两级供应链中渠道选择问题研究:增加直销渠道的影响  

Research on Channel Selection in a Two-Echelon Supply Chain:the Impact of Adding a Direct Channel

作　　者：叶芳羽 单汨源[1] YE Fang-yu;SHAN Mi-yuan(School of business administration,Hunan University,Changsha 410082)

机构地区：[1]湖南大学,湖南长沙410082

出　　处：《财务与金融》2020年第6期59-65,共7页Accounting and Finance

基　　金：国家自然科学基金面上项目(71373074);国家社科基金后期资助项目(13FGL005);国家自然科学基金青年科学基金项目(71701067)。

摘　　要：本文在传统零售渠道的基础上,研究了增加直销渠道对供应链成员最优决策以及利润的影响。研究结果表明,与传统的零售渠道相比,双渠道结构总是损害零售商的利益。然而,双渠道结构是否有利于制造商与供应链取决于直销渠道的成本。此外,本文在零售商可以阻止制造商增加直销渠道的情况下,提出一种双边支付机制来提高供应链效率,该机制可以在一定程度上实现双方的帕累托改进。This paper investigates the impact of adding a new direct channel on the players'optimal decisions and profits based on the traditional retail channel.The results show that compared to the traditional retail channel,the dual-channel structure always hurt the retailer.However,whether a dual-channel structure benefits the manufacturer and the supply chain depends on the cost of adding a direct channel.Further,in the scenario that the retailer can disallow the manufacturer to add a direct channel,we propose a bilateral payment mechanism to improve the efficiency of the supply chain.In addition,appropriate fees transferred between two players can achieve Pareto improvement.

关 键 词：零售渠道 直销渠道 双渠道 双边支付机制 

分 类 号：F274[经济管理—企业管理]