电子商务环境下供应链的最优销售渠道策略  

Strategy on Optimal Selling Channels of Supply Chains under E-commerce Background

作　　者：李玲 

机构地区：[1]重庆工程学院,重庆400056

出　　处：《物流技术》2015年第4期189-191,共3页Logistics Technology

摘　　要：在电子商务环境下,考虑了网络直销和传统零售两种销售渠道,建立了同时考虑价格和服务水平的双渠道供应链模型,研究了集中式和分散式供应链的最优销售渠道策略,探讨了双渠道供应链成员的销售价格和服务水平决策、制造商和零售商的利润分配以及销售渠道的选择等,并应用Stackelberg博弈理论,分析了占优制造商的最优销售渠道选择策略。In this paper, under the e-commerce background, we established the dual-channel supply chain model considering both the selling price and the service level according to the online direct selling channel and the traditional retail channel. Then we studied the optimal marketing channels strategies on centralized and decentralized supply chains, helped the manufacturers and retailers to decide their selling price and the service level, their profit distribution, their selling channels etc. In the end, we analyzed the dominant manufacturers＇ selection strategies on optimal selling channels by using the Stackelberg game theory.

关 键 词：电子商务 供应链 双渠道 STACKELBERG博弈 销售渠道 

分 类 号：F724.6[经济管理—产业经济] F274