the corresponding range of free-riding when the manufactures choose each channel are given. A functional curve is presented to show how optimal manufacturers profit change with free-riding by using the data of YISHION. The results show that affected by the price elasticity of demand, unit cost and some other factors, the manufacturers will make various channel selection decision within different free-riding ranges when producing the products. Simultaneously, the results show that the total profit of the whole supply chain suffers most when the free-riding coefficient is smaller and spreads in a smaller range, whereas and that when it grows to some certain level, free-riding may has a positive effect on the whole supply chain.

关 键 词：双渠道 搭便车行为 渠道选择 电子商务 

分 类 号：TP272.3[自动化与计算机技术—检测技术与自动化装置]