机构地区:[1]华中农业大学经济管理学院,武汉430070 [2]华中科技大学管理学院,武汉430074
出 处:《管理科学》2019年第3期92-105,共14页Journal of Management Science
基 金:教育部人文社会科学研究项目(19YJC630229,19YJC630067);国家自然科学基金(71320107001,71672065);中央高校基本科研业务费专项资金资助项目(2662018QD037)~~
摘 要:电子商务和互联网的发展导致企业销售模式发生改变,直销渠道入侵作为一种有效的竞争手段被越来越多的制造商采用。影响制造商渠道入侵策略选择的因素有多个方面,很多学者从不同角度分析供应链中制造商的渠道选择策略,但在闭环供应链背景下关于产品再制造对制造商渠道入侵策略选择影响的分析还非常有限。基于闭环供应链中制造商回收模式选择的不同,研究制造商回收和零售商回收两种模式下制造商渠道入侵决策及对零售商、供应链系统和消费者剩余的影响。运用Cournot模型刻画直销与传统零售渠道之间的竞争行为,建立两种回收模式下制造商渠道入侵决策模型,并得到均衡结果。利用算例分析不同回收模式下制造商渠道入侵对供应链利润和消费者剩余的影响。研究结果表明,①无论制造商是否进行渠道入侵,制造商回收模式对制造商、闭环供应链系统和消费者均更有利,而零售商回收模式下的利润更高。②如果传统零售渠道的成本优势足够大,制造商的渠道入侵行为使零售商受益。③当回收量不受需求量约束时,两种回收模式下制造商最优渠道入侵策略相同;当回收量受需求量约束时,制造商回收模式下制造商渠道入侵能带来更高的增量利润,但零售商回收模式下制造商受益于渠道入侵的区间更大,且制造商渠道入侵对零售商更有利。回收模式是影响制造商渠道入侵决策的重要因素,研究结果为闭环供应链中制造商的渠道选择决策提供帮助,并能为政策制定者提供借鉴和决策参考,在制定相关回收政策时应综合考虑回收模式与制造商渠道入侵之间的内在关系。The development of e-commerce and Internet has been gradually changing firms' sales model in many industries. As an effective competitive strategy,the method of direct channel encroachment has gradually adopted by many manufacturers. There are many factors that influence manufacturer's channel encroachment strategy,and some scholars have analyzed the manufacturer's channel strategy from different perspectives. However,there is limited research on exploring the effect of used product remanufacturing on manufacturer's channel encroachment decision given the environment of the closed loop supply chains. Considering different collection types from the manufacturer in the closed loop supply chain,this paper studies the manufacturer's optimal channel encroachment strategy under the manufacturer-collecting and retailer-collecting types,and further explores the impact of manufacturer's channel encroachment behavior on the retailer,channel system and consumer surplus. We use the Cournot model to describe the competitive behavior between the direct and traditional channels,two decision-making models under the manufacturer-collecting and retailer-collecting types are established and the equilibrium outcomes under different scenarios are obtained. The results are as follows.①The manufacturer-collecting type is beneficial for the manufacturer,total chain system and consumers no matter whether the manufacturer choose to encroach the direct channel or not,while the retailer is better off under the retailer-collecting type.②The manufacturer's encroachment may be good to the retailer when the retail channel's cost advantage is sufficiently large.③When the collection quantity is not constrained by the total demand of the direct and traditional channels,the collection type has no impact on manufacturer's optimal encroachment strategy. When the collection quantity is constrained by the retail quantity,the manufacturer obtains higher increased profits from channel encroachment under the manufacturer-collecting type,while the op
正在载入数据...
正在载入数据...
正在载入数据...
正在载入数据...
正在载入数据...
正在载入数据...
正在载入数据...