产品耐用度对制造商渠道选择的影响分析  

Analysis of the Influence of Production Durability on the Channel Choice for the Manufacturer

作　　者：慕艳芬 聂佳佳[2] MUYan-fen;NIE Jia-jia(School of Finance and Economics,Henan Polytechnic University,Jiaozuo 454000;School of Economics and Management,Southwest Jiaotong University,Chengdu 610031)

机构地区：[1]河南理工大学财经学院,河南焦作454000 [2]西南交通大学经济管理学院,成都610031

出　　处：《软科学》2018年第8期125-128,133,共5页Soft Science

基　　金：国家自然科学基金项目(71101120);中央高校基本科研业务费专项资金项目(2682014CX114);河南省教育厅人文社会科学研究项目(2017-ZZJH-187);河南省高校基本科研业务费专项(SKJYB2017-03)

摘　　要：研究了不同市场需求情况下,产品耐用度对制造商渠道选择的影响,以及制造商渠道选择对零售商和消费者的影响,并探讨了制造商最优产品耐用度的设置问题。研究发现：如果市场需求较小,当产品耐用度较低时,制造商不开通直销渠道是最优选择,当耐用度较高时,制造商的最优渠道选择是开通直销渠道;如果市场需求较大,制造商开通直销渠道总是最优的选择,而且一定的市场需求和恰当的耐用度设置情形下,制造商开通直销渠道可以增加零售商的利润和消费者剩余,同时减弱双重边际效应,实现帕累托改善。The paper firstly studies the impact of the production durability on the direct sale channel under the different market demand conditions,and then it analyses the impact of channel choice on the retailer and the consumer. Finally,the optimal durability of the manufacturer is discussed. It finds that the manufacturer＇s channel choice is influenced by the product＇s durability if the market demand is small： When the durability is low,the manufacturer does not open the direct sale channel which is the best choice; when the durability is high,the manufacturer＇s optimal channel selection is to open the direct sale channel. However,if the market demand is large,the manufacturer＇s optimal channel selection is to open the direct channel.Moreover,manufacturer＇opening the direct sale channel could increase the profit of the retailer and rise the consumer surplus,at the same time which could weaken the double marginal effect to achieve Pareto improvement under certain conditions.

关 键 词：产品耐用度 双渠道 渠道选择 直销渠道 

分 类 号：F270[经济管理—企业管理] F274[经济管理—国民经济]