互联网下分销模式变化对制造商和零售商销售利润影响研究  

Research on the Impact of Distribution Mode Changes on the Sale Profits of Manufacture and Retailer under the Internet

作　　者：王崇[1,2] 王祥翠[2] 

机构地区：[1]南京审计大学工商管理学院,南京211815 [2]淮海工学院商学院,江苏连云港222000

出　　处：《软科学》2017年第5期103-107,共5页Soft Science

基　　金：国家自然科学基金项目(71571085)

摘　　要：以互联网为背景,采用效用函数方法研究了不同的分销模式对制造商和零售商销售利润的影响。针对混合渠道、单一分销及网络直销三种重要渠道模式,对比分析了三种不同分销模式下生产商、传统零售商的产品销售价格与销售利润。获得如下研究结果:对于生产商,混合渠道优于单一的分销渠道和网络直销,生产商具有最大的利润空间,当传统零售、网络直销两种不同渠道下产品效用与渠道运作成本之差的比值小于某一数值时,网络直销渠道则强于传统分销渠道;而对于传统零售商,当渠道替换率取值使两种不同渠道下产品效用与渠道运作成本之差的比值满足一定条件时,零售商与拥有网络直销渠道的生产商合作,可以获得高于单一分销渠道下获取的利润。研究结果表明,企业分销模式不同,企业获取利润的能力就有所不同。最后,为制造商和零售商提高销售利润提出了建议。Taking electronic commerce as the background, this paper adopts utility function to study the impact of the differ-ent distribution strategy on Enterprises. The paper contrasts manufacturer and retailer the price of product and profits underone channel with another channel about hybrid channel, traditional distribution channel and Internet direct marketing chan-nel. The resourceful results are as follows. For manufacturer, hybrid channel excels traditional and Internet channel in prof-its and earns the most profits, and Internet direct marketing channel excels traditional distribution channel on the conditionthat the ratio of difference between production utility and channel cost under traditional distribution and another under Inter-net direct channel is less than the value. If retailer cooperates with manufacture, retailer can earn more profit under hybridchannel than that under traditional distribution channel if substitution ratio of channel is so properly set that the ratio ofdifference between production utility and channel cost under traditional distribution and Internet channel accords with thespecial condition. The results in this paper indicate that different distribution strategy leads to different ability obtaining prof-its. Finally, this paper presents the proposals for the manufacturers and the retailers to raise the sale profits.

关 键 词：分销模式 制造商 零售商 利润 

分 类 号：F713.36[经济管理—产业经济]