考虑消费者公平关切的制造商渠道选择策略  

The Effect of Consumer Fairness Concerns on Manufacturer’s Launching Direct Channels

作　　者：廖治通 LIAO Zhi-tong(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China)

机构地区：[1]西南交通大学经济管理学院

出　　处：《工业工程与管理》2019年第4期72-80,共9页Industrial Engineering and Management

基　　金：国家自然科学基金资助项目(71531009,71572156);中央高校基本科研业务费资助项目(2682018WQN16);西南交通大学“双一流”建设项目(交通软科学类)(JDSYLYB2018016)

摘　　要：消费者不仅在意产品的功能,还在意交易中的公平性,因此研究了消费者公平关切对制造商渠道选择的影响。分别建立了单渠道和双渠道供应链决策模型,通过逆向归纳法,得出不同渠道选择策略下制造商和零售商最优利润。研究发现:消费者公平关切下,渠道间竞争适中或激烈时制造商均不开通直销渠道。制造商在渠道间竞争较弱时主动开通直销渠道,并且开通直销渠道并非总是使得零售商利润受损。渠道间竞争适中时,直销渠道的开通有利于增加零售商利润。渠道间竞争较弱或适中时,直销渠道总是增加整个供应链利润。渠道间竞争激烈时,直销渠道对所有供应链成员造成损失。As the phenomenon of consumer fairness concern becomes more and more obvious,the impact of consumer’s fairness concerns on the choices of manufacturer launching online direct channel were studied.Single-channel and dual-channel supply chain models are established respectively.The channel selection strategies of manufacturers considering consumer’s fairness concerns are analyzed,and the optimal profits of manufacturers and retailers under different channel selection strategies are obtained.The research found that manufacturers do not open direct sales channels when competition between channels is moderate or intense under the concern of consumers’ fairness.Manufacturer actively open direct channel when competition between channels is weak.Different from the traditional research conclusions,the existence of direct sales channels does not always hurt the retailers’ profits.When the competition between the channels is moderate,the opening of the direct selling channel is conducive to increasing the retailer’s profit.Direct marketing channels always increase the profit of the entire supply chain when competition between channels is weak or moderate.When competition between channels is fierce,direct sales channels cause losses to members of the supply chain.At this time,manufacturers do not open online direct channel.

关 键 词：双渠道 消费者公平关切 直销渠道 供应链 

分 类 号：F274[经济管理—企业管理] F406.1[经济管理—国民经济]