线上渠道模式与制造商分销策略的匹配关系  

Matching online channel structure with manufacturer’s distribution strategy

作　　者：浦徐进 孙书省 金德龙 PU Xu-jin;SUN Shu-xing;JIN De-long(School of Business,Jiangnan University,Wuxi 214122,China;College of Information Science and Engineering,Northeastern University,Shenyang 110004,China)

机构地区：[1]江南大学商学院,江苏无锡214122 [2]东北大学信息科学与工程学院,沈阳110004

出　　处：《控制与决策》2019年第8期1723-1732,共10页Control and Decision

基　　金：国家自然科学基金项目(71371086);江苏省第五期“333工程”培养资金项目(BRA2016412);第十四批“六大人才高峰”高层次人才项目(JY-012)

摘　　要：在转销和代销这两种典型的线上渠道模式下,构建制造商、实体店和电商之间的博弈模型,探讨线上渠道模式与制造商分销策略之间的匹配关系.研究结果表明:当消费者对产品差异的敏感程度较小(较大)时,制造商的分销策略选择与线上渠道模式无关,其会选择线下销售低端(高端)产品,线上销售高端(低端)产品的分销策略;当消费者对产品差异的敏感程度适中时,若线上为转销模式,则制造商应该选择线下销售高端产品,线上销售低端产品的分销策略;若线上为代销模式,则制造商应该选择线下销售低端产品,线上销售高端产品的分销策略.在不同的分销策略情形下,增大线上线下销售产品的差异化程度有利于提高制造商的利润水平.研究结果为线上线下渠道实现融合发展提供了理论指导.Considering online channel modes of reselling and agency selling,this paper proposes a game model to explore the matching relationship between the online channel structure and the manufacturer’s distribution strategy in a dual-channel supply chain. The results show that the manufacturer would prefer selling high-end(low-end) product through online(offline) channel when consumers are less(more) sensitive to product differentiation;when consumers are moderately sensitive to product differentiation, the manufacturer would prefer selling high-end(low-end) product through online(offline) channel in the online reselling(agency selling) mode. Also, increasing the degree of online and offline product differentiation is beneficial to enhance the manufacturer’s profit. The conclusions can provide theoretical guidance for the integration of online and offline channels.

关 键 词：双渠道供应链 博弈 转销 代销 产品差异 分销策略 

分 类 号：TP273[自动化与计算机技术—检测技术与自动化装置]