制造商双渠道与店中店销售模式选择策略  

Strategies of Manufacturer in Dual-Channel and Store-Within-a-Store Supply Chain Model

作　　者：郭金森[1,2] 周永务[2] 李昌文[2] 任鸣鸣[1] GUO J insen;ZHOU Yongwu;L I Changwen;REN Mingming(Business School, Henan Normal University, Xinxiang 453007, Henan, China;School of Business Administration, South China University of Technology, Guangzhou 510640, China)

机构地区：[1]河南师范大学商学院,河南新乡453007 [2]华南理工大学工商管理学院,广州510640

出　　处：《系统管理学报》2018年第3期484-492,共9页Journal of Systems & Management

基　　金：国家自然科学基金资助项目(71520107001;71402171);安徽省高等学校省级自然科研项目(KJ2015A335);浙江省自然科学基金资助项目(LY14G020004);国家社会科学基金面上项目(17BGL139)

摘　　要：在对称信息框架下,基于博弈理论构建了制造商分别通过双渠道模式与店中店模式销售两种替代性产品的供应链决策模型。分析和比较了双渠道模式与店中店模式对供应链成员最优定价策略、需求和利润的影响。研究发现:(1)无论在哪种销售模式下,尽管服务能有效增加产品需求,但当服务水平超过某个阈值时,制造商和零售商都不再有动机来提升服务水平;(2)"客流量"效应对两主体的定价策略、需求和利润有重要影响,进而影响供应链渠道销售模式选择。数值试验结果表明,产品替代性的增加并不一定始终导致零售商和渠道总需求下降;当制造商服务水平介于某两个阈值之间时,制造商和零售商均喜欢店中店销售模式;否则,供应链将采用双渠道销售模式。Under the symmetric information framework,based on the game theory,a supply chain decision model for manufacturers to sell two alternative products through the dual-channel model and storewithin-a-store model was constructed.The effect of dual-channel model and store-within-a-store model on the optimal pricing strategy,demand,and profit of supply chain members was analyzed and compared.It is found that no matter what kind of sales model is adopted,although the service can enhance the demand of the customers,the manufacturer and retailer both have no incentive to increase their service when it exceeds a threshold.The ＂customer flow volume＂effect has an important influence on the pricing strategy,demand,and profit of the two parties,which,in turn,affects the choice of sales channels in the supply chain.The numerical example indicates that both the two parties like to sell from the store-withina-store supply chain when the manufacturer＇s service level is between a certain 2 threshold values.

关 键 词：双渠道 店中店 产品替代度 渠道模式 

分 类 号：F274[经济管理—企业管理]